In collaboration with Alex Israel, Louis Vuitton presents Ocean BLVD, a unique invitation to a three-dimensional, iconic walk along Los Angeles Boulevard, as part of the Maison’s Ocean fragrance collection. Alluding to the style of the Californian city, the exceptional piece reflects Alex Israel’s work “Sunset Coast Drive”, a miniature model of a street in 2022.
Each fragrance in the Maison’s Parfums de Cologne collection to date is integrated into the creative street scene and takes the form of contemporary Californian architecture, including references to its palette: Pacific Chill, On the Beach, City of Stars, California Dream and Afternoon Swim
The artist captures the West Coast atmosphere, a free and passionate territory, with the colourful and immersive sculpture Ocean BLVD, which can be thematically categorised as the intersection of fragrance and exceptional craftsmanship.
A representation of the ideal day, along the perfumes
Pacific Chill
The journey begins with the Pacific Chill-Spa, Spa, a space dedicated to well-being and vitality. The fragrance captures the energies of nature to delight the senses with notes of blackcurrant, carrot seed and aromatic herbs.
On the Beach
The journey continues in the surf shop of On the Beach, a tribute to the surfboard signed by Alex Israel, which was created for the launch of the perfume and evokes the radiance of the sun, the rhythm of the sea and the soft warmth of the sand on the skin. This fragrance reveals itself through the brilliance of yuzu, the softness of neroli and the sandy notes of aromatic herbs.
City of Stars
A stop is made halfway along the route at the City of Stars cinema. The evening fragrance celebrates a nocturnal fantasy in the heart of a city that never sleeps. A quintet of sparkling citrus fruits – including lemon, blood orange, red mandarin, bergamot and lime – merge with the tiare flower. Warmed by sandalwood, the powdery musk base awakens a passion that lasts until dawn.
California Dream
Alex Israel invites you to take a detour to the California Dream restaurant, a place that extends this perfect day to enjoy the evening and revel in the colours of a sunset as the sky turns pink and blue. This fragrance combines mandarin with warm, airy ambrette. As night falls, vanilla benzoin envelops the skin in a gentle embrace, creating a nocturnal melody.
Afternoon Swim
The excursion ends in style with a final plunge into the sea of the senses. The lifeguard station on the beach in the blue tones of Afternoon Swim offers the opportunity to enjoy a breathtaking view of the Pacific Ocean and feel the energy of the waves. This fragrance embodies a wave of freshness where bergamot leads to a tide of pleasure on a deep tangerine wave.
The Sculpture
Made exclusively to order, the two-metre-long sculpture celebrates the company’s fine materials and manufacturing processes. Handcrafted in France, the sculpture requires over 500 hours of labour and the commitment of 20 artisans. Every detail of the imaginary mini-city is carefully designed and integrates the Maison’s historical expertise as a suitcase manufacturer.
