UNStudio has sent to us the Louis Vuitton Maison Japan project to share it with our readers.

Imagining Louis Vuitton
The proposal aims to establish an architectural equivalent of the
identity of Louis Vuitton, which consists of a blend of classical and
modern qualities. The LV products celebrate traditional craftsmanship,
the mythology of travel, and luxury and celebrity. As a collection,
these products create a historic line that connects you, as the
customer, to other contemporary and historic participants in the
material culture of Louis Vuitton. This material continuity is
materialized in the architecture.

The idea of the Maison
The building follows the structure of a (grand) house: we distinguish
three levels, each spanning a varying number of split-level floors. The
three zones are vertically connected by a spine housing stairs and
elevators; visitors can take the elevator to the top of their chosen
section and then meander down, using the peripheral, curved staircases
that connect the split-level floors.

Image, pattern and after image
The architecture of the Maison does more than display the products to
best effect. It works together with the contents to give the visitors a
vision of a coherent world and of themselves in it. This vision extends
from the outside to all the details inside the building. For this
reason, a design solution that enables a ‘fractal’ approach that
preserves a unity between the large and the small scale was selected.

In this design, the element that holds the vision together and moves
through all the scale levels is the leaf shape. Both the façades and the
floor plans are characterized by large, leaf-shaped perforations and
indentations that sweep over several floor levels. The leaf is thus
found in the floor plan, in the section and in the elevation. It has
been applied to the construction as well, responding to
location-specific constructional demands.

The theme of image and after image is one which we explore in-depth
in this project. Literally, the after imager refers to the lingering
visual impression that is caused by intense or prolonged stimulation of
the visual retina. To us, after images include the entire range of
sensations and perceptions caused by intense impressions. The after
image is the image of the building that you take home with you; your
personal memory of the environment. In the store proposal, these visual
imprints are strongly related to the way we handle the brand language of
Louis Vuitton. The monogram has been elaborated, magnified, stretched
out in many dimensions and directions, contextualized and
dematerialized, to make its implicit presence felt throughout the store.
This way of dealing with the brand, not literally quoting it, but
architecturally responding to it.
Flagstore Louis Vuitton, Japan 2006
Client: Louis Vuitton Malletier
Program: Flagship store / Landmark building. Retail, café, spa, bookstore, event and exhibition space.
Building surface: ca. 6.000 m2
Building volume: ca. 40.000 m2
Building site: 746 m2
Competition dates: Nov 2006 – Feb 2007
Credits
UNStudio: Ben van Berkel, Caroline Bos, Astrid Piber with Mirko
Bergmann and Sebastian Schott, Ger Gijzen, Cristina Bolis, Juliane
Maier, Albert Gnodde, Andreas Brink, Michael Knauss, Morten Krog, Silvan
Oesterle
Advisors:
Structure, SMEP: Arup, Amsterdam
Lighting design: Arup Lighting, Amsterdam
Façade Engineering: Arup GmbH, Berlin