A Facelift for Louis Vuitton SoHo

Monday, December 19, 2016

It’s fun to reinvent yourself. Some people change their hair, some get into fitness and try to get that supermodel body. Then there are full-scale makeovers.

Louis Vuitton’s SoHo location at 116 Greene Street completed an epic renovations on December 15. The interior, re-designed by Peter Marino, reflects the cultural, historical and architectural significance of the neighborhood and incorporates many original architectural details.

The new LV SoHo is reminiscent of an art gallery with its minimal, streamlined design and lighting concept. The new shelving is made from high tech carbon fiber. Appearing as a futuristic ribbon, the shelves feature an intentional twist. Marino balances that with textured custom finishes and furnishings made of petrified & recycled wood, leather, brass, and stone.

Parts of thge store are literally works of art. Marino commissioned Japanese artist Shuji Mukai to paint three of the columns, part of the floor and ceiling in what’s called the Women’s Universe department, angling the wall behind Mukai’s painted columns, making the artwork a focal point and consciously re-directing circulation. The free standing furniture, selected by the designer, includes pieces by renowned designers such as Hans J. Wegner, Vincenzo De Cotiis and Enzo Mari.

Giuseppe Penone’s work is also featured in the store, with works on display made of leather and bronze consistent with the overall design.

The product mix includes Vuitton’s wide range of luxury ready-to-wear and accessories, but there’s more up LV’s sleeve: The Objets Nomades collection of travel-inspired furniture and home accessories and exclusive products only available at the SoHo location include the Capucine Skyline handbag with silver and pink pearls cut, painted and varnished by hand and then embroidered onto the leather; the women’s “Star Trail” ankle boot; the “Runaway” sneaker; women’s “The Party” sunglasses, and a 2017 cruise collection dress embroidered with green sequins and for men, a spring/summer 2017 giraffe chambray shirt.

Since its arrival in 1998, the SoHo store has been a vital part of Louis Vuitton’s retail network. It was the first store to ever carry the brand’s ready-to-wear line. With this holiday season facelift, the boutique is brand-new…again.

Visit Louis Vuitton’s website at

Photo Credit: Paul Warchol. 


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by AVENUE insiderPhotographed by Annie Watt Agency / Sipa USA