Pop-ups used to be kind of like guerrilla retail: showing up without warning in disused spaces for a limited amount of time. No more. The pop-up has gone high end, and Louis Vuitton’s first-ever menswear popup in Sydney is proof. The brand is using an incredible custom-made silver dome located in Westfield Sydney to preview its spring/summer 2017 men’s pre-collection.
The African-animal-inspired range was dreamed up by Louis Vuitton men’s artistic director Kim Jones and conjured into being with prints by art duo the Chapman Brothers. Snarling rhinos, zebras with bulging eyes and lolling tongues and prehistoric-looking elephants adorn shirts with all-over prints, sweaters and the French luxury retailer’s famous leather bags. The shapes are influenced by safari wear, and the aesthetics by the London punk era. Yep, it’s eclectic.
The space itself is just as inventive, with an enormous elephant emblazoned on the outside of the silver dome and another on the floor. Part cave, part spaceship, the store itself is an experience.
The concept of the pre-collection is to build excitement for the main collection – something that Jones told The Australian Financial Review is “literally the prequel… the starting point of the storytelling for the season”.
The pop-up is open until December 18, at which point the pre-collection will be available in Louis Vuitton stores – apart from a leather bag printed with the Chapman Brothers’ rhino design, which is exclusive to the pop-up.
Level 3, Westfield Sydney, entrance via Castlereagh and Market streets