Louis Vuitton’s first fragrance launch in 70 years will see it debut a concept pop-up, Louis Vuitton Les Parfums in the US. After successful pop-ups in Europe and Asia, Michael Burke, chairman and chief executive officer of the LVMH Moët Hennessy Louis Vuitton-owned label, said the brand’s “special relationship” with California-made South Coast Plaza made it the ideal first location for an Louis Vuitton Les Parfums American pop-up shop retail experience to kick off the collection of seven fragrances that launched in September.
The collection comprises of seven fragrances that each represent a sense of travel. the newly released perfumes are entitled Rose des Vents, Turbulences, Dans la Peau, Apogée, Contre Moi, Matière Noire and Mille Feux, all created by Jacques Cavallier-Belletrud, the company’s very own Maître Parfumeur.
Ranging from rose petals and jasmin, to vegetal tannins that evoke notes of leather, sandalwood, and other precious substances from both Grasse and regions far beyond.
The design of each of the temporary retail settings is inspired by the luxury brand’s iconic Damier pattern. the motif is captured by the aesthetic of the sales counter, displays, and most significantly, a curved back wall. The very first temporary retail space has just opened at Printemps department store in Paris, and three additional perfume pop-up stores will be launched at Le Bon Marché in Paris, Harrods in London, the Dubai mall in Dubai, and Shinsegae department store in Seoul. The duration of each temporary store is different, ranging from just three weeks, to a more extensive seven-week period.