LV NOW

Gaston-Louis has been described as a visionary as well as an aesthete, a man of his time while turned towards the future. One of his diverse and multiple interests was the conception and creation of windows displays. In a time where store windows were reinvented every week, his passion combined with grasping the aesthetic of the twenties allowed him to imagine numerous displays from a graphic and geometric standpoint; a series of modern sceneries that still feel relevant today in 2014.

In 1925 he wrote an essay for the publication Vendre on this matter: “The art of creating a window display fall both within a sharp sense of architecture and the skills of a stage director”.
He finishes the piece on a more poetic note: “The picturesque streets of the older days with its curious boutiques are now gone forever. While the 19th century street was quite dull, a wind of change seems to be blowing in this new century: the shopkeeper transformed his front window into a magnificent and modern façade. Let’s turn the street into a cheerful space (…). By our daily renewed efforts let’s draw the passer-by, let’s give him a reason to dawdle, to stroll!”