EM – Elevators have transcended their utilitarian purpose, becoming part of architecture, art, and even fashion. Louis Vuitton cleverly brought elevators to its runway shows, turning them into a bridge between the past and the present.
In the world of high fashion, Louis Vuitton is known for its extravagant and unforgettable runway shows. One of the most iconic shows was the Fall/Winter 2011 presentation held at the Louvre Museum within the framework of Paris Fashion Week in France.
Besides the classy designs from the French fashion house, what surprised the audience was the majestic and sophisticated performance stage. Instead of appearing from the backstage as usual, the models stepped out from elevators designed in an ancient style.
The elevators brought by Louis Vuitton to the catwalk were inspired by the design of an antique wrought iron birdcage, bearing in mind the classic, elegant, and sophisticated feel of the 19th century. The entry gates are made of wrought iron, colored black with gilded highlights, and feature intricate patterns and designs.
Louis Vuitton opted for manually operated elevator doors instead of automatic ones. Each elevator was staffed with a well-dressed operator who would open the door to reveal a star-studded cast for their grand runway show. The stage was surrounded by people dressed in maid uniforms, and the entire setting evoked the ambiance of a 19th-century grand hotel.
Even the elevator cabins were transformed into a piece of interactive art. Looking inside, the entire elevator cabins were completed by the harmonious assembly of wooden moldings. The cabin ceilings were designed in the form of a concave dome made from wood with a patina bronze paint completing the antique effect, and evoking the nostalgia of this bygone era.
Marc Jacobs, the creative director at Louis Vuitton, was behind the concept of the show. This was not the first time Jacobs had used unexpected designs for Louis Vuitton’s runway shows.
In the past, he had set shows on an airplane, and a hand-crafted steam engine train installed in the courtyard of the Louvre.
All the shows offered viewers an immersive experience, taking audiences on a time machine back to the luxurious and majestic era of the 19th century.
This unique overall theme for the runway show was a tribute to Louis Vuitton’s origins in luxury luggage. Louis Vuitton brought about a great era of travel and tourism – where transportation, trains, planes, elevators, and hotels were the symbol of status and modernity.
Louis Vuitton’s luggage, which is also synonymous with luxury and quality, was an essential accessory for global travelers during this era.
Besides the nostalgic and sophisticated elevators, Marc Jacobs also brought escalators to Louis Vuitton’s runway show in the Spring/Summer 2013 collection held at the Louvre Museum within the framework of Paris Fashion Week France.
The entire stage transformed into a mesmerizing landscape of yellow and white striped escalators, creating a striking moving backdrop. Meanwhile, the runway below was also designed to mimic a giant chessboard. This architectural feat mirrored the collection’s playful juxtaposition of geometric patterns and bold colors.
Years later, after a sixteen-year tenure at the prosperous Louis Vuitton (2013), Marc Jacobs left the fashion house, leaving behind a legacy of unforgettable runway shows.
In his final retrospective show, all his impressive past collections were recreated once again, including set pieces from previous shows such as the carousel from the Spring/Summer 2012 show, escalators from Spring/Summer 2013, fountains from Fall/Winter 2010 and the elevators from Fall/Winter 2011.
This unique and imaginative use of elevators and escalators as a runway location showcases the brand’s ability to think outside of the box to create an unforgettable experience for its audiences. This also emphasizes the importance of architecture and design in the fashion industry.
The elevators and escalators themselves become a part of the show, adding to the overall aesthetic and storytelling of the collection.
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