Inside the Louis Vuitton Townhouse

ELLE goes to Selfridges for a preview

We’ve been talking about the new Louis Vuitton Townhouse for a while now, chattering amongst ourselves about what the three floor space in Selfridges would look like and how we couldn’t wait to try out the rotating glass lift that was being built through the centre of the store. And we told you in our November issue about the innovative digital touch table that was being installed, and the pieces of art and furniture being custom made for it. But now we can stop talking. Because it’s here, ready to be opened to the public tomorrow, and we were the first through the door this morning to get a preview.

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Yes, we tried out the lift, a great glass elevator within a spiraling steel structure that spins gently as it moves between the floors so that you get a 360 view of your surroundings – which this morning, as well as the store itself, included a clutch of French maids complete with black feather dusters. It’s as fun to ride in as we hoped.

The ground floor, which you can enter through a door that’s tucked between Selfridges main Oxford Street entrance and a snowy window display of colourful Vuitton bags, is an accessories wonderland, filled with everything from the Capucines bags to brightly coloured silk scarves and monogrammed luggage. It’s also home to the famed digital touch table, a touch sensitive screen that explains about the label’s history and its personalization services.

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The second floor is dedicated to the men’s collection while the third is home to womenswear. Right now it’s filled with the label’s a/w 2013 collection, all those coats dipped in sequins, delicate silk and lace dresses and mohair sweaters. It’s also where the artwork made by Barnaby Barford is displayed, incredible sculptures embedded in the mirrors made up of hundreds of white ceramic flowers – look closely at the biggest one and try to spot the Louis Vuitton flower nestled amongst the rest.

And, should you need another reason to pay it a visit, it’s the only place in the world right now that you can buy the label’s Icons s/s 2014 collection, inspired by Modernist furniture designer, Charlotte Perriand.

See our pictures of the store

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