Louis Vuitton flagship store

By 2010, Louis Vuitton is going to open the new Flagship Store (flagship store) in Tokyo. This 10-storey building was developed by the Dutch designer office of UNSTUDIO, and deserves attention already due to the fact that it uses a new harmless approach to the project and construction of the building.

In the internal space of the building, which resembles the shape of the sheet, there will be a cafe, a bookstore, an exhibition site, SPA salon, and of course a store with proprietary LV products.

According to the information provided by the design studio, this project “seeks to establish the architectural equivalent of Louis Witton’s identity, in which classical and modern qualities are mixed, adding each other. The project inspires the visitor to the feeling that he is in the house of Louis Witton, celebrating the qualities that make up the essence of the company, its products, its history and its future. ”

Elements indicating the traditional values ​​of the brand are implicitly present everywhere. Although the main image that accompanies the visitor on all 10 floors of this store is the shape of the sheet, which is present in sections and elevations. The facade of the building also has the shape of a sheet, which gives the construction a strong identity with the significant potential of the brand.

The building has the structure of a large house: with three levels, each of which has several floors with their own atmosphere and purpose. According to the plan, each floor, in turn, is divided into 4 sheets, which are installed in a spiral manner with a difference in height between each sheet of 2.70 meters. The terrace zones are located in the "garden" in such a way that highlighting the difference in the height between the vertical sections in the house gives a feeling of constant growth to the top of the building.

At the end of the topic, I would like to add that despite the certain uniqueness of this project, two points are not clear: a) LV already has a store of this format in Japan, how effective from the point of view of marketing is the opening of an identical store; and b) Still, this work is not the best of what the studio of Unstudio did and the question "Will Messaj (spinning around the sheet shape) to the target consumer?" It remains open.