Selfridges reveals a game changing transformation today with the launch of its biggest ever concession - a Louis Vuitton store which spans three floors and has its own entrance on Oxford Street.
The Louis Vuitton Townhouse which is the first of its kind, is expected to surpass every other "store within a store" on the planet when it opens to the public tomorrow.
Designed around a one-of-a-kind custom-built revolving glass elevator, the new store affords customers a 360 degree view of Louis Vuitton's accessory, luggage, men's and womenswear departments.
The elevator, the brainchild of French Japan-based designer Gwenaël Nicolas, will make its first revolution at the Townhouse's VIP opening this evening. It is expected to serve as a star attraction for Selfridges customers who have long appreciated the department store's dedication to creating a shopping experience with added theatrics.
"For a moment you forget where you are and enjoy the ride," said Royal College of Art graduate Nicolas who has worked closely with Selfridges to create a design that is modern and yet respectful of the existing architecture.
Among his other design touches are mirrors embedded with porcelain flowers and butterflies, decadent fitting rooms and the reintroduction of an art deco door which will allow shoppers to come in from Oxford Street without having to pass through the rest of the store.
The Townhouse will also house a digital atelier at which customers are invited to create bespoke bags and luggage using touch screen technology.
The project -which is five years in the making -is intended to capitalise on a "longstanding" relationship during which Louis Vuitton has become one of Selfridges bestselling and most lucrative luxury brands. The Townhouse's arrival on Oxford Street marks a homecoming for the one-time luggage label which opened its first international store on the prestigious London shopping street in 1885.
"While Louis Vuitton is a luxury brand with an unparalleled global reach The Townhouse at Selfridges has been created with Londoners in mind" says Selfridges managing director Anne Pitcher, "For the first time, Louis Vuitton have given a concept an English name, and that is symbolic of a London store and a return for the luxury brand to Oxford Street".
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The distinctly British approach is undoubtedly intended to appeal London's international shopping tourists who flock to Selfridges - and to Louis Vuitton's flagship on New Bond Street - for their luxury shopping fix. Louis Vuitton, the world's leading global super brand, relies on high performing cities such as London, Shanghai and Paris to maintain a value which exceeds £16.5 billion.
Tonight guests including Leah Weller, Jodie Kidd and Louis Vuitton's menswear designer Kim Jones will attend the opening party at Selfridges.
The opening takes place during eventful week for Louis Week who announced the appointment of a new artistic director on Monday. Former Balenciaga designer Nicholas Ghesquiere replaces Marc Jacobs who left the company in October following a 16 year reign.
