Louis Vuitton Launches Soho Pop-Up

The experimental space at 104 Prince Street is open until the end of the year and features the French brand’s first makeup collection, launched under the creative direction of Dame Pat McGrath.

The pop-up shop was conceived as a bold, colour-saturated universe, where curved lines, organic shapes and undulating shelves in lacquered reds set the scene. Visitors enter through a curved portal with 48 digital screens before encountering a Monogram flower-shaped makeup station featuring the full collection – 55 lipsticks, 10 balms and eight palettes.

Interactive elements include a Virtual Try-On Room with mirrored chrome spheres, a Makeup Consultation Room with beauty stylists and a Look Room where personalised searches reveal selected styles and shades. Completing the space is the new Beauty Station Trunk, a collection piece created by McGrath.

Finally, a dedicated “Screen Room” also highlights 10 storytelling shades, including Monogram Rouge (a tribute to the house’s signature canvas), Rose Odyssée (a sienna pink that symbolises individuality) and Rouge Louis (a scarlet red that embodies bold femininity).

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