Louis Vuitton announces a series of Men’s fashion events to take place in Paris through January 2021. Dubbed Louis Vuitton: Walk in the Park, the public experiences – physical and digital – expand on existing concepts and icons conceived for the House by Men’s Artistic Director Virgil Abloh. Rooted in the inclusive values at the heart of his work, the happenings are an expression of the mutual connectivity that exists between the designer and his community. A Temporary Residency on Rue du Pont Neuf invites visitors to discover the iconic sneakers and accessories covering Men’s collections from Spring-Summer 2019 to Spring-Summer 2021, coinciding with the latter’s release. The temporary residency offers a rare chance to obtain reissues and new limited-edition takes on collectable sneakers, jewellery and sunglasses. At Louis Vuitton Maison Vendôme, an augmented reality experience developed for the Louis Vuitton app allows guests to interact with Zoooom with friends, the animated mascots envisioned by Virgil Abloh for the Spring-Summer 2021 show. The Paris events conclude with the presentation of the Louis Vuitton Fall-Winter 2021 Men’s collection on which more details will follow.
From 8-31 January 2021, Louis Vuitton hosts a public temporary space erected by its headquarters on Rue du Pont Neuf. The first chapter in Louis Vuitton: Walk in the Park – a month-long series of Menswear events in Paris – the space serves as a limited-edition store dedicated to the most iconic sneakers, jewellery and sunglasses created for the House by Men’s Artistic Director Virgil Abloh. Collector’s items in their own right, the chosen designs are continuously coveted by the global community formed by the artistic director since his arrival at Louis Vuitton. Expanding on the ongoing dialogue with his audience, Virgil Abloh invites visitors to experience House icons up close and immerse themselves in their creative evolution. Throughout the store, designs are colour-coded in the nuances of the rainbow, a nod to the set of Virgil Abloh’s debut show for Louis Vuitton for SpringSummer 2019.
For the first time, clients are given the opportunity to re-discover and obtain the iconic Louis Vuitton Men’s sneakers established under the artistic direction of Virgil Abloh. The temporary residency features a ‘Hall of Fame’ devoted to the five rarest and most exclusive editions of the trademark LV Trainer first introduced for Spring-Summer 2019 as well as broader retrospective of the LV Trainer through the seasons, marking a rare opportunity for collectors. From 8-15 January, the latest LV Trainer Upcycling from the SpringSummer 2021 collection is available to purchase in five new collectible colourways, including an exclusive Paris colourway issued in a total of 95 pairs. True to the Upcycling Ideology conceived by Virgil Abloh as part of the SpringSummer 2021 collection, the new editions created for the Paris temporary residency are crafted entirely from upcycled LV Trainer material. The LV Ollie sneaker from the Spring-Summer 2021 collection will be on display in six colourways along with jewellery and sunglasses from the collection.
Icons in the vocabulary of Virgil Abloh for Louis Vuitton, the link chains Cuban woman and 1.1 Millionaires sunglasses, reinterpreted in each collection, they come displayed and offered for sale as part of the temporary space. Chain jewelry follows the motif of the colors of the rainbow, central to the visual experience and manifest themselves as necklaces, bracelets and rings.
For display only, twelve unique pieces are exhibited on the numbers of a large installation a clock shape that evokes the central theme of the time of the Fall-Winter 2020 show.
An exclusive Paris colorway, as well as a small restocking of chain jewels of the previous collections among the most coveted are available in the pop-up store.
Likewise, the most iconic editions of the 1.1 Millionaires sunglasses are featured within the space.
Originally designed by Pharrell Williams and Nigo for Louis Vuitton in 2004 with the name Millionaire, Virgil Abloh has reinterpreted this model of sunglasses for his Spring-Summer 2019 collection and has re-edited its 1.1 Millionaires for each season from then on.
App Filters and Augmented Reality
From January 15, 2021 onwards, Louis Vuitton introduces an immersive experience of reality augmented that combines physical vs digital cultures characteristics of the moment we are living.
As part of Louis Vuitton: Walk in the Park, the series of men’s fashion events that take place all over January in Paris, the Louis Vuitton app offers to the public the opportunity to interact with the world visual by Virgil Abloh, Artistic Director of Louis Vuitton Men’s Collections.
Designed for the Spring-Summer 2021 collectionpresented in Shanghai and Tokyo, the crazy characters known as Zoooom with friends they return to Paris.
Visitors to the Maison Louis Vuitton of Place Vendòme are invited to live the experience of store front through an LV app filter.
Here, the colorful Zoooom with friends come to life and they take control of the building, animating it digitally through one’s screen
Also, on the same LV app, a new filter, which will be available from January 21, allows users to activate different animations and contents photography alongside cartoon characters, through advanced facial tracking.
The multifaceted Zoooom with friends have been designed by Virgil Abloh as symbols of diversity and positivity embodied by him and his friends when they came down on Paris during his week first fashion show for Louis Vuitton, the Spring-Summer 2019, to June 2018.
By allowing its audience to interact with mascot of the Maison, Louis Vuitton reinforces it spirit of diverse community, which exists within his masculine universe and encourages viewers to participate in the ongoing dialogue between Virgil Abloh and his audience.