Louis Vuitton continues to establish itself as a huge player in the luxury market by opening its doors to the Townhouse within Selfridges, London. The store occupies 3 floors and was designed by Gwenaël Nicolas, a French born Japanese designer.
This structure wraps itself around a circular elevator that connects the different Louis Vuitton universes and is a suggestion that the journey of the Townhouse is supposed to continue, upwards. The short travel in the glass elevator then reveals a head turning surprise, as it begins to gently revolve, in tandem with the movement of the spiral.