Louis Vuitton cruise show to take place at New York's JFK Airport TWA Flight Center
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Nicolas Ghesquière, Louis Vuitton's creative director, is giving a whole new meaning to jet setting for the brand's 2020 cruise show. The site of the next location has been announced, and it is the TWA Flight Center at New York's John F. Kennedy International Airport. Ghesquière broke the news in an Instagram post this morning.
This will mark the first time the building has seen a crowd since 2001 when it closed. The location will officially be reopening on May 15 at part of the TWA Hotel, which will feature shopping stores, restaurants, and bars.
“The TWA Flight Center, a sheer evocation of travel itself, is inherently linked to Louis Vuitton’s commitment to exclusive architectural discoveries, to its art of travel, and represents an ideal close to Nicolas Ghesquière’s inspirations,” Louis Vuitton said in a statement.
Ghesquière has become well known for his choice of elaborate venues for Louis Vuitton's cruise show. One of his most notable venues to date was the Miho Museum in Kyoto Japan, a literal mountain top venue.
Cruise has become an increasingly important part of luxury brands business as consumers expect a constant demand for newness in the digital age. What was once considered a small sect for European luxury fashion houses has become just as important as spring/summer and fall/winter. Competitors including Prada, Gucci, and Chanel have been staging equally elaborate cruise collection shows for clients, editors, and buyers to further push the economic importance of the category.