To celebrate the launch of Pharrell’s debut as Louis Vuitton Men’s Creative Director, Louis Vuitton’s “For Lovers” collection is heading to the Selfridges Corner Shop. Over a five-week period the widely-praised offering will be transported to the iconic Oxford Street location, celebrating Louis Vuitton and Pharrell’s shared creative vision.
The sun was a key component of the collection, which was first seen on the famous Pont Neuf in Paris last January, reflecting optimism and a new sense of direction. This energy has been channelled into the installation, which will sit in Selfridges’ facade windows aided by the store’s signature Pantone 109.
Pharrell’s unique vision for Louis Vuitton emanates from the physical installation, seen in the Maison’s iconic Damier chess board graphic and pixelated Damoflauge print (a hybrid of camouflage and the House Damier print) used to dress the space. It features clusters of cubes to mimic the pixelated prints seen on the runway, reimaging the Pont Neuf as the show is streamed in the space, where mannequins mirror the movements of Parisian fashionistas.
To complete the experience, clients will be bathed by Voices of Fire, the choir assembled by Williams’ uncle, Bishop Ezekiel Williams, whose track “JOY (Unspeakable)” soundtracked the show. The pop-up installation will also give visitors a chance to shop the House’s iconic Speedy reinterpreted by Pharrell Williams in Monogram Leather and Damier Pop.
The Louis Vuitton Lovers Selfridges Corner Shop will be open from January 4 until February 7.
More on Culted