Store study: Louis Vuitton
Metallic red balloons appear to be lifting a mannequin sat on a piece of iconic Louis Vuitton luggage in the windows of the Champs-Élysées store, Paris.
A gray velvet quilted backdrop with gold pegs has been designed to hold the season’s “must-have” handbags in London’s Louis Vuitton Maison flagship store in New Bond Street.
Being the Creative Director for the most recognized luxury brand in the world could be stressful. Faye Mcleod takes it all in her stride and enjoys the challenge of designing and installing innovative window displays across the world. Originally from Scotland, Mcleod has worked in London, New York, and now Paris for brands including Selfridges, Topshop, Liberty, and Jigsaw. Now as the creative force behind the inspirational window displays for the French brand Louis Vuitton, she resides in Paris and works from an office on Pont Neuf. She and her team are responsible for the innovative window displays that showcase the season’s “must-have” items that every fashionista desires.
Louis Vuitton is recognized worldwide as a luxury brand. Does this have an impact on how the windows should look?
“Definitely. The windows are always enticing and exciting, incorporating each with an element of surprise with the Louis Vuitton luxury consistent throughout.”
What techniques and practices do you have to consider that a lower-end chain-store retail outlet would not?
“As we work on each scheme we are able to experiment with the ideas, which includes prototyping everything in advance, giving us time to refine all the creative elements before the windows go ‘live.’ One example is the New Bond Street Maison: the ‘Cabinets of Curiosity’ window went through a number of different color treatments of gold until we were able to arrive at the one we felt worked.”
How do you maintain the high standards set by Louis Vuitton across the globe?
“All the creative ideas and decisions are made in Paris, as this enables consistency and considered development for the brand. We communicate to all our teams around the globe on a regular basis, which allows the creative work to be executed carefully and accurately.”
Do you have teams of visual merchandisers working in each country? How do you communicate your creative concepts to them?
“We have visual-merchandising teams all over the world. To maintain consistency we produce detailed creative guidelines and technical booklets. We also put a lot of energy into communication—there are several global seminars that we all attend each year.”
Your windows often differ between countries and cities. Why is this?
“Windows can occasionally be tailored specifically to a location or event (New Bond Street, for example). We also work a great deal with artists, and these collaborations are often place-specific—for example Vik Muniz in Brazil and Stephen Sprouse in the USA.”
Where do you get your creative energy?
“Travel, my team, exhibitions, friends, and yoga.”
You have collaborated with artists, stylists, and influential fashionistas. How important is it to enlist the ideas of others?
“It’s richly rewarding to work with other creative talents; this can push boundaries and inject a different approach to the studio. This was apparent when we recently collaborated with Katie Grand for the Louis Vuitton ‘Ready to Wear’ exhibition in the London Maison.”
You were recently in India. Did you get any inspiration for your future window schemes?
“Who knows? I did get to ride a painted elephant and returned to Paris neon pink thanks to the Holi festival of color.”
Your Bond Street Maison store in London opens soon. What can the Louis Vuitton following expect?
“Hopefully something unexpected.”
Gold cotton-reels hold thread in a variety of colors in this eye-catching window scheme in the Louis Vuitton store on the Champs-Élysées, Paris.
White doves escape from their gilt cages and circle around a human head wearing Louis Vuitton glasses in Paris. The Eiffel Tower has arrived in New York at the Louis Vuitton store. This clever use of a vinyl decal has been applied to the exterior of the store, creating an arresting result.
Whose windows do you admire?
“Coco Maya (London), Ted Muehling (New York), Hermès (specifically Rue de Saint Honoré). Moschino, Marc Jacobs, and Lanvin are always strong. Bergdorf Goodman is always elegantly ‘luxury.’”
You started your career at Selfridges, London and have worked in New York, and now Paris. What’s next?