Luxurious modern living room with large windows, beige carpet, light-colored walls, wooden furniture, a sofa with white cushions, armchairs with fur pillows, a glass coffee table with flowers and books, and a decorative wooden room divider.

louis vuitton rebrand

Modern hotel reception desk with two orange computer monitors, a decorative wooden front panel, and a stone top. Behind it, there are gold-colored metal screen dividers and wall mirrors. The area is illuminated with warm lighting from ceiling fixtures, and sunlight is coming through a window on the right.
Interior of a modern space with a wooden lattice ceiling, decorative bags, and a reflective gold wall mirror.

Software used: Revit, SketchUp, Enscape

ABOUT THE project

This concept project redefines the visual identity of Louis Vuitton by pivoting away from traditional, surface-level monogram repetition and embracing a philosophy of "minimalist luxury." Designed to resonate with a modern, high-end consumer, the rebrand shifts the focus from loud logos to architectural branding, structural form, and the intrinsic quality of materials. The new identity utilizes clean lines, subtle geometric cues, and a refined spatial experience that communicates prestige through understatement rather than volume. By stripping back the excess and allowing the silhouette and craftsmanship to take center stage, the project reimagines how a legacy fashion house can command a powerful, sophisticated presence in both the physical and digital retail landscape.

A split view of an interior space: on the left, a modern living room with beige walls, beige curtains, white carpet, a dining table with gray chairs, a black shelf with books, and a gold wall decoration; on the right, a room with a wooden grid ceiling, wooden grid walls, and large windows revealing a cityscape with buildings and sky, with patterned wood flooring.

the concept

The space embraces a radical, "cut-in-half" aesthetic, physically dissecting the architecture to create an immersive, inside-out entry sequence where guests enter directly into the core of a deconstructed Louis Vuitton trunk. This experience is dramatized by a sharp, vertical fissure that splits the volume, allowing each side of the space to perform a distinct role in how the brand is experienced. On one side, you are enveloped by the structural chaos of the checkerboard pattern lining the floors, walls, and ceiling. Within this intense, complex woodwork, the eye naturally seeks out points of rest, which heightens the appreciation for the product; the clean, minimal luxury garments are placed strategically on this side, standing out as serene anchors against the pattern. Conversely, the open, minimalist lounge is positioned on the light, airy side of the store. By stripping away all visual noise and pattern from this zone, the architecture recedes, intentionally allowing the guest to become the true centerpiece of the space.

Interior view of a modern room with a wooden grid ceiling, illuminated wall lights, and decorative items like handbags and a shoe on display.
Luxurious living room with beige and brown color scheme, large windows letting in sunlight, modern sofas, unique geometric coffee table with a flower arrangement, and decorative wooden room divider.
A modern living room with beige carpet, beige sofa with gray cushions, a glass coffee table with white decorative sculptures and a magazine with white lilies in a vase, and a wooden chair with a furry orange pillow.

seating area

On the light, minimalist side of the store, the seating area offers a more reserved atmosphere, yet its connection to the brand remains incredibly heavy and intentional. Rather than relying on surface patterns, the branding is woven directly into the structural form: the custom seating arrangements are geometrically shaped into distinct "L" and "V" configurations, while the coffee table is anchored by massive marble blocks carved into the unmistakable silhouette of the LV initials. To break away from the rigid, orthogonal grid of the checkerboard and the overall squareness of the room, this entire lounge section is set at a dynamic angle. This deliberate architectural twist disrupts the straight lines of the space, creating a sophisticated tension that draws guests in while maintaining the brand's new language of structural, minimalist luxury.

Modern living room with a wooden grid wall, sunlight streaming through large windows, and stylish furniture including a sofa, chairs, and coffee tables.
Interior view of a modern living room with a high ceiling and wooden accents, including a bookshelf wall, a sitting area with couches and coffee table, and large windows letting in natural light.