Marcel Wanders wraps the Louis Vuitton store in Miami with a diamond facade
Dutch studio Marcel Wanders has created a patterned white room divider for a Louis Vuitton menswear store in Miami that draws inspiration from the luxury brand’s signature leather goods and monogram.
Located in the heart of the city’s Design District, the store opened in December 2021 during Design Miami.
While the building and interior design were handled by the company’s in-house team, Marcel Wanders’ Amsterdam-based studio created the exterior screen, dubbed the Diamond Facade.
In addition to Miami’s modernist architecture, the design draws inspiration from an earlier product created by Marcel Wanders for Louis Vuitton – the Diamond Screen room divider, part of the brand’s Objet Nomades collection. The score was unveiled in 2017.
“At that time, we wanted to create, from a single hexagonal module, a standing room divider, as well as a whole suspended modular system that could be used as an interior element for the LV store”, said Gabriele Chiave , the design studio. creative director.
To design the module, the studio assessed the qualities of the LV brand and focused on its leather craftsmanship – in particular, the leather straps of its signature bags.
“With these straps, we began to explore form to create a module,” the studio said. “This is how the hexagonal module found in the pattern was created.”
“It also references the Louis Vuitton star monogram in a very elegant and subtle way,” the studio added.
A series of modules were then connected with brass clips, similar to those found on Louis Vuitton bags and trunks, and the Diamond Screen was born.
“To summarize, starting with a bag strap, we created a module, which became a room divider, which then became a larger interior element, and finally a large-scale architectural facade,” said the team.
To construct the building’s screen, the team used laser-cut metal plates that are welded together. The panels are white in color, which recalls the character of Miami and gives the store a new look, the team said.
Rather than being a flat surface, the screen has a sculptural form, with several projecting planters that extend to the pavement below. This dynamic shape enhances the pattern and creates a sense of movement, Chiave said.
There is a space of 30 centimeters between the screen and the exterior wall of the building, which gives an interesting play of shadow and light.
“When sunlight hits the building, the shadow of the metal facade falls into the wall, creating a pattern shadow effect,” Chiave said. “This shadow creates a beautiful illusion of depth or second skin.”
At night, the building is brilliantly illuminated by internal light sources, which also produces a sense of depth.
This faceplate is the latest iteration of the Diamond Screen pattern. Louis Vuitton has used the design as room dividers and backdrops in permanent stores and temporary installations.
“Due to the essence of this pattern anchored in Louis Vuitton’s iconic monogram, as well as its connection to the brand’s fine leather goods, it has become a relevant symbol for the brand’s conceptual visual communication,” said Chiave.
The Miami store is the French fashion house’s second independent menswear boutique, the other being in Tokyo. The artistic director of Louis Vuitton’s men’s line was Virgil Abloh, who died last November of cancer at the age of 41.
Other Louis Vuitton locations include an Amsterdam boutique by UNStudio which
has stainless steel and glass bricks, a Seoul store by Frank Gehry that is topped with wide glass “sails”, and a Tokyo flagship store by Jun Aoki & Associates that has an undulating, pearlescent facade.
The photograph is by Marcel Wanders.