Louis Vuitton flagship store on the Champs-Elysées
Located at No. 101 Avenue des Champs-Elysées, on the corner of Avenue George V and opposite the restaurant Le Fouquet, the Louis Vuitton flagship store occupies a magnificent Art Deco building that has retained its original dome and is a listed historical monument.
This iconic building was created before the First World War by the architects Louis-Hippolyte Boileau and Charles-Henri Besnard.
It spans 1,800 square metres spread over five levels connected by spiral staircases.
The most spacious Louis Vuitton store in the world, it was completely renovated by the American architect Eric Carlson in the early 2000s.
A few historical facts
Trunk maker Louis Vuitton opened his first boutique in 1854 on Rue Neuve des Capucines.
Although not yet renowned for his iconic handbags, Vuitton had already revolutionised the luggage industry by creating the first flat-bottomed trunks that were lightweight and waterproof.
Adorned with Trianon Canvas pattern, Vuitton trunks were an immediate success, replacing the bulky, non-stackable trunks with rounded lids (designed to facilitate water drainage) commonly used for travel.
Louis Vuitton’s participation in the 1855 Paris Universal Exposition was a resounding success for his company, but also a source of unfair competition.
Thus, faced with imitations from competing trunk manufacturers, Louis Vuitton launched a distinctive beige and brown pattern in 1876.
The success of these new trunks prompted the brand to expand its international presence and open a boutique on Oxford Street in London in 1885.
The first registered trademark for Vuitton was for the Damier Canvas pattern and logo in 1888, thus reinforcing the brand’s identity.
Georges took over the reins of the company in 1892 after the death of his father, Louis, and extended the reach of the brand across the Atlantic, presenting his creations at the Chicago World’s Fair in 1893.
In 1896, Georges introduced the iconic Monogram canvas, adorned with quatrefoil motifs, flowers, and the LV monogram, significantly reducing the proliferation of imitations and counterfeits.
In 1913, the Louis Vuitton boutique on the Champs-Élysées opened its doors at No. 101, becoming the largest luxury leather goods store in the world.
Until 1977, the brand remained a family business, before becoming a holding company. In 1987, LV SA merged with Moët-Hennessy to form LVMH, the world’s leading luxury group, which was ultimately acquired by Bernard Arnault in 1989.
Directions: 8th district – 101 Champs-Elysées
Metro: Franklin D. Roosevelt or Charles de Gaulle-Etoile on Line 1
Coordinates: Lat 48.871599 – Long 2.300481
