Beneath the display windows of Louis Vuitton on the Champs-Élysées lies a story far older than many realize. The brand’s presence on this iconic avenue dates back to 1913, when the historic building at 70 Avenue des Champs-Élysées was constructed. It was officially unveiled in May 1914 under the name "Vuitton Building," marking the beginning of a longstanding heritage.
This address was no ordinary shop. With its stone façade, listed for its historical significance, the building is a prime example of late Art Nouveau. This style retains a fondness for decoration but presents it with a more restrained, bourgeois elegance. Here, prestige was not only on display through the merchandise but also embodied in the architecture itself.
At the time, Louis Vuitton did not occupy the entire building. The shop was located on the ground floors, while the upper levels were rented out to couturist Jenny, a prominent figure in women's fashion. A detail that speaks volumes about early 20th-century Paris, where luxury, couture, and architecture already intertwined along the city’s most famous avenue.
Contrary to popular belief, this prestigious address has never hosted the historic workshops of the Maison. In fact, Louis Vuitton’s core craftsmanship has been rooted in Asnières since 1859, where the iconic trunks and custom orders are designed. Along the Champs-Élysées, it primarily served as a showroom—a space built to project the brand’s image and extend its influence.
The historic shop has a different address than it does today. Originally located at 70 Avenue des Champs-Élysées, where the current Marriott Hotel now stands, only its façade was preserved following the 1996 real estate development. The company moved in 1995 to 101 Avenue des Champs-Élysées, where it now enjoys a more spacious setting that reflects its prominent presence on Paris's most famous avenue.
Location
Louis Vuitton Champs Elysées
101, avenue des Champs Elysées
75008 Paris 8
