This is Louis Vuitton in Westfield, London, last week the scene of an opening event that featured an urban garden, created by artist Jeremy Deller. Quite what the collection of plants – contained within black plastic bin bags and resting on a straw-strewn floor – had to do with the purveyor of upscale luggage and bags remains unclear, but it did serve as an eye-catcher for the store.
This opening has been a long time coming. There have, apparently, been quibbles about the amount of space allocated to Louis Vuitton within The Village, Westfield’s designer area.
The upshot has been that the store opened roughly six months after the centre did, meaning perhaps that in order to create a bit of excitement, the brand opted for the bucolic vignette that graced its exterior for the opening party.
Within, the shop is large and full advantage has been taken of the floating glass walls that form the windows. These afford views into an interior that leaves little doubt about the brand’s luxury credentials – whether it’s the smooth beech boxes used to create the perimeter or the high-gloss cream floor.
The trouble is that there is a feeling you’ve seen this before. Louis Vuitton is fast becoming the luxury equivalent of a mid-market chain – irrespective of location, all the stores look more or less the same. Some might say this is about maintaining a brand’s identity, but it’s hard to escape a slight sense of ennui.
It’s a very good shop – certainly a landmark for Westfield. But perhaps a little more could have been done to promote a sense of place and a degree of individuality.
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