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Louis Vuitton’s 14th Maison At Roma Etoile by Katarina Radovic

  • January 31, 2012
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The fashion brand Louis Vuitton has opened the doors of its first Italian Maison. This was a huge project that required renovating the Spazio Etoile. This beautiful building is now called Roma Etoile and it is Louis Vuitton’s 14th Maison.

It was designed by the architect Peter Marino who renovated this former Cinema Corso in a modern artistic way, tailored to the needs of fashion. He has designed everything to the smallest details through contemporary art, while Czech artist Jiri George Dokoupil added a touch of his own - an installation at the front entrance.

The new fashion Maison also features a temporary exhibition of the famous trunks and valises related to the silver screen. I’m glad that Louis Vuitton has retained the buildings original function of cinema, so there will be screenings too. The first screening to premiere will be a documentary produced by Luchino Visconti di Modrone and directed by Guido Torlonia, called Handmade Cinema. Louis Vuitton is obviously trying to prove its respect for cinematography – they even made a collaboration with the Centro Sperimentale di Cinematografia, the most prestigious cinematographic school.

“In this historical venue, which has been dedicated to cinema for almost a century, we have taken up a cultural and architectural double challenge. Without taking anything away from the prestigious past of this symbol of the Eternal City, we are embarking on a distinctive project which combines exceptional craftsmanship, art and culture in time and space.” - Yves Carcelle, President of Louis Vuitton.

 

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BY Katarina Radovic

Contributor

Katarina Radovic
Since kindergarten she knew she was born in a wrong time. She is stuck in the 50’s, time of gold Hollywood, feminine and glamour. As a three year old she drew her first fashion sketch and fell in love with theater. That’s how her future was decided. Today she’s a student of fashion and theatre costume at University of Applied Arts in Belgrade. As a Senior Writer for Branding Magazine she’s active on the field of fashion branding and development.
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As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. A dedicated team of writers strives to keep its readers up-to-date with the biggest and freshest news about global brands, while concentrating on successful brand strategies, corporate and brand identity work, brand development and brand evolution.
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As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. A dedicated team of writers strives to keep its readers up-to-date with the biggest and freshest news about global brands, while concentrating on successful brand strategies, corporate and brand identity work, brand development and brand evolution.