A Study on Facade Design in Flagship Stores of Luxury Brands : Focused on Louis Vuitton

LOUIS VUITTON is a globally recognized luxury brand with a unique design aesthetic and a strong presence in the luxury industry. The façade of a flagship store is not only a part of the building, but also an important medium for communicating brand information. Therefore, this study investigates the design characteristics of LOUIS VUITTON flagship store façades around the world and analyzes how the brand image is expressed on the façade. Six representative LOUIS VUITTON flagship store façade designs from around the world are studied in this research. This research utilizes theses and dissertations on topics such as “luxury flagship stores” and “spatial facades” as primary research. First, the basic theoretical framework of the related literature is analyzed, and the characteristic expressions that appear in it are summarized and derived. Then, we analyze the façade design of LOUIS VUITTON's global flagship store and summarize the basic characteristics. Among the nine characteristic elements that were finally identified, place, region, and functionality were analyzed as the basic characteristics of the façade design, and originality and aesthetics became important design strategies. The façade design of the LOUIS VUITTON flagship store is the result of a comprehensive expression of elements such as place, experience, and aesthetics. It conveys brand values through differentiated expression and builds a connection with consumers around the world. This positive design strategy successfully expresses the brand's cultural image and strengthens its appeal and future growth potential.