Parisian environmentalists and associations are calling on the Mairie de Paris to withdraw the authorization granted to Louis Vuitton to decorate the facade of its future hotel on the Champs Elysées with a giant trunk. They put forward legal, heritage and ecological arguments.
At first glance, the idea seemed clever.
To cover the façade of the construction site for Louis Vuitton’s future Champs Elysées hotel with a giant trunk signed by the LVMH group’s flagship Maison…
At the end of 2023, two months after announcing its intention to open the malletier’s first hotel, a nearly 6,000 m2 space at Number 103, a listed building on the prestigious avenue, the Maison had installed huge metal and wood plaques with the well-known LV initials on the façade.
The idea of associating such a travel destination with Louis Vuitton’s signature luggage was very appealing.
LVMH had even obtained theapproval of the Paris City Council.
Contradiction with the law, respect for heritage and ecology?
Yes, but the giant trunk isn’t to everyone’s taste… In this case, not to the ecologist members of the Paris City Council and the associations SOS Paris and Résistance à l’Agression Publicitaire (RAP), who see it as a contradiction not only with the law, but also with respect for heritage and the requirements of sustainable development…
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Read also >Louis Vuitton to open its first hotel on the Champs-Elysées
Featured Photo: © SOS Paris
