Louis Vuitton opens fragrance pop-up

Louis Vuitton's first fragrance launch in 70 years will see it debut a concept pop-up, Les Perfumes Louise Vuitton in the US. After successful pop-ups in Europe and Asia, Michael Burke, chairman and chief executive officer of the LVMH Moët Hennessy Louis Vuitton-owned label, said the brand's "special relationship" with California-made South Coast Plaza made it the ideal first location for an American retail experience to kick off the collection of seven fragrances that launched in September.

Burke told WWD. "Launching a perfume for us is about being faithful to our roots and this is our first perfume launch in 70 years. It's about reacquiring this trade with a desire to create permanent, innovative and iconic scents."

Louis Vuitton only sells its fragrances in its own operated retail and department store shop-in-shops. There will be no stand-alone fragrance boutiques or wholesale. The fragrances "are meant to be ephemeral," Burke told WWD, "just like any other Louis Vuitton product, the perfumes will be sold exclusively in Louis Vuitton stores. Pop-up stores are great tools for us to tell the story behind our products, especially for such a special project like our multiple fragrance launch. They create the excitement and they allow us to connect with our clients in a different way."

Photo credit:Louis Vuitton Le Bon Marche