Louis Vuitton debuts Soho pop-up dedicated to new pump style

By

Roxanne Robinson

Published
Oct 31, 2022

For Manhattanites, holiday season dressing is kicking off early, thanks to Louis Vuitton. The LVMH mega-brand is betting New Yorkers will be pumped to get a sneak peek at its new high-heel style, the Sparkle Pump, and has opened a pop-up store dedicated to the shoe, indicating a hyper-focused direction for the brand's temporary stores.

The opening comes a week ahead of the worldwide launch of the new collection, which debuts globally on November 4. The store will carry 13 styles, nine exclusive to the U.S., of the pump and slingback shoe with a flared-sculptured heel with silver-tone inset on leather styles and a gold-tone on the crystal pavè styles for a flashier mood.

Along with the shoes will be a curated selection of the Coussin bag and coordinating leather goods that bear the same hardware. The name cushion, in French, recalls quilting on a pillow and is manifested in the brand's monogram. It is molded into a 3D all-white wall with built-in shelves.

The brand has been using two locations in Soho as revolving activations. Earlier this year, in April, a temporary men's store featuring the last collection that Virgil Abloh designed opened at 104 Prince Street. The space at 122 Greene, which houses the Sparkle shoe, is located along the street, fast becoming a European luxury lane of late, and has previously been used by the French house for short-term activations.

To help indoctrinate the new space, New York-based influencers Maria Dueñas Jacobs, Brigette Pheloung, Kate Bartlett, and Lauren Wolfe were recruited to promote the shoes in and around the downtown nabe which hosts the store.