Louis Vuitton Celebrates Men’s Fragrance Line With A Pop-Up Made Of Packaging
The retailer is promoting the release of men's fragrances in NYC with an artful display constructed out of 3,000 cologne tube packages
Louis Vuitton is promoting its new men’s fragrance line, Les Parfums, with an artistic display at New York’s Rockefeller Center. The brand launched the five fragrances in May but made the choice to have a belated public showcase. The fragrance pop-up uses the fragrance packaging as its chief design element, with displays constructed of nearly 3,000 paper cologne tube packages and 100 cologne bottle light bulbs, courtesy of designer Marc Newson. The pop-up shop opened in mid-June and will continue until the end of August.
Pop-up shops are far from a novel concept in the fashion industry, but the way Louis Vuitton designed the space for Les Parfums makes its intention clear. By essentially building the store interior out of the item it’s selling itself, Louis Vuitton is cutting straight to the point and letting the product speak for itself.
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