Louis Vuitton opens first U.S. fragrance pop-up store at South Coast Plaza
The Louis Vuitton fragrance pop-up is making its way to the Americas after a global, five-city tour, which began in October and included stops at Printemps Haussmann and Le Bon Marché Rive Gauche in Paris; Harrods in London; Shinsegae Gangnam in Seoul, and the Dubai Mall. The first U.S., in-store fragrance experience for the brand is scheduled to happen Thursday at South Coast Plaza in Costa Mesa, California
Michael Burke, chairman and CEO of Louis Vuitton, said the brand’s “special relationship” with California-made South Coast Plaza the ideal first location for an American retail experience to kick off the collection of seven fragrances that launched in September.
“It [the relationship] goes back as early as 1940,” Burke told WWD. “Launching a perfume for us is about being faithful to our roots…[and] this is our first perfume launch in 70 years. It’s about reacquiring this trade with a desire to create permanent, innovative and iconic scents.”
While the global retail concepts operated anywhere from two-and-a-half to nearly eight weeks, the Costa Mesa door will be open to the public for over six months, closing on July 1.
But don’t expect the brand to introduce stand-alone fragrance boutiques. Burke said these retail outposts are pop-ups for a reason.