La Galerie d’Asnières, Louis Vuitton — My visit into the world of timelessness.
In Asnières-Sur-Seine, a North West suburb of Paris, along the river Seine, stands the house of Louis Vuitton. The birthplace of an iconic brand, the house and atelier withstand the test of time. Since its start, the legendary work of Louis Vuitton done here has given luxury a definition. My visit was nothing short of a pilgrimage.
The home itself has been re-designed in the trademark angular Frank Gehry style. The entrance of the house is through an unmarked dark brown door. A gabled roof, grass green shutters and white brick render humility to the cottage. A heritage walk through the door into the home where five generations of Vuittons have lived.
The wall by the front door adorns a painting of the founder. Family pictures punctuate a floral ceiling replete with tendrils. The ceramic fireplace looks enchanted with organic curves in glossy blue enamel. Art Nouveau stained windows allow sunlight to paint an esoteric picture of the lawn.
Patrick-Louis Vuitton, Louis’s great-great-grandson, moved out of this house in 1964. He oversees operations at the atelier which is still functional with its 200 workers. They churn out special orders, trunks, and prototypes for collaborations. A steel-girded three-storied glass factory with a barrel-vaulted roof accompanies the house.
This is where Asnieres artisans yield their magic. It is here that they build rigid trunks, designs in rare exotic leathers and special orders. A confluence of perfection, technical innovation and quintessential style. They build works of art with unseen initials pencilled onto the wood interior of each trunk.
I watched a documentary on the brand and its history and learnt about the art and craft of Louis Vuitton. It was fascinating to know the 300 steps required to make a python Capucine handbag. Or, the humble beginnings of the Malle Fleurs as a bare beechwood box and lid.
I then took a tour of La Galeria, the permanent exhibition space at the property. The Galeria was like a time capsule. I embarked on a journey which took me through the history of the mansion and the brand. Rare and celebrated objects from the archive narrated its history. There was the first design of a Louis Vuitton trunk. Trunks that doubled up as camp beds. A trunk that was custom-built to hold 36 pairs of shoes. Even one made for a Maharajah to transport his silver tea sets!
Another section of La Galeria houses modern iconic design collaborations. Work done with Takashi Murakami, Supreme and Yayoi Kusama is on display. Also on display is the Iconoclast collection and even work done for FIFA!
The time-travel taught me how a brand adapts over a period of time. The importance of deep research in the evolution of technology and design over a century. I even learnt how a brand can be innovative yet achieve extreme detail. It is impressive how the Vuitton family adapted their products for a changing world. The design journey evolved from box-like trunks heaved into horse-drawn carriages. To the flat-bottom canvas models for ocean liners. And finally moulded into shape for the back of automobiles — hence the word “trunk”, the American word for “car boot”.
The curation of La Galeria makes one feel like they’re a part of the Vuitton family. As a pilgrimage, it taught me what the brand symbolises. And why it defines Western “Art de Vivre” even after 150 years.
All pilgrimages must come to an end. Mine ended in popping bottles of champagne. A close family representative shared personal anecdotes about the family. I also learnt about the brand’s future plans. And its diversification strategy for the global market of today.
In a transitory world of millennial indulgence, Louis Vuitton stands for permanence. The purity of its craft resonates in the perfection of the products. Evolving yet championing the same value systems, the brand teaches us immortality and humility. Like the brown door on Rue Louis Vuitton that so many walk past. Without noticing, the savoir-faire in the making of each case and trunk. But to initiates like us to whom Asnières is a place of pilgrimage, nothing is invisible. Those who believe in magic, know where to find it.
