New Yorkers strolling along Fifth Avenue on Halloween morning were greeted by an unusual sight, a facade of massive, stackable Louis Vuitton trunks covering the flagship store at 1 East 57th Street. This unconventional display was set up to cover construction for a new Louis Vuitton flagship that will significantly expand the brand’s presence along the luxurious stretch of Billionaire’s Row.
The new building will nearly double the footprint of the previous store, signaling Louis Vuitton’s commitment to maintaining a prominent spot in one of the world’s most coveted retail locations. Designed by Louis Vuitton’s in-house team, the colossal trunk installation brings the brand’s iconic luxury trunks to an exaggerated scale, sparking intrigue among locals and tourists alike.
Provocative display draws social media attention
Louis Vuitton’s trunk facade has created a stir across social media platforms, with Reddit users debating the design’s architectural style. Some describe the installation as a whimsical ‘duck’, a structure that looks like what it sellswhile others see it as a straightforward decorated shed, designed to attract attention. Regardless of perspective, the installation has certainly captured public interest.
The concept is not entirely new. Last year, Louis Vuitton’s CEO Pietro Beccari introduced similar plans for a giant trunk display on the Champs-Elysees in Paris, making the NYC installation part of an ongoing branding strategy. The company has a history of using exaggerated versions of its trunks as eye-catching structures, dating back to a similar scheme in 2005.
Controversial past of trunk installations
Louis Vuitton’s attention-grabbing facade tactics haven’t been without controversy. The Champs-Elysees trunk, displayed in 2023, drew criticism from members of Paris’s Green party, who challenged its legality. They argued that the trunk installation violated French advertising regulations, which stipulate that advertisements on buildings cannot cover more than 50 percent of the facade area. The Louis Vuitton trunk facade covered over 50 percent, even extending to the roof.
Despite these concerns, the Paris city council ultimately sided with Louis Vuitton, determining that the oversized trunk was more an artistic installation than an advertisement, allowing it to remain.
Future plans for New York flagship unclear
LVMH Moet Hennessy Louis Vuitton, Louis Vuitton’s parent company, is spearheading the construction project on Fifth Avenue. This expansion mirrors LVMH’s recent investment in other luxury retail projects, such as the redesigned Tiffany & Co. flagship across the street, which was backed by the renowned architecture firm OMA.
A completion date for the new building at 1 East 57th Street has not yet been disclosed. However, the temporary trunk display will likely remain a prominent feature of New York’s luxury retail scene as Louis Vuitton prepares to unveil its upgraded flagship store.
