Last Thursday, Louis Vuitton unveiled their latest summer pop-up in SoHo, celebratingthe Pharrell Williams and NIGO collaboration for the Men’s Fall-Winter 2025 collection.
Louis Vuitton has a long history of iconic pop-ups—from collaborations with Takashi Murakami to Nike—and the streets of SoHo have been home to some of the brand’s most memorable activations. This time, the pop-up at 104 Prince St. and 122 Greene St. is decked out in sakura pink and silver décor, evoking the aesthetics of a science-fiction film.
Courtesy of Louis Vuitton.
This collaboration marks not the first, but an artistic manifestation of a “friendship for life” between Pharrell Williams and NIGO. The collection is deeply rooted in NIGO’s Japanese heritage and the duo’s shared passion for streetwear culture.
Pharrell Willams and NIGO in New York
Courtesy of Louis Vuitton.
At 104 Prince St., the space is a striking visual playground. Guests are immediately greeted by illuminated, life-sized side profiles of Pharrell Williams and NIGO, featured prominently in the back of the store. The dynamic lighting casts a soft glow over the silver-colored walls and sleek vitrines, which are designed to showcase Louis Vuitton’s latest offerings in a way that feels both modern and elevated. The curated collection includes ready-to-wear pieces, leather goods, shoes, and accessories that stand out against the minimalist yet futuristic backdrop.
The highlight of the space is the Charms & Accessories Bar, located at the center of the store. Here, guests were encouraged to personalize their Louis Vuitton bags with the latest charms from the collection. The bar becomes a focal point for interaction, as people carefully select and mix their favorite charms to create bespoke pieces. Some guests opted for a more understated approach, leaving their bags unadorned to let the craftsmanship of the house’s leather shine through.
Meanwhile, at 122 Greene St., the experience takes on a more cinematic, immersive vibe. Upon entering, guests are met by a cinematic portal of stacked LED cubes, which display footage from Louis Vuitton’s most recent fashion shows. The space feels more like a conceptual art installation than a traditional retail experience. Vertical drawers line the walls, showcasing the new LV BUTTERSOFT sneaker—a design that fuses the brand’s luxury ethos with streetwear sensibilities.
At the back of the space, a wall feature uses a fisheye effect, recalling the visual language used in the fashion show itself. This feature, designed to distort and widen the perspective, creates an ideal backdrop for guests to snap photos, giving them the perfect “selfie moment.” It’s a playful and interactive nod to the digital age of fashion, where everyone has a role in showcasing the collection online.
Collaboration Roots
Courtesy of Louis Vuitton.
Pharrell Williams and NIGO’s design partnership dates back to 2003 when they co-launched Billionaire Boys Club and ICECREAM. Their first collaboration with Louis Vuitton came in 2004, resulting in the iconic LV Millionaires 1.0 sunglasses. Later, in 2020, NIGO teamed up with former Men’s Artistic Director Virgil Abloh on the LV² capsule collection.
The current collection draws from the duo’s roots in streetwear and early 2000s culture, blending dandy elegance with a futuristic edge. Bomber jackets are embroidered with yellow flowers, while parkas and varsity jackets are crafted with Louis Vuitton’s signature leather and house insignia. Traditional tailoring is reinterpreted, with Japanese construction techniques adding a distinct twist.
“Streetwear-adapted staples from the sports and performance wardrobes are heightened with technical or artisanal finesse,”
Courtesy of Louis Vuitton.
A Japanese Touch
Louis Vuitton’s iconic motifs are reimagined with Japanese influence, evident in the sakura pink tones that appear throughout the space. From Cherry Blossom Damoflage leather bags to the Speedy and even the Damier-printed carpet beneath, the collection feels both distinctly Louis Vuitton and uniquely NIGO.
The LV FROG sunglasses, with their colored lenses, are a standout piece worn by many, a lovely nod to the duo’s inaugural collection.
The blend of past and present is seamless, as new and old friends of the designers mingle, discussing their favorite pieces. DJs, stylists, models, collectors, and athletes alike reflect the inclusive nature of the collection, proving there is a piece for everyone.
Courtesy of Louis Vuitton.
Courtesy of Louis Vuitton.
