French luxury label Louis Vuitton opened doors to its first pop up store, Cabinet d’ecriture, at 6, Place de St. Germain, in Paris, dedicated to the art of writing last week. The store which is slated to be open for a year, will display a series of manuscripts provided by Gaston-Louis Vuitton, grandson of the brand’s founder. These rare pieces trace the exchange of numerous letters between Louis Vuitton and many noteworthy writers, editors and illustrators of the time. The store hopes to attract many travel writers and will also sell paper, ink and limited edition writing instruments created by St. Dupont.
The brand plans to slowly introduce this writing corner in their stores across the world in the coming year. This endeavour is an apt bid for the brand to grow as luxury lifestyle brand, moving beyond fashion and luggage.