The Louis Vuitton boutique in the setting of La Rinascente is transformed into a permanent pop-up store, the maison's first
Ribbon cutting for Louis Vuitton that opens the doors of the first permanent pop-up store and does so in Milan, in the setting of La Rinascente, in the spaces already occupied by the company itself.
A completely new concept for the maison that completely changes the face of the previous shop in the Milanese department store. The ground floor of the boutique is transformed into a temporary destined to constantly change product and set-up animation. While the first floor, also completely revisited, will host permanent and seasonal collections on the shelves.
The protagonist of the opening is the 'Masters' collection created by the New York artist Jeff Koons who reproduced the works of art by da Vinci, Titian, Rubens, Fragonard And Van Gogh.
Those same works come to life on the walls of the new pop-up and form the backdrop to sculptures in the shape of a rabbit in metal, the artist's symbol and signature.