The vision of Editor-in-Chief Lorraine Candy, the #ELLEfashioncupboard is the centrepiece of the new ELLE office. It will showcase curated rails and installations by fashion and beauty houses, edited by the ELLE team. Equipped with a 360-degree panoramic camera, and fitted with bespoke cupboards and furniture by Draks and Vitra, it will allow the team to capture and export content in real time to share with ELLE’s social, print and digital audience of over 3 million.
With Louis Vuitton as the digital launch partner for the #ELLEfashioncupboard, ELLE has created a bespoke programme of content across multiple platforms – elleuk.com, Twitter, Facebook, Instagram – to celebrate the inaugural opening to consumers of the Louis Vuitton Townhouse (#LVTownhouse) in Selfridges on 8 November, 2013.
Activity includes an ELLE UK preview of the new Louis Vuitton Townhouse, spread vertically over three floors and built around a spiralling elevator.
The Louis Vuitton Townhouse, designed by Gwenael Nicolas, showcases around the central glass-structured elevator, leather goods, accessories and travel items on the ground floor, Kim Jones’ ready-to-wear menswear on the first floor and the ready-to-wear womenswear on the second.
ELLE Editor-in-chief, Lorraine Candy, says: ‘The modern, studio-like facilities of our #ELLEfashioncupboard is new in the magazine marketplace and enables further ELLE’s 360 approach. I am delighted that Louis Vuitton has partnered with ELLE and shares our forward-thinking attitude.’
