The fashion observer

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.