Temporary pop-ups for the prestigious sailing event.
As a key sponsor of the America’s Cup, French luxury house Louis Vuitton is enhancing its retail footprint in Barcelona with two temporary pop-up locations: a kiosk within the event’s competition village and a boutique at Marina Port Vell, one of the city’s most iconic destinations. These installations will remain open through the end of October, coinciding with the final stages of the prestigious sailing event.
A new travel guide for Barcelona
The kiosk, inspired by traditional French street kiosks, offers a curated range of branded publications, including the newly released Louis Vuitton travel guide dedicated to Barcelona. Produced in collaboration with artist Sergio Caballero and photographer Pascal Aimar, the guide showcases the city’s vibrant contrasts. It highlights Barcelona as a cultural and culinary hotspot, a hub for contemporary art, and a destination for sports fans — from sailing enthusiasts to football lovers.
Nautical-inspired capsule collection
At the Marina Port Vell pop-up, Louis Vuitton presents an exclusive capsule collection inspired by the America’s Cup. The collection includes nautical-themed men’s and women’s apparel, handbags, and accessories, offering a unique blend of fashion and function tailored to the event.
Barcelona: a key city in Louis Vuitton’s 2024 strategy
This retail expansion is part of Louis Vuitton’s broader push into Barcelona, a city that has taken on growing importance in the brand’s strategy for 2024. Earlier this year, the luxury brand also chose Barcelona for the debut of its highly anticipated Cruise collection.
