LOUIS VUITTON UNVEILS OCEAN BLVD:
ALEX ISRAEL'S ARTY POP EXCURSION
Since his collaboration with the Maison began in 2019, Alex Israel, a distinguished figure in contemporary art, has infused the Louis Vuitton Colognes collection with his idealized vision of Los Angeles.
This year, Louis Vuitton and Alex Israel are unveiling a new collaboration around the Parfums de Cologne collection. An invitation to a three-dimensional pictorial stroll along an imaginary Los Angeles boulevard. With its faithful nods to the city's typical style, this exceptional piece entitled "Ocean BLVD" echoes Alex Israel's work "Sunset Coast Drive", created in 2022. Each Cologne incorporates this wildly creative street scene and takes the form of contemporary Californian architecture, including references to its chromatic palette.
Made in France, this two-meter-long sculpture required over 500 hours of work and the commitment of 20 craftsmen. Every detail of this imaginary mini-city has been meticulously crafted, incorporating the Maison's historic expertise as a trunk-maker. From the roof to the facades and the palm leaves, each element has been shaped and assembled by hand, celebrating the Maison's noble materials such as taurillon leather, Taiga leather and natural beige leather. A colorful, immersive sculpture at the crossroads of perfume and exceptional craftsmanship.
Alex Israel offers us his representation of the perfect day along the Cologne Perfumes. The journey begins at the Pacific Chill spa, a space dedicated to well-being and vitality, reflecting the spirit of this detoxifying fragrance inspired by the cool Californian attitude. This scent captures nature's energies to exalt the senses with notes of blackcurrant, carrot seeds, and aromatic herbs. The spa's facade, covered in white cowhide leather embossed with the Monogram pattern, the Maison's signature leather, mirrors the blue and green gradient of the bottle, symbolizing the verdant hills and the blue sea and sky along the southern Californian coast. The Pacific Chill spa embodies this desire for horizons and a refreshing breath of ocean air, while the city gently comes to life under a clear sky.
The delightful escape continues at the On The Beach Surf Shop, a nod to the surfboard signed by Alex Israel, created for the launch of the Cologne that evokes the ecstasy of the sun, the rhythm of the sea, and the gentle warmth of the sand on the skin. This fragrance unfolds through the brilliance of yuzu, the sweetness of neroli, and the sandy notes of aromatic herbs. Echoing the bottle, the artist dresses the building in gradients of red and orange that blend into a soft blue, reminiscent of the sky's hues at Venice Beach. Golden brass Louis Vuitton rivets provide the finishing touch to the facade. The place embodies the delight of the shore, the call of the open sea, and the beach as an expanse of pleasure, while the sea spray radiates in the bright blue and transforms the landscape.
Midway through, we take a break at the City of Stars cinema, celebrating this evening Cologne, a nocturnal fantasy in a city that never sleeps. A quintet of vibrant citrus fruits—lemon, blood orange, red mandarin, bergamot, and lime—intertwines with tiare flower. Warmed by sandalwood, a base of powdery musk evokes a passion that lasts until dawn. The vintage building, inspired by the 1950s with its iconic neon lights and LV Monogram details on the facade, is adorned with pop colors to recreate the unique atmosphere of a night in Los Angeles when the setting sun gives way to the city's lights and beams of light traverse the sky.
Alex Israel invites a detour to the California Dream restaurant, a place that extends this perfect day to watch the evening descend and intoxicate oneself with the colors of a sunset when the sky is adorned with pink and blue. This stop pays homage to this Cologne, which marries mandarin with warm and airy ambrette. As night falls, vanilla benzoin envelops the skin in a gentle caress, creating a nocturnal melody. Shrubs adorned with Monogram leaves decorate the entrance. The place's colors are inspired by the bottle's gradient, presenting shades of pink and blue, while the roof is covered in pink cowhide leather. A place to capture the moment and relax in the joy of summer, while a sense of possibility fills our view to the limits of the infinite horizon.
To conclude this journey beautifully, nothing beats a final dip in the ocean of senses. The beach lifeguard tower in the blue shades of Afternoon Swim offers an opportunity to imagine a breathtaking view of the Pacific Ocean and feel the energy of the waves. This Cologne embodies a wave of freshness, where bergamot leads to a flow of delights on a deep wave of mandarin. Special attention is given to the blue Taiga cowhide leather roof, topped with a flag bearing the LV logo, and to the sand represented in semi-aged natural beige leather, emblematic of the Maison. This iconic Malibu beach tower completes this fanciful stroll along the Cologne boulevard, offering one last chance to savor this eternal summer.