Louis Vuitton has opened an immersive pop-up in New York’s Soho.
Louis Vuitton opens beauty pop-up in Soho – Louis Vuitton
The experiential space at 104 Prince Street is open through the end of the year and showcases the French house’s first makeup collection, launched under the creative direction of Dame Pat McGrath.
The pop-up is designed as a a bold, color-saturated universe where curved lines, organic forms and undulating shelves in lacquered reds set the scene. Visitors enter through a curved portal of 48 digital screens before encountering a Monogram flower–shaped make-up station featuring the full collection — 55 lipsticks, 10 balms and 8 palettes.
Interactive elements include a Virtual Try-On Room with mirrored chrome orbs, a Make-Up Consultation Room staffed by beauty stylists, and a Look Room where personalized surveys reveal curated styles and shades. Completing he space is the new Beauty Station Trunk, a collector’s piece created by McGrath.
Lastly, a dedicated “Screen Room” also highlights 10 storytelling shades, including Monogram Rouge (a tribute to the maison’s signature canvas), Rose Odyssée (a sienna rose symbolizing individuality) and Rouge Louis (a scarlet red embodying bold femininity).
In March, Louis Vuitton announced that it would expand into the world of beauty this fall. Pat McGrath, the British makeup artist, was appointed Louis Vuitton’s creative director of makeup.
