Think decadence and luxury, and Louis Vuitton is sure to spring to mind. Their trademark LV bags have long been the arm candy of choice for the rich and the famous, so Selfridges was the obvious choice for the brand to set up shop with the LV Townhouse; their largest concession in Western Europe.
This is more than just a concession though. Spanning three floors, it is larger than most stand-alone flagship stores, and has its very own revolving lift, transporting style seekers around the shopping heaven.
Vuitton has long been a fixture in the Oxford Street Selfridges, but with only a small space available, it was just their leather goods and accessories on offer to the discerning shopper, not the whole fashion range. Plus, customers were forced to queue to get in. And this is not what Louis Vuitton is all about, insists managing director of the company’s British operation, Tom Meggle.
Don’t expect LV Townhouses to be cropping up all over the place though, this is saved especially for us Londoners. “The fact we have given it a name, the LV Townhouse, shows how unique this is,” explains Meggle. “The team at Selfridges love the theatre of retail and were able to give us a very dramatic space making this definitely a one-off.”
London has a special place in the heart of Louis Vuitton- and not simply because designer Kim Jones hails from these parts. Meggle explains: “I really think I am a very lucky boy to be working in one of the most exciting and sexy places in the world to do business in. London is the most dynamic, most creative city we work in – in Europe, definitely, if not the world.”
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