The luxury house celebrates 130 years of the Monogram with an immersive Soho pop-up showcasing its most iconic designs and exclusive editions.
Louis Vuitton is celebrating the 130th anniversary of its Monogram with a Soho pop-up designed to replicate a luxurious hotel. Through April, guests can “check in” to the Louis Vuitton Hotel and navigate a series of rooms that trace the Monogram’s history through the house’s most iconic bags.
Georges Vuitton introduced the Monogram in 1896 as a tribute to his father and a solution to counterfeiting. Over a century later, it has become a symbol of luxury and longevity.
Each room of the Soho installation is dedicated to one of the brand’s most iconic bags, many of which are presented in new or exclusive editions.
Guests enter through the Keepall Lobby, devoted to the soft travel bag introduced in 1930, a foundational design embodying the house’s enduring relationship with travel.
The Neverfull Gym showcases the cult-favorite tote’s capacity to hold almost anything, including dumbbells. Nearby, the Speedy Room 1930 is a cozy hotel suite dedicated to the lightweight bag, shaped by the era’s obsession with modern travel.
A gold-toned chamber called the Speedy P9 Safe Room presents Men’s Creative Director Pharrell Williams’ reinterpretation of the classic Speedy. Crafted through a meticulous 180-step process, the bag reflects the savoir-faire at the heart of Louis Vuitton.
Downstairs, the Noé Champagne Bar traces the origins of the drawstring bucket bag, first designed to carry five bottles of champagne. Around the corner, the Alma Terrace’s Art Deco, geometric design mirrors the bag’s structured, understated silhouette.
The dedicated care and restoration window offers clients repairs and maintenance, reinforcing the house’s commitment to longevity. Customization services, including hot stamping and patches exclusive to the space, remind bag owners that their pieces are personal and designed to endure.
The walk-through storyline of the Monogram reveals the tension between heritage and evolution, held together by technical mastery, that has kept the symbol relevant for 130 years.
The pop-up will remain at the Louis Vuitton, 104 Prince Street in New York’s Soho through April. Images courtesy of Louis Vuitton.
