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Louis Vuitton’s “Series 3” Exhibition – London
#ATRetail
Addicted To Retail (ATR) presents: Louis Vuitton’s “Series 3” Exhibition in London.
The modern fashion show is entertaining and glamorous, but over in roughly 12 minutes flat.
Louis Vuitton’s “Series 3” exhibition that opens to the public at 180 Strand on Monday is designed to decrypt the spectacle, and exalt all the craft and creativity that goes into it.
“Fashion is a circus. There’s very little discussion about the content. But you have to go into the before, the during and the after. And if you do it in an appropriate way, it’s unforgettable,” Michael Burke, chairman and chief executive officer of Louis Vuitton, said during a walkthrough of the sprawling, high-tech showcase. “We’re experimenting with how to make you feel the show more intensely than being at the show.”
The show in question is Nicolas Ghesquière’s fall collection, paraded in a series of geodesic domes erected at the foot of the Frank Gehry-designed Louis Vuitton Foundation in Paris in March. A skeletal example of one dome lords over the ceiling of the darkened room that opens the exhibition, cuing the midcentury period that the French designer frequently mines. Visitors then traverse a futuristic tunnel that plunges them into the exhibition.
Even fashion professionals could easily miss key details from the front row, including a print made by re-digitizing Vuitton’s classic monogram. Reverse projections in a circular room demonstrates how it was done in dramatic, dizzying fashion.
The exhibition is designed to slow people down, and exalt the craftsmanship that “gets short shrift at a fashion show,” Burke said.
In one room, visitors can sit at a work station and are invited to place their hands on the table, which is actually an interactive screen that springs to life and mimics your hands doing everything it takes to make a handbag. Later in the showcase, artisans from Vuitton demonstrate the assembly process for Ghesquière’s miniature trunk bags.
Finished accessories are displayed in a blinding white room on white mannequins embedded in walls and plinths, putting the sole focus on how handbags and shoes are a major component of a look, defining its allure, Burke said.
Burke said Vuitton is expecting about 100,000 visitors in London given the central location.
After wrapping up in the British capital on Oct. 18, “Series 3” is slated to open in Singapore in early November.
via WWD
The post Louis Vuitton’s “Series 3” Exhibition – London appeared first on ADDICTED TO RETAIL.
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Source: http://www.addicted-to-retail.com/blog/stores-shops-shopping-retail/experience-design/louis-vuittons-series-3-exhibition-london/
