Louis Vuitton has opened a new Maison flagship store within the former Etoile, Rome’s first cinema. It includes a library and a screening room as part of the brand’s program to support the Italian film industry.
This opening marks an architectural extension of luxury brands’ recent activities surronding film, with Lady Dior, Longchamp, Cartier and Calvin Klein using a web series, music videos and short films. Built in 1907, the building in Lucina Square has been reinterpreted for luxury retail by architect Peter Marino. It covers three floors with a Baroque-style interior and a grand staircase resembling a film strip.
The Louis Vuitton Maison Etoile Rome includes a book room dedicated to Italian cinema, especially Rome’s iconic Cinecitta film studios. It also features a 19-seat cinema, which will screen short films, documentaries and original creations. Louis Vuitton’s film program, in collaboration with the Scuola Nazionale di Cinema del Centro Sperimentale di Cinematografia, aims to develop new talent with scholarships and academic programs.