A Sensory Journey into the House’s Vision for Beauty, Color, and Craft
Louis Vuitton steps into the beauty space with dramatic flair, unveiling an immersive pop-up in the heart of Soho dedicated to La Beauté Louis Vuitton—its newly launched cosmetics line. Located at 104 Prince Street, the temporary boutique is far more than a retail environment: it’s an experiential portal into the House’s evolving universe of beauty, anchored in its signature codes and interpreted through the lens of Cosmetics Creative Director Dame Pat McGrath.
Saturated in rich reds inspired by the 55-shade LV Rouge lipstick range, the space feels part futuristic dreamscape, part sculptural installation. Curved walls, mirrored orbs, and flowing lacquered shelving set the stage for a theatrical yet tactile encounter with the brand’s debut makeup collection, which includes LV Baume lip balms and LV Ombres eyeshadow palettes.
Visitors enter through a dramatic corridor of 48 digital screens before arriving at a Monogram flower–shaped station where the entire spectrum of La Beauté products is brought to life. Four oversized glossed mirrors frame the space, inviting guests to explore shades and textures in a heightened, almost cinematic way.
Interactivity is a key component of the pop-up’s appeal. In the Virtual Try-On Room, mirrored chrome spheres offer a digital preview of the collection’s lipsticks and eyeshadows, while the Make-Up Consultation Room provides one-on-one guidance in iconic red Verner Panton Cone Chairs. The Look Room, meanwhile, blends personality quizzes with light-based installations to suggest curated product pairings tailored to each visitor.
At the heart of the space is a beauty objet in its own right: the Beauty Station Trunk. Conceived by McGrath as a contemporary take on Louis Vuitton’s famed trunk-making heritage, the piece serves as a portable atelier—part storage, part symbol of artistry, and fully collectible.
In an adjacent corner dubbed the Soho Screen Room, guests can enter color-saturated digital worlds inspired by 10 of the collection’s most emblematic shades. Each one—whether lipstick, balm, or shadow—unlocks a visual and emotional transformation that bridges storytelling with spectacle.
The Soho location will remain open through the end of the year, offering both product and experience—a physical manifestation of a brand redefining beauty as lifestyle, identity, and artform.
La Beauté Louis Vuitton marks the beginning of a new chapter. With Pat McGrath at the creative helm, the House fuses trunk-making savoir-faire with cosmetics innovation, creating makeup that’s not only luxurious, but collectible. Every detail, from packaging to pigment, is elevated to the level of the House’s most coveted pieces in fashion and fragrance.
In true Louis Vuitton style, it’s not simply about launching a beauty line. It’s about building a world—one bold lip, gilded palette, and mirrored orb at a time.
