Louis Vuitton opens five pop-up stores for fragrances launch
Louis Vuitton has joined forces with Parisian department stores Printemps Haussmann and Le Bon Marché Rive Gauche, with Harrods in London, Shinsegae Gangnam in Seoul and the Dubai Mall in Dubai, opening five dedicated pop-up stores to launch its seven new women's fragrances.
Seventy years after the trunk-maker's last perfume, these temporary stores will allow consumers to discover Rose des Vents, Turbulences, Dans la Peau, Apogée, Contre Moi, Matière Noire and Mille Feux, the scents created under the aegis of Jacques Cavallier Belletrud, who was appointed Louis Vuitton's master perfumer in 2012.
Some of the stores, like Printemps Haussmann, the Dubai Mall and Le Bon Marché, will feature a wave-like installation created using the perfumes' packaging, and devised to showcase the seven new fragrances. At the Dubai Mall and Le Bon Marché, a viewing trunk manufactured in the historic Louis Vuitton workshops will allow visitors to discover which raw materials were used by Jacques Cavallier Belletrud to create his fragrances.
The Louis Vuitton fragrance pop-up stores:
Printemps Haussmann, Paris – From 27th August to 22nd October
Le Bon Marché, Paris – From 1st September to 1st October
The Dubai Mall, Dubai – From 1st September to 18th September
Harrods, London – From 1st September to 22nd October
Shinsegae Gangnam, Seoul – From 19th September
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