Louis Vuitton is not just a fashion or a luxury brand but a true corporate citizen with concerns for all art forms. Being in the fashion industry they obviously support the training and development of fashion designers but they don’t restrict themselves to just one industry. Being a lifestyle brand they have a wide ranging interest in other art forms. They have recently opened a new Maison flagship store within the former Etoile, Rome’s first cinema. It is their way of supporting the Italian film industry.
The new flagship store includes a library and a screening room. It is part of the brand’s ongoing program to support different art forms. It is their way of fulfilling their social responsibility. There are several other luxury brands who have undertaken activities surrounding films. Brands like Lady Dior, Longchamp, Cartier and Calvin Klien have created web series, music videos and short films as their contribution to films and the film industry. However Louis Vuitton’s initiative is more focused towards the Italian film industry as its LV Maison Etoile Rome includes a book room dedicated to Italian cinema, especially Rome’s iconic Cinecitta film studios.
Louis Vuitton is collaborating with the Scuola Nazionale di Cinema del Centro Sperimentale di Cinematografia with the aim of developing new talent in the field. They have devised academic programs and will support genuine talent with scholarships. The flagship store has come up in the 1907 building in Lucina Square. The century old building has been reinterpreted for luxury retail by architect Peter Marino. The store is spread over three floors with a Baroque-style interior and a grand staircase resembling a film set. And most importantly the store features 19-seat cinema, which will screen short films, documentaries and original creations.