As one of the select non-LVMH retailers chosen to stock the new Louis Vuitton menswear collection — Pharrell Williams' first offer as Creative Director for the brand — the store has launched it in none other than its prime piece of real estate, The Corner Shop in the London flagship. The hugely-in-demand pop-up space has become a Vuitton-dominated zone and will stay that way for the next five weeks, offering up a mix of Vuitton heritage and William’s-driven newness.

There are cubes that reference the season’s digital-pixels-meet-Damier-check, while music blaring from speakers references William’s own heritage in the music industry. The giant flagship’s windows are also showing the collection and the overriding mood (as always with Williams whose most famous song is called Happy) is joy, light and sun. The collection itself is dubbed Louis Vuitton LVRS and is pitched as ‘a love letter to the brand’, picking up all aspects of its offer from casual to smart, traditional to innovative. In The Corner Shop, visitors will be able to browse a curated edit of the SS24 fashion and accessories, designed with that pixelated ‘Damoflage’ chessboard print, alongside tailoring, leather jackets and retro sportswear.