LOUIS VUITTON ZY FW25 MEN’S PRESALE 上海

LOUIS VUITTON 路易威登｜FW25 男装预售（MEN’S PRESALE）：按邀约分批看货的室内陈列｜2025-06｜上海 带庭院的老建筑

2025 年 6 月，上海。LOUIS VUITTON 在这里做 FW25 男装预售，执行制作由 K2 Worldwide 承担。预售不是开店：客人按邀约分批到场，看货、试穿、下单，空间要让人待得住，也要让每件货被看清楚。场地是带庭院的老建筑，木作与门窗刷成近黑。

入口是一段走廊。两侧墙面做海军蓝菱形绗缝软包，把声音压住；正面一块拉丝不锈钢屏，横向排出渐变灯带，白色标志浮在中间。地面铺粉色地毯，深浅拼成大格。绗缝、钢与粉地毯盖住老地板和灰泥墙，只留下门窗轮廓。

第一间是书房。黑色钢架做到顶，架上立着品牌自己的出版物，书脊是青、紫、蓝，中间嵌白色花纹；箱子和小硬箱放在格子里，也放在地上。一张黑面长桌，桌腿是叠起的黑色皮箱，桌上只有一盏黑铁台灯，桌下铺一块灰地毯。

往里是白房间。原有木作全部刷黑，窗是细格玻璃，开出去是院子，院里有一棵棕榈。天花下悬一个拉丝不锈钢圆环，环上排着品牌名与花纹符号。地面仍是粉色地毯。侧墙装做旧的镜面，把窗和院子折进来。展台是不锈钢锥形方墩，鞋放在墩顶，光打得很窄。

楼梯间是另一段。深色木地板、黑色栏杆。平台上有一束光落在几只叠起的箱子上，旁边方墩放着小皮件。模特站在转角，穿印花头巾、提花外套和短裤，白袜、金鞋。二层玻璃柜压着黑白条纹边，柜里分三层，从太阳镜到麂皮运动鞋，柜内打射灯，玻璃上有反光。

传播上，预售的照片要同时给出「私密」和「可向往」。书房与楼梯间把货放进有人住过的房间，看照片的人先记住的是书架和灯光；白房间与粉地毯给了一个可被认出的地点，客人才愿意拍照署名发出去。低照度、窄光束下手机拍出来偏暗，但高光正好落在花纹和钢面上。

In June 2025 Louis Vuitton held the FW25 men's presale in Shanghai, with executive production by K2 Worldwide. A presale is not a store opening: clients arrive in appointed groups, look at the goods, try things on, place orders. The space therefore had to hold people for an hour or more and still let every piece be seen properly. The venue was an old house with a courtyard, its joinery and windows painted almost black, and the shift from street to interior happened in a single step.

The entrance was a corridor. Both walls were upholstered in navy diamond quilting, which absorbed sound; at the end a brushed stainless-steel panel carried horizontal bands of graded light with the white logo floating in the middle. The floor was covered in a two-tone pink carpet laid in large checks, running from the door into the rooms beyond. Quilting, steel and pink carpet covered the old boards and plaster, leaving only the outlines of doors and windows, so the house was still legible as a house.

The first room was a library. Black steel shelving ran to the ceiling, holding the house's own publications, cyan and purple and blue spines with white patterned blocks, with trunks and small hard cases set into the bays and on the floor. A long black desk stood on a base of stacked black trunks, with a single black metal lamp on it. Nothing sat inside a case: the goods were open on the shelves, and the colours on the spines were the only saturated thing in the room.

Beyond it was a white room. The original woodwork had been painted black, the windows were fine-paned and opened onto a courtyard with a palm tree. A brushed steel ring hung from the ceiling, carrying the name and the monogram symbols. The pink carpet continued here, two tones in a large check, and aged mirror panels on the side walls folded the windows and the palm tree back into the room. Display plinths were tapered steel blocks with shoes on top, lit by narrow beams. White walls, black frames, pink floor: the room worked as a vitrine you could walk through.

The stair was another passage, used as part of the route rather than as a way through. Dark stained boards, a black railing of thin square balusters, a spotlight falling on a stack of trunks at the half-landing, steel blocks with small leather goods beside it, and a mannequin at the turn wearing a printed head-wrap, a jacquard jacket and shorts, white socks and gold trainers. Upstairs a glass vitrine with a black-and-white striped edge held three tiers, from sunglasses and small leather goods to suede sneakers, lit from inside so that the glass threw a reflection back at whoever leaned in.

For communication, presale images have to feel both private and desirable. The library and the stair put product inside rooms that look lived in, so a viewer remembers the shelving and the light before the goods; the white room and the pink carpet give a location that can be recognised, which is what makes a client willing to post a picture under her own name. The house does the persuading, and the product only has to be in the right place inside it. It is a low-light, narrow-beam set: phone images come out dark, but the highlights land exactly on monogram and steel, which is where the goods are.

信息来源：K2 Worldwide 公开信息。

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