If there was any question about wether Louis Vuitton artistic director, Nicolas Ghesquière is an architecture aficionado, the location for the brand’s Cruise show 2017 should settle it. Last year, Louis Vuitton's last cruise show took place at the modernist Bob Hope estate in Palm Springs that draws comparisons to a spaceship. And the venue for this year's presentation is a close resemblance of a flying saucer.
Nicolas Ghesquière is setting the stage for the house's Cruise 2017 show with an out-of-the-box venue choice. The collection will show on May 28 at Rio de Janeiro's Niterói Contemporary Art Museum in Brazil. The building hovers at the top of the Guanabara Bay and is shaped like a flying-saucer disc, or an UFO with a large panel of spiraling window. The Vuitton show will be the first fashion show held at the museum and will coincide with its 20th anniversary.
Following the competition amongst luxury brands to win the digital front, Vuitton creative director himself announced his choice of the Niterói Museum via Instagram. Finding a visually spectacular locations for their off-season shows has become a small point of rivalry in the last year, cause it seems like, the crazier the venue, the better the Instagram game will be. For example, a few days after Louis Vuitton presented its resort collection in Palm Springs last year, Dior flew the fashion pack out to the Pierre Cardin-designed Palais Bulles ("Bubble Palace") just outside Cannes. Not to be outdone, Chanel held its cruise 2015 show at Seoul's Dongdaemun Design Plaza, a curving metallic structure created by the late Zaha Hadid. Without doubt, there are plenty more sweeping, futurist spaces around the world for the luxury sector to make use of while this aesthetic suits designers' moods.
However, this is not the only news from Louis Vuitton, because Ghesquière has just also joined Snapchat, with username: nghesquiere1. He promises more behind the scene looks at his travels, campaign shoot and the events leading to its Louis Vuitton Cruise 2017 show.