The first Louis Vuitton Maison in Italy will open on 29 January 2012. This event is another landmark, over twenty years after the brand opened its first store in Rome, in Piazza San Lorenzo in Lucina.
“Roma Etoile” is set in a converted cinema, refurbished by architect Peter Marino. This historical cinema will provide an unusual backdrop for the products. Visitors will be able to view works by artist Georg Dokoupil before reaching the heart of the store, where an elliptical staircase pays tribute to the Baroque architecture of the Italian capital. It provides, thanks to its unusual shape, an open view of the three levels. The products on display will be luggage, exceptional leather goods, men’s and women’s ready-to-wear, shoes, watches, jewellery and accessories.
In addition, there will be a screening room where short films, documentaries and original creations will be projected. The first short film is a documentary titled Handmade Cinema, produced by Luchino Visconti di Modrone, directed by Guido Torlonia and written by Laura delli Colli. It is an example of Louis Vuitton's interest in "hand-crafted cinema." The maison will continue its partnership with the Centro Sperimentale di Cinematografia, the oldest and most prestigious school for cinema.â€¨â€¨
Yves Carcelle, President of Louis Vuitton, said, “In this historical venue, which has been dedicated to cinema for almost a century, we have taken up a cultural and architectural double challenge. Without taking anything away from the prestigious past of this symbol of the Eternal City, we are embarking on a distinctive project which combines exceptional craftsmanship, art and culture in time and space."