The luxury house unveiled a pop-up store in SoHo done up entirely in a trendy shade of lime green, drawing hypebeasts of all stripes to the concept space, which boasted lines that were hours long

Located in New York City's Lower East Side, the new Louis Vuitton pop-up is nearly impossible to miss. Everything—walls, floors, tables, mannequins, even bags of trash and a fire hydrant outside—is a uniform shade of neon green.

Conceived by menswear artistic director Virgil Abloh and his team, it's practically a must-see photo op for hypebeasts and streetwear influencers. On any given day, there are dozens of them lined up at the corner of Rivington and Ludlow, some of them waiting hours in the summer heat to get a chance to go inside.

Louis Vuitton/Brad Dickson

Outside, the entire facade is lime green, plus accoutrements like a bike and a mailbox done up in the same verdant shade. Inside the store, the brand's products are the only things that aren't coated in a layer of neon paint. The residency is designed as an immersive environment in which guests can experience the fall 2019 collection. Interestingly, the space itself was treated like a drop, only announced a day before it opened to the public.

This location is the latest in a series of Louis Vuitton pop-ups, which included a neon orange space in Chicago. It's only open until July 21, so streetwear-heads have to act quickly to see the lime green space in all its glory.

Louis Vuitton

Located in New York City's Lower East Side, the new Louis Vuitton pop-up is nearly impossible to miss. Everything—walls, floors, tables, mannequins, even bags of trash and a fire hydrant outside—is a uniform shade of neon green.

Conceived by menswear artistic director Virgil Abloh and his team, it's practically a must-see photo op for hypebeasts and streetwear influencers. On any given day, there are dozens of them lined up at the corner of Rivington and Ludlow, some of them waiting hours in the summer heat to get a chance to go inside.