Louis Vuitton won’t be put in a box – or a monogrammed briefcase for that matter. Over the past 160 years, the French label has grown from luggage and leather goods to fashion and accessories to pop-up restaurants and interactive exhibitions. Now it is opening a hotel.
Chairman and CEO Michael Burke said Women’s clothing everyday that the brand’s headquarters in Paris, France, will soon be transformed into a giant complex that will house the world’s first Louis Vuitton hotel and the largest LV boutique ever.
With spectacular views stretching from the Eiffel Tower to Notre-Dame Cathedral, the legendary Vuitton building is located by the Church of Saint Germain l’Auxerrois in the 1st arrondissement. According to Burke, this neighborhood was once “no man’s land,” but Louis Vuitton’s parent company, LVMH Moët Hennessy, has radically transformed it in the past 18 months.
The world’s largest luxury conglomerate has opened the lavish new Cheval Blanc hotel, revamped La Samaritaine department store and unveiled a new Cova patisserie. According to Burke, LVMH’s Chairman and CEO Bernard Arnault is also just getting started, with even more locations and companies in the Parisian pipeline. The move reflects the growing demand for premium experiences alongside premium products.
“That’s what our customers want from us,” Burke said WWD. “They want a 24/7 relationship.”
The dramatic transformation of the 400,000-square-foot headquarters began this week with the launch of a new experience space called LV Dream. The 20,000-square-foot pop-up will remain open for a year and will feature an exhibition of LV’s artist collaborations, along with a gift shop plus a café and chocolate shop run by Cheval Blanc Paris’s chef pastry chef. Burke says the event space will “most likely” be converted into Vuitton’s largest store, while the hotel is expected to open elsewhere in the building within five years.
Although the Cheval Blanc is just a two-minute walk away, Burke isn’t concerned about the future LV hotel encroaching on its territory: “It would be its own identity, and its own segment, and its own service – a very different experience,” he says. .
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