Louis Vuitton have surprised us with the design of their latest store: it's called Underground and it fits perfectly into the Japanese market. Underground has just opened in the Seibu shopping centre in Ikebukuro, Japan, a concept store that will only open for a limited period. This idea of the rouge luxury boutique is ironic due to the ever present counterfeit goods that can be in the Americas and abroad. But this shop is the real thing, its great to see that the worlds biggest brand still manages to have a sense of humor.
Interestingly, the store is located in the basement of the shopping centre - it feels like we're going into the storeroom. At first glance, the store looks like a warehouse, with all the typical icons of an industrial area. It has wooden boxes stacked one on top of the other, markings on the floor directing us to the various parts of the store, cranes, cones closing off certain areas, and all the French brand's exquisite creations.This latest Japanese creative project by Vuitton is a very interesting pop-up store, and the most fashionable warehouse i've ever seen.
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