The store’s facade, completely covered in digital screens, pays homage to Rome and Italy and welcomes visitors to the space. Drawing inspiration from 1950's Italian design, the choice of the store's materials echoes the monumental architecture of the Eternal City. For example, travertine, a clear reference to the famous sculptures and buildings across Rome, becomes the foundational element of the space, used both for the flooring and the numerous furnishings. Natural cowhide belts have been integrated with each one featuring exclusive finishes that also decorate Louis Vuitton luggage and trunks: the edging in red paint, the visible yellow stitching, and the iconic rivets in gilded brass. Reaching 13 meters in height, the ceiling suspends two Hughes H-1 Racer model planes as if dancing in mid-air, reconfirming the close link between Louis Vuitton and travel, the raison d'être of the Maison since its founding over 160 years ago.
Within this immersive space, visitors can discover Louis Vuitton's savoir-faire through the complete offer of leather goods, travel items, textiles, watches, jewellery, accessories, fragrances, ready-to-wear and women's and men's shoes. In addition, customers will have the possibility to customize their favorite Louis Vuitton leather goods products with a unique plane-shaped hot stamping, specifically designed for the Fiumicino store.
Image credit: Stéphane Muratet.