LOUIS VUITTON OPENS A TOTALLY GREEN POP-UP SHOP IN NEW YORK

Louis Vuitton has opened a new pop-up in the Lower East Side neighborhood of New York City dedicated to its menswear. Located at 100 Rivington Street, the corner space is a striking facade of neon green that envelopes the entire exterior, as well as inside the store.

In addition to the walls, ceiling, and floor being completely covered in neon, the store’s furniture, fixtures, and decor are also all rendered in the bright, acid-hued color. The fashion and accessories on offer are from men’s artistic director Virgil Abloh’s second menswear collection for the house, which featured razor-sharp tailoring, monochromatic suiting, and international flag prints.

The company says that the residency provides an “immersive experience” of the men’s fall collection, thanks to the striking visuals and no doubt Instagrammable photo opportunities the space presents. In addition, new prints inspired by New York City will be available, as well as the brand’s classic monogram accessories and patches inspired by Louis Vuitton’s archives. An updated version of their “Skate” sneaker will also be carried, and shoppers will be able to find an assortment of their rainbow and prism leather goods.

The pop-up will run from July 12 to July 21.