January 24, 2021

Street Signs: Louis Vuitton x Supreme Stirs Global Frenzy, but a Well-Managed One

Megacrowds — many destined to be disappointed — greeted the long-awaited arrival of the Louis Vuitton x Supreme collaboration in pop-up shops around the world on Friday.
Just as Michael Burke, chairman and chief executive officer of Louis Vuitton, previously told WWD, the brand revealed the location of the pop-ups on Instagram only one day, or sometimes hours, before the release.
“There will be no marketing and no press release. We won’t be pandering to the customer. It’s all about peer-to-peer communication. We provide a very minimum amount of information and let the people judge us from there,” Burke said.
As reported, the collection, unveiled at Paris Men’s Fashion Week in January, is being sold exclusively through eight pop-ups in Paris, London, Miami, Los Angeles, Tokyo, Beijing, Seoul and Sydney. With the exception of the Miami pop-up, located in an exhibition space on the third floor of Vuitton’s Design District store, the stores have no prior connection with either brand. The Sydney pop-up is located at 95 Roscoe Street in Bondi Beach, while the Tokyo space opened in the Minami-Aoyama district, where more than 7,000 people lined up outside starting from the late hours of Thursday night.
At 8:30 a.m., only 400 of those

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