Louis Vuitton's latest collaboration with multimedia artist Alex Israel is a vibrant exploration of Los Angeles through the lens of fragrance and sculpture. Since 2019, Israel has infused his artistic vision into the luxury brand's cologne collection, creating a unique amalgam of art, culture, and scent that reflects the essence of California.
The partnership has evolved into an ambitious project titled 'Ocean BLVD,' which invites audiences on a threedimensional journey through a boulevard that borrows from both real and imaginary dimensions of Los Angeles. The installation is a colourful homage to LA's architectural style and cultural vibrancy, echoing themes from Israel's previous work, 'Sunset Coast Drive.' Each cologne in this collection is represented as a building within a fantastical streetscape, showcasing contemporary Californian architecture that resonates with Israel's distinctive chromatic palette.
The centrepiece of this collaboration is a two-metrelong sculpture that required over 500 hours of meticulous craftsmanship by a team of 20 artisans. This intricate piece not only highlights Louis Vuitton's historical expertise in trunk making but also celebrates the luxurious materials synonymous with the brand, including Taurillon leather and natural beige leather. Each architectural element-from roofs to facades-has been hand-shaped and assembled, creating an immersive experience that bridges the worlds of fragrance and fine craftsmanship.
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