GALLERIES

        Louis Vuitton’s Spring-Summer 2021 Men’s collection designed by Virgil Abloh opens to the public on Rodeo Drive on February 6, 2021 as part of The Adventures of Zoooom with Friends, an immersive Temporary Residency.

         

        Photo credit: Image Courtesy of Louis Vuitton I Mark Patrick I BFA.com

         

        Louis Vuitton invented the “Art of Travel” when he founded his namesake company in 1854, creating luggage, bags and accessories which were innovative, elegant and practical.

        Now Virgil Abloh, Louis Vuitton’s Men’s Artistic Director, has made art out of today’s iconic carrier of goods — shipping containers — and created a dazzling immersive installation. 

        The Beverly Hills Temporary Residency opens on Rodeo Drive this week, after a global tour that started last August in Shanghai, stopped off in Tokyo and Miami and now makes its West Coast debut.

         

        Photo credit: Image Courtesy of Louis Vuitton I Mark Patrick I BFA.com

         

        The Men’s Temporary Residency on Rodeo Drive is an installation made of bright red shipping containers. Inside each one is a set with mannequins posed in outfits from Louis Vuitton’s Men’s Spring-Summer 2021 collection, which visitors can peer at as if into storefront windows. Bouncing and billowing around the set are blow ups of his fantastical, animated “friends of Zoooom” characters.

        Abloh launched The Adventures of Zoooom as an animated short during the 2020 Digital Fashion Week in Paris. The crowd-pleasing narrative ended with shipping containers aboard a boat on the Seine, heading East and off on their global adventure. 

         

        Photo credit: Image Courtesy of Louis Vuitton I Mark Patrick I BFA.com BFA.com.

         

        Now his installation brings the virtual and real together. Visitors, who can see the Beverly Hills Temporary Residency in person via timed reservations, can amplify their experience with augmented reality. Guests can interact with the characters’ animated incarnations via QR codes on the exterior of the building that will activate SnapChat filters.

        The theme of re-use — the shipping containers as venues for display — is expressed in the Men’s Spring-Summer 2021 collection itself. Abloh says it is founded on “four methods of upcycling: new looks made from recycled material, looks repeated from the Fall-Winter 2020 collection, looks freely created by the studio during the lockdown using recycled material, and new looks created from existing ideas.” Menswear highlights presented alongside the Men’s Spring-Summer 2021 collection will include the Men’s Precollection, focusing on the essential weather-oriented requirements of the everyday wardrobe. 

        When asked about what the Louis Vuitton Temporary Residency means for Rodeo Drive at this time, Kathy Gohari, Vice President of the Rodeo Drive Committee, said “I’m thrilled. Truly it is a sign of us moving into the right direction. For brands like Louis Vuitton to invest in such a project during a time where we’re still going through a pandemic is so inspiring and brings joy and a bit of normalcy which is so necessary today.”

        Louis Vuitton Men’s Temporary Residency on Rodeo Drive:

        468 North Rodeo Drive, Beverly Hills, CA 90210.

        Open to the public from Saturday, February 6 through the end of the month.

        No reservations required. 

        #LVRodeoMens