LOUIS VUITTON @ New Concept Men's Universe
Louis Vuitton transformed its Lee Gardens store into a contemporary realm of travel culture and luxury by adding a men’s floor at the basement as a continuation of the women’s universe expansion in February. The intensive renovation ignites an inspiring exploration for visitors, starting with the Travel Room on the first floor, then drawing them down the curved staircase - which connects the two levels – to the store’s entire floor for men with a masculine, charming ambience and an innovative zoning concept.
The inauguration of the men’s universe fittingly reminds one of Louis Vuitton’s unrivalled role as the travel companion of choice for prominent men, of whom many were explorers, diplomats, aristocrats – on their journeys around the world since its establishment in 1854. The malletier’s connection with men and contemporary travellers was elevated to a new level when its first ready-to-wear collection for men debuted in 2000 under the direction of Marc Jacobs. The timely new floor also witnesses the evolution of the House’s men’s wear by presenting the first collection by Kim Jones, the newly appointed men’s wear design director.
Featuring a lifestyle zoning concept in contrast to the traditional presentation by groups and categorized products, the men’s world proposes a refreshing journey and a discovery of shopping pleasures. Three areas namely Business, Casual and Fashion, each with its own cross categories of products united by a consistent theme, have been created and personalized by distinct colour schemes.
The architects have devised darker tones for Business, medium tones for Casual and lighter touches for Fashion, and the ingenious spatial organization spotlights the maison’s versatility to meet the diversified demands of today’s discerning shoppers and travellers. "Lee Gardens Men’s universe gives us the opportunity to create a space fully dedicated to men. This special area encourages men to come and enjoy the luxury world of Louis Vuitton,” says Jean-Baptiste Debains, President, Louis Vuitton Asia Pacific.