Louis Vuitton introduces La Beauté Louis Vuitton to New York with a pop-up in Soho, designed as a fully immersive exploration of the House’s new beauty collection. Open through the end of the year at 104 Prince Street, the space surrounds visitors in lacquered reds inspired by LV Rouge lipsticks, LV Baume lip balms, and LV Ombres eyeshadow palettes.
The experience begins with a curved entrance framed by 48 digital screens that form a dynamic portal into the world of La Beauté. Inside, curved lines and organic forms guide the space, with undulating shelves presenting the entire collection. At the center, a Monogram flower-shaped make-up station showcases 55 shades of LV Rouge lipsticks, 10 LV Baume lip balms, and 8 LV Ombres eyeshadow palettes. Glossy mirrored orbs amplify the experience, allowing visitors to see each pigment and texture in detail.
The Virtual Try-On Room introduces a digital layer, with chrome orbs enabling guests to test every shade of LV Rouge and LV Ombres virtually. In the Make-Up Consultation Room, beauty stylists offer personalized advice from iconic red Verner Panton Cone Chairs, while the Look Room invites guests to take a playful survey that reveals curated styles illuminated in personalized lightboxes. Adding to the innovation, Dame Pat McGrath, Cosmetics Creative Director for La Beauté Louis Vuitton, designed the exclusive Beauty Station Trunk, a contemporary object of artistry and savoir-faire.
Another key feature is the interactive screen room, where guests can explore the stories behind 10 shades from the collection. Each chosen shade transforms the space into a sensory environment, bringing color and mood into focus. Among these, three shades stand out: 896 Monogram Rouge, a burnished red inspired by the Monogram canvas and classic lipstick; 203 Rose Odyssée, a sienna rose that symbolizes self-discovery; and 854 Rouge Louis, a scarlet red that exudes confidence and individuality.
