Louis Vuitton Reopens La Samaritaine for Spring/Summer 2021

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With a highly anticipated finale to Paris Fashion Week next Tuesday, Louis Vuitton designates a new space for its spectacle shows. Creative Director Nicolas Ghesquière chose the vast La Samaritaine, an LVMH-owned shopping complex, to host Louis Vuitton’s Spring/Summer 2021 womenswear show on October 6. First founded in 1869, the retired department store will reopen for the first time since closing in 2005 due to safety concerns. The runway show is to debut on the striking top floor glass dome of the massive complex.

Louis Vuitton is set to hold two fashion shows, each with about 200 guests. With the new setting, guests will be met with panoramic sights of Paris as new collection looks strut down the runway. As part of the experiential show, the front row guests will have the opportunity to interact with the runway using special devices. Viewers tuning in via livestream will be able to enjoy an immersive experience from afar, with green screen technology creating a 360-degree perspective of the monument.

“When your audience is the world, and not a curated crowd, you need a lot more storytelling,” said Michael Burke, Louis Vuitton’s chairman and chief executive officer. Described as a “one-off, bespoke experience,” his immersive spectacle will make technological strides for the fashion world involving both physical and digital crowds.

Louis Vuitton’s runway show will be the first time in 15 years that this historical landmark can be viewed before it opens to the public in early 2021. Playing on the dichotomy of 19th century antique beauty meets 21st century modern technology, the Parisian architectural gem is getting revamped into a multi-purpose building that will incorporate a luxury hotel, restaurants, offices, and more, in addition to its original retail space.

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