La Beauté Louis Vuitton pop-up launches in Soho


The boutique is set to remain open through December. Image courtesy of Louis Vuitton The boutique is open through December. Image courtesy of Louis Vuitton

French fashion house Louis Vuitton is celebrating the release of its new cosmetics line with a limited-time activation in New York City.

Today, the maison opened a La Beauté Louis Vuitton pop-up in Soho. The space aims to immerse visitors in the label’s bespoke world of luxury beauty, enveloping shoppers in bold red decor, futuristic fixtures and exclusive offerings, each inspired by various products from the new collection.

Beauty burst
Complete with saturated colors and a curved design, the one-of-one concept is said to bring the makeup line to life.

An entryway featuring a 28-screen-wide digital display welcomes guests into the experiential storefront, with similar “portals” appearing throughout the boutique to showcase the craft behind La Beauté Louis Vuitton. At the center of the pop-up lies a product station inspired by maison’s signature flower monogram, featuring the full collection of 55 LV Rouge lipsticks, 10 LV Baume lip balms and eight LV Ombres eyeshadow palettes.

While inside, consumers can virtually try on each of the label’s cosmetic products. Image courtesy of Louis Vuitton While inside, consumers can virtually try on each of the label’s cosmetic products. Image courtesy of Louis Vuitton

A screening room, called “Soho Corner,” allows visitors to get a glimpse behind the creation of 10 different La Beauté Louis Vuitton shades, before the films shift into expressionist artworks.

The pop-up is also home to the exclusive Beauty Station Trunk, a piece from the mind of cosmetics creative director Dame Pat McGrath that serves as “a modern emblem of artistry and savoir-faire,” per the brand.

The Soho La Beauté Louis Vuitton stop, located at 104 Prince Street, is open through the end of the year; the pop-up is closed on Thursdays.

Earlier this week, the company released its first campaign for the makeup line (see story).

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