Village green: Luxury brand goes gardening

Village green: Luxury brand goes gardening

Village green: Luxury brand goes gardening

#575 / 0

London ? With the Chelsea Flower Show already in full bloom, Louis Vuitton’s Westfield store adds to the greening of the UK capital this week. The luxury brand’s newest London store ? which opened yesterday as part of the shopping centre’s luxury zone, called The Village ? features a ‘mobile urban vegetable patch’ installation by Turner Prize-winning artist Jeremy Deller.

Louis Vuitton’s collaboration with Deller signifies a heightened consumer awareness of the importance of urban outdoor spaces and a huge surge in interest in gardening.

‘A good garden is a work of art in itself, and the British love of gardens extends from the practical allotment to the manicured lawn,’ Deller says. ‘In London we have to appreciate nature wherever we can find it, and my installation will reflect this, combining the strange beauty of the scarecrow with a mobile urban vegetable patch.’

Deller’s patches of green are housed in store and dotted around the Village, and take the form of little pots of earth in transportable bags. The artist has spoken of his desire to collaborate with East London gardeners to celebrate some of their most beautiful transportable gardens and bring them to Westfield.

Louis Vuitton, Westfield - mobile urban vegetable patch Louis Vuitton, Westfield - mobile urban vegetable patch
Louis Vuitton, Westfield - mobile urban vegetable patch Louis Vuitton, Westfield - mobile urban vegetable patch
Discover More News
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
New wearable tracks hydration levels in real time

News

New wearable tracks hydration levels in real time

Researchers at the University of Texas at Austin have developed a non-invasive wearable that continuously monitors hydration levels in real time.
Wearable Technology : Healthcare : Hydration
Stat: Online resale is booming in Britain

News

Stat: Online resale is booming in Britain

Online resale is booming in Britain, with pre-owned shopping now worth £4.3bn ($5.8bn, €5bn) annually and is set to rise to £4.8bn ($6.4bn, €5.5bn)...
Retail : Fashion : Technology
Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

News

Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

Prada’s campaign for the 2025 Qixi Festival – often referred to as Chinese Valentine’s Day – reimagines China’s legendary love tale through an...
Luxury : Fashion : Chinese Folklore
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN