During the summer season, Louis Vuitton, the flagship company of the LVMH group, will inaugurate a pop-up bookstore in Arles inside the legendary wine merchant, Le Buste et l'Oreille. It is yet another example of content creation from a brand that is becoming increasingly diverse.

As part of the 50th anniversary of the Rencontres de la Photographie d'Arles festival, Louis Vuitton will be exhibiting its editions based on travel, art and fashion. To mark the occasion, the House will present a collector's edition that pays tribute to the city, to the people of Arles and to photography.

The Rencontres de la Photographie d'Arles festival is an international event which, every summer since 1970, promotes the world's photographic heritage and acts as a pioneer of modern-day creativity.

Le Buste et l'Oreille is a hybrid venue, with a warm and friendly atmosphere that will allow customers to enjoy a glass of wine and browse the Louis Vuitton collection.

As part of this collaboration, Louis Vuitton will offer a catalogue of some one hundred titles that transport visitors and stimulate dreams of escapism. The Louis Vuitton collections take an offbeat look at fashion, design, contemporary art, gastronomy and culture in 30 cities. These include:

• City Guide, which has been surveying the most prominent cities for 20 years and offers up the best addresses contained in them.

• Travel Book, which presents numerous drawings by artists from all over the world who use their work to describe the atmosphere of cities and landscapes and share their feelings.

• Fashion Eye, the most recent of its collections, which brings together photographic albums featuring places and cities, but this time through the eyes of renowned photographers.

Since travel is above all an art de vivre, Louis Vuitton will offer wine tastings from around the world one Saturday a month in connection with the destinations in the Louis Vuitton City Guide.  A selection of Italian wines for the Rome edition, Australian wines for the Sydney edition, and Japanese sakés for the Tokyo City Guide. Signing sessions and meetings with photographers from the Fashion Eye collection will also be organised.

Open from 22^nd July to 26^th September, the Librairie Ephémère Louis Vuitton aims to take its visitors on a multi-sensory journey without having to leave the city of Arles.

Multi-sensory experience is now the watchword of major luxury brands. They are joining forces with F&B to create new pop-up or permanent contact points in order to offer their customers new memorable experiences.

Recently, Hugo Boss, the luxury menswear brand, opened its first ever café in Rome, in collaboration with Vitti, the historic pastry bar.

Similarly, Jimmy Choo, the luxury shoe brand, will set up a pop-up café in its shop in the Harrods department store in London, which will offer a unique afternoon tea.

The luxury sector is placing the F&B offer at the centre of its commercial strategy with the aim of changing the perception of the Brand and its points of sale. The aim is to make them fully-fledged destinations and experiences, conceived as hybrid spaces to encourage longer stays, learning and escapism.

Louis Vuitton’s pop-up bookstore is part of this trend. Its combination of art, culture, the world of the Brand and F&B will provide visitors with a complete immersion, an experience of exchange and above all a memorable journey.