In class we read the article, “M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions,” specifically focusing on the Louis Vuitton luxury stores. In one section of the article, Luxemosphere: contemporary interior design, extravagance, and playfulness, it talked about the interior of Louis Vuitton stores and how they put so much thought and effort to make it as luxurious and high end as possible. For example, it explained how each shoe has a light box behind it so it makes the product look more beautiful, appealing and grand.
One thing Louis Vuitton likes to do is make their stores feel and look like a museum. One customer, Alicia, talked about how they display items in the store that are not for sale, only for display. They explained, “Viewers like Alicia not only notice the features of the store, they also experience pleasure in such details as where two ele- ments meet: for example, the museum quality/archival objects displayed with the objects for sale in glass boxes (pg. 352).” Another customer talked about how the store looks like it belongs to a home of a collector of rare arts and artifacts. They make everything in the store appear so glamorous which allows customers to know they are getting the best for what they’re paying for.
I really enjoyed this article because it make me realize these high end brand stores aren’t just a fancy store, they put so much thought and effort into making it the most amazing experience for their customers. It made me appreciate designer label stores so much more because you’re actually getting they quality and experience that you’re paying for. Customers really get pleasure when walking into a Louis Vuitton store because it’s like walking through a museum.
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