It’s official – Louis Vuitton‘s cruise 2017 show will be out of this world. The runway will be the first show hosted within the Niterói Contemporary Art Museum in Rio de Janeiro, Brazil; an iconic building created by Brazilian architect Oscar Niemeyer in the shape of none other than a flying saucer. It is here where creative director Nicolas Ghesquière will unveil his latest creation for the luxury label; and what a lovely view, too, as the museum overlooks the Guanabara Bay.
When news broke that the brand would stage its show in Rio, we were nearly overwhelmed thinking of all the possibilities for the runway, especially with the show’s proximity to the Olympics, which will be held in Rio three months later. The hype for both events will definitely boost morale for the Vuitton team, and for fans far and wide. According to WWD, Vuitton’s show will be staged on May 28, which also just so happens to be the museum’s 20th anniversary.
The last Vuitton cruise collection was shown in Palm Springs at the Bob and Dolores Hope estate, and viewers remarked at its mild resemblance to a UFO, but this season the resemblance is uncanny, which will allow viewers to totally transport themselves into a new, and futuristic, state of mind. Ghesquière rather romanticized the concept, adding a bit of poetry to the idea by illustrating that using unconventional buildings for showing collections is all “about being transported into a relationship where nature, geography, and architecture come together.”
The museum, according to Niemeyer is like that of a flower, complete with a reflecting pool around its base, with a red ramp curving around it; this will become the red carpet for Vuitton’s celebrity guests, come May.
Luis Vuitton has been doing a lot with visual and digital art with its shows in recent seasons, so with this spectacular location as its source, we can only assume this trend will continue. The use of social media and even video games (remember Ghesquière’s crossover with Final Fantasy?) shows that Vuitton is a frontrunner with incorporating technology into fashion, so with a UFO-resembling museum, there is a great deal of potential for a futuristic, technological set of clothes, that still manages to be perfect for customers seeking stylish resortwear.
Something tells me in the years to come there will be a mad dash for luxury brands to reach extravagant, inspiring locations to showcase their collections. It is definitely not a new concept, but each season we at least know to look forward to new locations that are rather groundbreaking for the season and for the purposes of the designers; it’s just a matter of who will get to new locations first. But if you ask me, I think we’ll be seeing a lot of Louis Vuitton, fronted by Ghesquière, at the front of the pack.
Photo courtesy of Vogue