The synergy between luxury and contemporary art reaches new heights with the latest collaboration between Louis Vuitton and multimedia artist Alex Israel. Their Ocean Blvd project is more than just a fragrance collection; it's an immersive experience that captures the essence of Los Angeles in a tangible, olfactory, and visual way.
Since their initial partnership in 2019, Louis Vuitton and Alex Israel have created a unique dialogue between fashion, fragrance, and art. Israel's signature style, characterised by vibrant colours and a playful exploration of Californian culture, has infused the Louis Vuitton Cologne collection with an unparalleled energy. Each fragrance is housed within a meticulously crafted, three-dimensional architectural masterpiece, transforming the olfactory experience into a visual spectacle. Inspired by Israel's 2022 work, Sunset Coast Drive, the project reimagines a quintessential LA boulevard as a fragrant architectural wonderland.
The experience of these made-for-L.A. scents begins with the Pacific Chill spa, where blue windows and a green overhang mirror the bottle's design, while a white cowhide facade embossed with the classic LV monogram reflects the calming, herbal fragrance. On the Beach follows, with a surf shop featuring a blue-orange gradient exterior that complements its beach-themed scent. The City of Stars cologne is then showcased in a fifties-inspired cinema at the centre of the boulevard, embodying the bold energy of the fruity fragrance and adding flair to the model's skyline. Next, an all-pink California Dream restaurant with a lavish facade reminiscent of Rodeo Drive encapsulates the vanilla-infused scent. The journey concludes with a Malibu-inspired beach lifeguard station housing the citrussy Afternoon Swim cologne, perfectly capturing the spirit of this vibrant collection.
