Let’s try a change in your Milan shopping guide! The concept of permanent pop-up store is a real innovation for Louis Vuitton, in which La Rinascente gets a new space. The ground floor becomes a temporary store with a constantly changing product animation and interior design. This enables the House to show the public a variety of new products.

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On the ground floor of La Rinascente store, a giant golden rabbit appeared: it is Rabbit, a stainless steel culture that with its “wrinkles” looks like an inflatable balloon. It is one of the most recognizable works of American artist Jeff Koons.

The artist, Jeff Koons, is the protagonist as well of this new “Masters” opening, a collection of bags and accessories, who brought imagery from his long-standing ‘Gazing Ball’ paintings ­– a series of large-scale hand-painted reproductions of works by the Old Masters – to a range of Louis Vuitton products.

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The rabbit housed in the department store – in the midst of celebrations for its first 100 years – is the protagonist of the first set up of the newly born Permanent Pop Up Store Louis Vuitton, the first in the world, which will rotate to host projects and special collaborations at the French House.

Starting from the “Masters” collection, Realized in collaboration with the New York artist who, after playing the work of da Vinci, Titian, Rubens, Fragonard and Van Gogh, transferred them to the Speedy, Keepall and Neverfull handbags as well as accessories for small leather goods and textiles.

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