The Maison flagship in Rome store includes a library room and cinema dedicated to Italian film.

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.

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