Louis Vuitton’s recently launched a new women’s perfume collection and first dedicated pop-up store at Printemps in Paris. But there’s more going on between the iconic department store and the luxury powerhouse. In addition to the temporary retail space, the latter has taken over the store windows and the atrium space of the women’s department to make an unprecedented brand statement on the premises.

Presented under the apt Louis Vuitton loves Printemps moniker, the windows depict a fantastic voyage to a new horizon and one that happens to continue inside the store. The aforementioned pop-up store – obviously a specially designed structure – is situated in the atrium, and embedded in a larger, slightly futuristic setting with undulating surfaces.

This setting forms the backdrop of mannequins wearing the brand’s a/w 2016 collection, in addition to displays laden with a range of exclusive Louis Vuitton products, including bag charms, items from the ready-to-wear range, leather goods and footwear.

Photography: Romain Ricard

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