. LouisVuitton’s long relationship with Japan will reach another zenith in March with an exhibition and a new glass tower in Ginza, Tokyo.
Louis Vuitton’s long, close and fruitful relationship with Japan will reach another zenith in March with an exhibition chronicling its extensive collaborations there, plus a new glass tower in Ginza incorporating a boutique, LV Café, and Vuitton’s latest surprising brand extension: chocolates.
“It’s not about taking what we did in Paris and replicating that in Tokyo,” he said. “You don’t come to Japan, do a store opening and then come back 10 years later. It’s about engagement that is daily, weekly, monthly. There’s always something going on. Asked by WWD at the time if she viewed Vuitton as a peer, or her antithesis, Kawakubo replied: “I think the keeping up of the tradition of making bags from so long ago is wonderful.”
It’s well documented that George Vuitton, the only son of founder Louis, winked to a craze for all things Japanese in France around the turn of the century when he created the brand’s brown-and-gold monogram canvas, some of the flower shapes reminiscent of cherry blossoms. A 2016 Vuitton exhibition in Tokyo also documented the monogram’s likeness to Japanese family crests, which hold strong emotional sway and helped fan the island nation’s affection for Vuitton’s leather goods.
The seven-story Ginza Namiki tower itself represents a mammoth example of cultural dialogue between two star architects: Japan’s Jun Aoki and American Peter Marino. Vibrant color can be found throughout: in the furniture by Pierre Paulin and Stefan Leo; in artworks by Ed Moses and Vik Muniz, and in carpets and design objects. A scheme of pink and orange plays out on the women’s floor; red, turquoise and lime on the men’s.
Le Café LV and Le Chocolat V, located on the uppermost floor, represent a further push into hospitality for Vuitton, which has indicated that eateries and even hotels could be a future expansion avenue for the megabrand.
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