Virgil Abloh has no plans of allowing Louis Vuitton to slow down, pandemic or no. Today, across the French capital, LV men’s artistic director is unveiling a series of exciting public events in the run up to the Parisienne menswear shows that kicks off on the 21st of the month.
Entitled the “LV Walks in the Park” the initiative will see a planned schedule of digital, phygital and in-person events taking place across Paris from the 8th until the 31st of the month. Known for his innovative approach to marketing, partnerships and fashion; Abloh’s series once again breaks new ground for Louis Vuitton, integrating commercial retail with heritage, art and digital in an immersive way.
Inspired by the ‘happenings’ of the 1970’s which brought together art, music and fashion and filtered through the lens of the contemporary digital sphere these events promise to reinvigorate the global centre of fashion during somewhat trying times for retail businesses.
Centring on key locations across the City of Lights, there will be a Temporary Residency on the Rue du Pont Neuf (Louis Vuitton’s global HQ), where fans, hype beasts and fashionistas can get an exclusive overview of the sneakers and accessories (including necklaces, bracelets and rings originally designed by Pharrell and Nigo for LV 2004) from the past three menswear spring/summer seasons.
Nearby at the Quai de la Mégisserie a pop-up store (open from today, Jan 8 through Jan 31st) will be unveiled with brand new limited-edition trainers, jewellery and sunglasses. In a special digital treat, LV will also present immersive augmented reality elements throughout the store and showcase a retrospective on key collection items of the past as well as a lineup of the rarest LV sneakers to day. And if that isn’t enough to feed your inner LV beast, Abloh is also introducing a super-limited run of ninety-five up-cycled trainers in five new colour-ways, available exclusively at the pop-up.
Meanwhile, throughout the rest of Paris, flagship stores (Place Vendôme), AR easter-eggs will be placed of animated characters inspired by the S/S21 collection allowing fans to interact and share with the brand in a whole new way.
The Louis Vuitton menswear runway show will be at 2.30 PM on Thursday, Jan. 21.