I'm in la La Citta Eterna today with
Louis Vuitton to celebrate the opening of the
Maison Louis Vuitton Roma Etoile (Vuitton's first Maison in Italy), housed in the iconic Etoile cinema. So in the meantime, I thought I'd leave you with a little aperitivo to whet your appetite for Friday's main event. But rather than begin telling you about the intricacies of Vuitton's converted cinema, and how the new flagship will not only preserve the Hollywood heritage of the building, but internalize and revitalize it, I'll share with you this wonderful interview with Peter Marino, Vuitton's master architect for whom Etoile is his newest born.
Q: What makes thi setting exceptional?
A: Once upon a time there was a cinema built in the beginning of the XXth century, whose front was intact. The story begins like this... Louis Vuitton asked us to make reference to the glorious past of the cinema Etoile while also undertaking a major renovation. It is the kind of challenge I love – precise and fascinating from a conceptual and an architectural point of view.
Q: How did you design the project?
A: We drew our inspiration from the world of cinema to design this store. The first thing one sees upon entering the store is a piece by artist Dokoupil who works using hundreds of strips of film. Customers then continue through a frame-like structure bearing images of the history of Roman cinema. It is a way of taking customers out of their everyday world, and into an exceptional environment.
Q: What are the key words that describe this achievement?
A: Speed, movement, light and film. From the entrance, a large six-metre screen will be visible. It will be possible to watch anything from short films, documentaries, or even creations by video-director artists. The store really will be the only one of its kind in the world.
Q: How is it set out?
A: The ground floor is dedicated to leather goods, leather taking prime position. The basement is reserved for men. The monumental and elliptical staircase leads from here up to the first floor where the women’s collections are to be found, including ready-to-wear, jewellery, shoes, and the cinema screen as the finishing touch.
Q: Does the staircase have a special role in this layout?
A: Rome is a baroque city. As an artist, if I want to make the spirit here baroque, I need to interpret it in a modern way. This is why I created this staircase in the form of a calyx; it is unique in the world. The one I created for the Louis Vuitton Maison on New Bond Street is totally straight; the one in the Maison on the Champs-Elysées is very different with the big escalator. The one in the New York 5th Avenue store is brutally logical, inspired by a gridline system which recalls the grid pattern layout of the city.
Q:...and in rome?
A: I played with the architecture of the staircase. I made an enormous hole in its centre and steps of different widths to make it elliptical. It is not a perfectly round Renaissance-style, nor does it have a modern shape. It is alternately thick then thin, and then changes again. It is baroque-shaped, very uneven, highlighted by a luminous strip that runs under the stairs like a strip of film.
Q: What are the main principles of the sophisticated architecture of Rome Etoile?
A: Three key factors were at the basis of the creation. The lobby with the photo gallery which retraces the history of cinema, the baroque staircase in the form of a calyx which calls to mind the architecture of the city, and the presence of a cinema on the first floor which acknowledges the history of the venue. All of this in a Louis Vuitton store. For me, that is the spirit of Rome.
Q: In your opinion, is a store made to last, in the same way a monument is, or is it rather a short-lived creation, following fashion and therefore destined to fall into decline?
A: I like the fact that stores last a generation. I don’t like trendy places, which are subject to the diktats of fashion. Once the effect of surprise has worn off, two or three years later they look dated! It is very unpleasant when something is so old- fashioned that in a glance it can be seen as belonging to a specific era. On the other hand, I also don’t like the idea of a concrete creation, built to last forever. I like the changing nature of my creations. But what I am most proud of is when a store I have designed lasts a generation without ever going out of style.