Louis Vuitton brings La Beauté to life with immersive Soho pop-up

US – Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into a vivid showcase of La Beauté Louis Vuitton.

The activation immerses visitors in bold red décor, curved architecture and futuristic fixtures inspired by the company’s debut products: 55 LV Rouge lipsticks, 10 LV Baume balms and eight LV Ombres eyeshadow palettes. Designed under the creative direction of beauty guru Dame Pat McGrath, the space extends the brand’s heritage of artistry into beauty.

Guests enter through a portal of 28 digital screens before encountering mirrored orbs, monogram-shaped product stations and interactive rooms. These include a virtual try-on experience, personalised make-up consultations on iconic Verner Panton Cone Chairs, and Soho Corner, a screening room where the stories behind 10 signature shades are explored. At the heart of the space McGrath’s exclusive Beauty Station Trunk anchors the collection as both product display and objet d’art.

Open until the end of 2025, the pop-up positions Louis Vuitton’s entry into beauty as an immersive brand-building exercise that blends craft, luxury and innovation. Find more insights on how to create these immersive bricks-and-mortar stores in our Culture-coded Retail macrotrend report.