Inside Louis Vuitton’s Immersive NYC Boutique Experience Designed by Virgil Abloh

Mark A. Carlson

To celebrate both the Men’s Spring/Summer 2022 collection as well as the life of Men’s Artistic Director Virgil Abloh, Louis Vuitton has opened a temporary residency in SoHo beginning January 14. This immersive residency signals the release of Abloh’s Spring/Summer 22 vibrant and innovative collection inspired by the 1969 drum solo by The Winstons Amen Break. Since its original release, Amen Break has been adapted by a wide range of genres and it is now a familiar beat in popular pop, rock, and metal tracks. For Abloh, Amen Break represented “a metaphor for the myth of ownership in contemporary creativity,” speaking to the never-ending re-interpretation of fashion staples such as suits, tracksuits, and shirts. In addition to the ready-to-wear pieces made available at the residency, there will also be accessories. The millionaires sunglasses, soft trunks, and prized Louis Vuitton trainers (including the new Tatic Trainers) will all be present, as well as Abloh’s unique interpretations of brand classics leather pieces such as the Keepalls and Sac Plats. To top it off, skateboards, key chains, and jewelry will be on-hand as unique gifting items. These high-quality products have all been carefully constructed, a testament to the brand’s fine craftsmanship and attention to the smallest details.

louis vuitton virgil abloh new york pop up

Brad Dickson/Louis Vuitton

louis vuitton virgil abloh pop up new york

Brad Dickson/Louis Vuitton

Designed by Abloh himself, the temporary residency is not only a shopping destination, it is also an immersive fashion experience. The back-and-white checkered floor pattern speaks to both Abloh’s ongoing use of chessboards as well as to the label’s trademark Damier pattern invented in the 19th century. In reference to the Miami Spring/Summer 22 Men’s Spin-Off show, Birch trees have been stationed throughout the space.

To further pay tribute to the late designer, a ten-story mural of Abloh is currently being installed across the façade of Louis Vuitton’s 5th Avenue boutique. In contrast to the black-and-white checkerboard pattern that coils the building, Abloh is painted in a vibrant neon gradient. Decked in sunglasses, a Louis Vuitton sweater, jeans, and his identifiable trainers, Abloh looks upwards, holding a canvas and a set of keys in his hands. The powerful image is immediately recognizable: it is the same one that was used to render the gigantic sculpture of the designer for the Men’s Spin-Off show in Miami. This powerful celebration of the life and career of Abloh is set to debut later this month.

Immerse yourself in Louis Vuitton’s Temporary Residency at 104 Prince Street in New York City and check-out the iconic ten-story mural at 1 East 57th Street displayed outside the Maison’s 5th Avenue flagship location.

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