Louis Vuitton strengthens its retail presence in Barcelona for the America’s Cup

In conjunction with the America’s Cup, for which Louis Vuitton is a sponsor, the French luxury house is reinforcing its commercial footprint in Barcelona with two temporary installations: a kiosk within the competition village and a pop-up store at Marina Port Vell, a prime location in the Catalan capital.

These pop-up spaces will remain operational until the end of October, coinciding with the conclusion of the renowned sailing competition, as confirmed by Louis Vuitton in a press release. The brand, a cornerstone of the LVMH luxury conglomerate, continues to expand its global presence through such initiatives.

The Louis Vuitton kiosk in Barcelona takes inspiration from traditional French kiosks, offering a curated selection of branded publications, including the brand’s newly launched travel guide dedicated to the city. Released just a few weeks ago, the guide pays homage to the many facets of Barcelona’s culture and identity.

Produced in collaboration with multidisciplinary artist Sergio Caballero, and featuring photography by Pascal Aimar, this guidebook shines a light on the dynamic contrasts of Barcelona. It highlights the city as “a culinary hub, a modern architectural beacon, and a centre of contemporary art, while also serving as a destination for both sailing aficionados and football enthusiasts,” the brand noted.

Simultaneously, the Marina Port Vell pop-up store showcases an exclusive capsule collection created specifically for the America’s Cup. Infused with nautical inspiration, the collection features both men’s and women’s offerings, including apparel, handbags, and accessories.

This commercial expansion aligns with Louis Vuitton’s broader strategy of increasing its presence in Barcelona, a city that has become pivotal to the brand’s strategy for 2024. Earlier in the year, the luxury house selected Barcelona as the location for its highly anticipated Cruise collection debut.

Established in 1854, Louis Vuitton has become synonymous with luxury and craftsmanship, and it continues to be a leading brand under the LVMH umbrella, which also includes prestigious names such as Kenzo, Fendi, Dior, Loewe, and Berluti.

In Spain, Louis Vuitton currently operates two boutiques in Madrid, one in Barcelona, as well as stores in Ibiza and Puerto Banús in Marbella. Additionally, the brand maintains two corners at El Corte Inglés department stores, located in Barcelona (Diagonal) and Madrid (Castellana).