Louis Vuitton-NBA Pop Up Store Chadstone
A Collaboration with Beauty and Synergy
Louis Vutton / NBA pop up, Chadstone, Melbourne, Australia. Written by Zita Watkin, Shop! ANZ
After an afternoon researching how retailers are presenting themselves this Christmas, I found a little brand collaboration oasis. The Louis Vuitton / National Basketball Association (NBA) Chadstone pop up was just what I needed to see. A bit of high-end global love bringing together two brands: so different in product, but with some serious synergy.
In January, Louis Vuitton unveiled their bespoke travel case made for the Larry O’Brien Trophy, presented annually to the NBA team that wins the finals. Thinking about it, the travel case was the perfect fit for Louis Vuitton to launch the collaboration. The Louis Vuitton name is the first brand that comes to mind when we talk luxury travel apparel, and the Larry O’Brien Trophy is awarded to the NBA team that wins the season.
NBA players are known to carry Louis Vuitton travel cases on flights between games. Both trophy and travel cases are iconic and synonymous to their retrospective brands.
Louis Vuitton capsule collection
The Louis Vuitton ‘capsule collection’ first revealed in October following the Los Angeles Lakers’ championship victory, features men’s ready-to-wear leather goods and accessories inspired by an NBA player’s wardrobe. The project was creatively directed by Men’s Artistic Director Virgil Abloh.
LV NBA pop up store design
Like the synergy between Louis Vuitton and the NBA, the capsule collections pop up that sits adjacent to its permanent store, is perfectly designed, embracing the light filled Chadstone atrium space.
On entry to Chadstone’s luxury store zone, the LV pop up is unmissable even though it has a minimalist sheer exterior. As a lover of colour, print and materials, I could not take my eyes away from the steel mesh that had been spray painted with an ombre sunrise of pink to yellow with the LV icons repeated.
The pop-up stores transparency is both welcoming and alluring. High end brands can tend to use opaque, serious colours with heavy construction methods and materials in their retail stores, so this was a true oasis in the luxury colours scheme of predominantly white, gold, and black. The design of the temporary store felt truly unexpected.
The inspiring, bright, contemporary theme of the store certainly suits the personality of the capsule collection. A quote published in Vanity Fair last week explains the NBA Capsule range spirit and this (for me) totally relates to the aesthetic presence of the pop-up.
“This collection celebrates the cultural contribution of basketball and its diverse characters, and the idea of relatability as a force of unity.” Virgil Abloh, Louis Vuitton Men’s Artistic Director
The LV/NBA pop-up gives me a Mark Rothko - ombre vibe. All things I love!
The visual merchandising inside the pop up is just as simple and wonderful as the exterior. Details like the ombre coloured trainer propping plinths and tables shrouded by hoop netting, create a strong sense of collaboration between NBA and LV products and brands. Mannequin styling is on point.
The pinnacle of the pop up stores interior is its basketball hoop complete with the LV backboard and stadium seating beneath. What perfect brand moments!
The Louis Vuitton Chadstone NBA Pop Up will be open until December 30.
Photo credit: Zita Watkin, Shop! ANZ, unless stated
