Check out the massive holiday animation that takes over the Louis Vuitton store in NYC every half hour

There is a lot to see down Fifth Avenue during the holiday season, and Louis Vuitton is only adding to the fun.

Now through December 25, the iconic brand is projecting a 240-foot-tall festive animation on the hard-sided trunk facade of its flagship store on 57th Street and Fifth Avenue, which is currently undergoing a massive renovation. Stretching a full 16 stories, the four-minute video runs approximately every half-hour, from 5pm to 10pm nightly, and combines “Louis Vuitton’s heritage with holiday spirit,” according to an official press release. 

It’ll be a welcome sight now that the Saks Fifth Avenue holiday light show has been canceled.

In-between the projections, the facade of the building pays homage to the company’s iconic trianon grey canvas, which dates back to the 19th-century but has been reimagined with a new monogram flower motif for the first time.

Photograph: Brad Dickson

Photograph: Brad Dickson

The trunk stack that makes up the front of the building is also a sight for sore eyes: partly built using 3D scans of the brand’s real hard-sided trunks, it features 840 rivets etched with the moniker “Louis Vuitton.”

Right across the street from the visual spectacle is Louis Vuitton’s foray into the culinary world/ Now open for a few weeks, Le Cafe Louis Vuitton offers a “luxury snacking” menu in a library-themed space filled with over 600 books, a partnership with STARR Restaurants led by restaurateur Stephen Starr, the mind behind luxury culinary destinations Pastis and Le Coucou, among others.

Basically, this portion of Fifth Avenue will feel like a deep-dive into true opulence.

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