Selfridges Unveils its Louis Vuitton Townhouse on Oxford Street

lv4 Known globally as one of the most exquisite retail establishments in the world, Selfridges in London holds firm its crown today when it unveils its Townhouse for Louis Vuitton. It’s a sight to behold. Spatially immense and lavish for sure, the shop gives a sense of royalty to retail, not without a taste for restraint in purely British fashion.

lv1Designed by French Japan-based designer Gwenaël Nicolas, the shop is designed to be more than just an elegant space but as an immersive luxury brand experience, in which shoppers are able to engage with space and brand through both architectural and digital means. The Townhouse boasts its new “Digital Atelier,” a series of table mounted multi-touch screens featuring content celebrating the brand’s heritage and savoir faire. With new customer interaction innovations such as these it’s clear that Louis Vuitton is reasserting itself as a leader in high luxury.

lv3Inside you’ll find impeccably carved wooden fixtures, mirrors embedded with porcelain flowers, decadent over-sized fitting rooms, and specially commissioned art. But of course the centerpiece of The Townhouse is its one-of-a-kind custom-built revolving glass elevator, arguably the most memorable and most exquisite element of any Louis Vuitton store to date.


400 Oxford St, London