Celebrating the launch of Pharrell William’s debut men’s collection with Louis Vuitton, Selfridges has unveiled a beautiful new pop up within The Corner Shop. Open today and up for five weeks, it brings the Creative Director’s Paris Fashion Week vision to London, honouring both the heritage brand’s long-lasting, timeless history and Williams’ imaginative artistic vision. A blend of classic and innovative, it embodies the essence of the SS24 menswear collection: Parisian landscapes serve as backdrops, clusters of cubes hearken back to the season’s pixelated reinterpretation of the 1888 heritage Damier chessboard graphic, mannequins appear in motion, and show music plays from speakers. With a perfect setting, Louis Vuitton Lovers offers visitors the chance to immerse themselves in a world of fashion, music, and community — and, of course, to shop a curated edit of the Louis Vuitton collection.

To accompany the shop, each of Selfridges’ windows will house displays of the collection — playing with light and sun and encouraging viewers to contemplate a key question: What will you do when the sun shines on you? Every passerby is sure to feel a jolt of energy as they make their way through the streets of London, celebrating the new year with thoughts of new beginnings and the future to come.