From July 10th to July 28th, Louis Vuitton is hosting four pop-up spaces spread across Beijing, as part of an event called “Beijing Fun” (北京范儿). The project aims to explore lesser known histories of Beijing through arts and fashion. Found by the Drum Tower in Beijing’s old city, Liangma River on the east side of the city, the post-industrial 798 Art District, and the capital’s Central Business District, the pop-spaces take the form of bookstores and cafés. Special activities fitting with the theme of each location have also been arranged, for example Chinese chess at the Drum Tower (a favorite pastime of the neighborhood’s elderly residents), and kayaking along the Liangma River. All of the spaces are painted red, an auspicious color in Chinese culture which also resonates with Beijing’s imperial history.
The event marks the latest iteration of the “Louis Vuitton City Guides,” a series of travel guides which was established in 1998 and now catalogues more than 30 cities around the world. The series is known for its novel perspective on cities, narrating their stories through the lens of their unique histories in art and fashion design.
As such, “Beijing Fun” sees the launch of the latest edition of the Beijing City Guide, and, in light of the upcoming Paris Olympics, a new Paris City Guide. Underlining connections between Beijing and Paris as Olympic host cities, the event’s opening day saw Olympic snowboarding champions Eileen Gu and Su Yiming spotted in 798, as well as actor Bai Jingting.
Online, many netizens were surprised by this large-scale project by a major fashion house, but also praised Louis Vuitton’s engagement with local culture.
All pop-up spaces are free to the public. Those interested in special Louis Vuitton-hosted tours exploring Beijing’s hidden travel gems can sign up via the brand’s WeChat mini program.
Banner image via BANG!
