www.timeout.com/newyork: Fifth Avenue is no stranger to excess, but Louis Vuitton’s next act may raise the bar (literally) by half a dozen stories. Fresh plans filed with the city show that the French fashion house wants to replace its existing 20-story Midtown flagship with a shimmering 25-story tower that’s less shop, more lifestyle playground.
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When I first saw the title of this article I was not really sure what to expect when I went to read the article. Personally though I have never viewed designer brands in very high regard beyond the price tag and the statement that having said items makes when one walks around with them. So it is very refreshing to read that Loui Vuitton itself sees there own brand in the same way. If they viewed their brand as items to own and sell the 25 story building would be a giant store with different themed floors that sell different things, but that is not the case. Instead their flag ship building is geared to sell a lifestyle of luxury. I actually really like that the building will also allow anyone to explore the lifestyle of owning Loui Vuitton without actually own any products. One could explore the building and feel the life of luxury, and learn about what the brand has done and means. All before sitting down in the cafe and having a (probably overpriced) cup of coffee while looking over central park. Would be a perfect way for one to sit with the lifestyle of Loui Vuitton for a moment before heading back to reality.
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