Louis Vuitton

Launches Neon Green Men's Pop-up in NYC Lower East Side

Soho New York must be green with envy as Louis Vuitton’s Men’s Artistic Director Virgil Abloh has launched a dynamic pop-up just several neighborhoods east in New York City’s Lower East Side on 100 Rivington Street.

The limited-time-only residency will be open from July 12th to July 21st, 2019 offering an immersive store experience entirely enveloped in neon green from exterior to interior, inclusive of furniture and figures. The residency offers new prints inspired by New York City, Monogram legacy accessories, patches inspired by Louis Vuitton’s archives, flag prints representing the diverse nationalities of studio designers, an updated version of the Louis Vuitton “Skate” Trainer and rainbow and prism leather goods.

Louis Vuitton men’s is writing an entirely new playbook on pop-ups of late opening a neon orange pop-up most recently in Chicago’s West Loop neighborhood. The strategy inverts the traditional marque locations that luxury house focus their real estate development on to embrace ‘alternative’ pop-ups typically in neighborhoods with ‘underground’ retail establishments frequented by influencers that aren’t easy to get in front of.

Perhaps Soho isn’t alone in its envy as the strategy is one other luxury houses may be green with envy with as well.

100 Rivington Street
New York, NY 10002
Tel. 1.917.281.2007
Monday to Sunday, 12:00 PM – 9:00 PM