For their latest Women’s Spring-Summer 2024 show, designed by Nicolas Ghesquière, Louis Vuitton did what few fashion houses would dare do: The show took place at 103 Avenue des Champs-Elysées, the future destination for Louis Vuitton in Paris. Not only was the show set at the LVMH-owned (LVMH Moët Hennessy Louis Vuitton) flagship store instead of the typical destination-style location, but it was a site under construction.
Rarely in fashion do we see the nitty gritty work-in-progress stages of beautiful designs, but the picture perfect final product that is carefully curated to take centre stage. But Louis Vuitton saw the beauty in vulnerability with sheets draping pillars and windows, and with a warm hue to the stage their shoes, clothes, and accessories continued to dazzle guests.
103 avenue des Champs-Élysées, Paris
This historical building - emblematic of Art Nouveau - has now begun renovation and interior design work. Throughout the duration of the refurbishment, the façade will take the form of a metal Monogram trunk in wood and aluminum, directly inspired by the Maison’s trunks. The set was also designed by Barcelona-based studio Penique Prodctions whose works are known for their inflatable aesthetic and ephemeral nature. The choice to tap Penique Prodctions for set design of this Spring-Summer 2024 show was a smart choice because construction sites by nature, have an ephemeral quality as do runway shows, which don’t typically last longer than a few minutes.
Evoking the spirit of travel, a hot-air balloon lands at 103 avenue des Champs-Élysées, enveloping James Chinlund's scenography in warm summer light. Recycled and recyclable, the installation by Penique Productions drapes the walls in stylized detail. In this suspended moment, like a narrator, French artist Zaho de Sagazan fills the space with her unique voice.
