For Louis Vuitton’s loyal customers, the long wait is finally over. After being shuttered for more than a year, the expanded LV store at Greenbelt 4 in Makati has reopened.
Jean-Baptiste Debains, president of LV Asia-Pacific, and Kit Zobel cut the ribbon with Edouard Faure, GM of LV for Micronesia and the Philippines, and Rhea de Vera-Aguirre, country manager of LV Philippines.
“We don’t talk about money,” said Debains, when asked about the renovation’s total price tag. “We prefer to talk about our products and the beauty and quality of experience inside the store. But, yes, it cost quite a lot.”
As if the store cocktails weren’t enough, VIP guests were then driven in groups to White Space, an events venue in Makati, to party until the wee hours. LV is known for lavish and creative parties to mark its store openings, and last week’s all-nighter proved no different.
From a single-level, one-room affair when it first opened to the public in 2003, the LV store has more than doubled in size, with two levels housing different “universes,” including a private salon for special clients and an adjacent after-sales area.
To add the Filipino touch, LV displays a huge painting of artist Roberto Robles, “Blossom 1,” in its private salon. The artwork is on loan from Galleria Duemila.
Of 458 stores the world over, only 40 or so have private salons for VIP clients. Apart from having enough space, said Debains, it’s important for LV to give its Filipino patrons a private space.
After all, added De Vera, the Philippines belongs to the elite circle of the top 30 LV “purchasing” countries.
A “prestige” wall just before the private salon features, museum-style, more expensive and hard-to-find LV bags such as the Mahina and Sofia Coppola limited-edition series. These pieces are arranged like works of art, but they’re for sale.
The private salon has a few expensive items. Two LV Lockit bags in red and black croc leather reportedly cost P1.53 million each.
“From 175 sq m, the store’s selling space has expanded to 402 sq m,” said De Vera.
Feedback
Customers’ feedback is good. Many believe the Manila store is now comparable to the best LV stores in such fashion capitals as Paris, New York and HK. Not a few also said that they now see LV’s products in a newer, more different light due to the store’s bigger, more posh surroundings.
Instead of building up, LV built down to what used to be part of Greenbelt’s underground parking area. This allowed LV to devote a bigger area to the growing men’s section.
Even the store’s façade had a makeover that now sets the store apart from neighboring businesses. From a nondescript frontage, LV has unveiled a huge white-and-gray Damier-inspired pattern.
Travel motif
True to its heritage of catering to luxury travel, LV also devoted a substantial portion of its receiving area to what it describes as the “art of travel,” which features luggage, traveling bags and iconic show pieces .
“Since Louis Vuitton traces its history to travel, we’d like to reproduce that in a way in our stores,” said Debains. “When people come in, they could linger and travel a bit inside the store.”
The same spirit animated the LV party at White Space. The pathway to the entrance was made to look like an airport runway that led to a set of LV trunk doors, where guests walked through as they entered the brand’s “World of Flight.” Miniature hot-air balloons and vintage-looking model airplanes adorned the venue’s dark interiors.
Opposite the so-called bag bar on the first level is a huge open area that serves as a lounge with tastefully upholstered sofas in neutral shades.
“Through the years, we’ve noticed that Filipinos love to shop in big groups,” De Vera said. “That’s why when we were planning the store’s expansion, we suggested that enough space be devoted to a lounge.”
Complete with leather-upholstered stools, the bag bar has LV’s classic and hottest “it” bags, including the popular Empreinte collection.
Several new colors and makes in the Empreinte series, particularly in aubergine and so-called orient, are exclusively available in the Philippines to mark the store’s opening.
“People have been suggesting that we do a special bag to mark this event,” said Debains. “We don’t do that. What we have are Monograms, which customers can personalize with their own initials. To celebrate a store’s opening, we also offer a number of bags, like the Empreinte, which are exclusive to the store until such a time they’re launched worldwide.”
Speaking of imprint, LV’s Manila store teems with inspirations borrowed from the LV store concept originally designed by American architect Peter Marino. Using local and imported components, including furniture pieces, a team of Filipinos executed designs that were developed and approved by the brand’s headquarters in Paris.
