The fashion observer

> The WWXV Shop result of a perfect partnership between Vice, a canadian street-culture magazine with Wood Wood, a danish hipster-street wear label that opens a pop up concept store and gallery in Vienna with the help of  Berlin based Pool Gallery.

” The WWXV Shop makes designers such as Jeremy Scott, Eastpak, DRKSHDW by Rick Owens, Carin Wester, Happy Socks, Henrik Vibskov and Peter Jensen available to the Austrian market for the first time.”

This joint venture seems a perfect marriage for both companies that share the ” subculture mentality”  and will give them not only tremendous awareness for themselves but also umprecedent offer of new designers in Vienna.

WWSXV  is located at: Gumpendorfer Straße 23, 1060 Vienna Austria

More information about this article at JC Report

Louis Vuitton underground at the basement of Seibu ( Japan)

Industrial decoration for an underground atmosphere

All photos courtesy of View of Fashion

> Louis Vuitton has opened a pop up store in Japan, at the basement of  Seibu, a big shopping mall  in Ikeburo . The temporary shop is decorated with an industrial, quite “ unfinished look” . Machinery, wooden boxes, cones closing certain areas, industrial marks on the floor complete a  quite unusual scenario for the luxury giant.

The current crisis has pointed Asia as nº1 priority for luxury brands, and they´re using new ideas to create buzz and compete with local players that nowadays are  proving to be the most creative worldwide. Yesterday we posted  about Comme des Garcons new pop up store opening in a partnership with Vogue nippon for the magazine 10th anniversary celebration . Comme des Garcons was the first company to invent the guerrilla store´s concept a few years ago and has been using temporary spaces wordwide on a continuous basis generating brand awareness and a whole new retail concept.