Louis Vuitton and Alex Israel present a new collaboration around the Cologne Perfumes collection, the “Ocean BLVD” sculpture. Ocean BLVD is an unprecedented invitation to a three-dimensional pictorial stroll along an imaginary boulevard in Los Angeles. With its faithful nods to the city’s typical style, this exceptional piece echoes Alex Israel’s 2022 work “Sunset Coast Drive”.
Since the beginning of his collaboration with the Maison in 2019, Alex Israel, a multimedia artist in contemporary art, has shared his idealised vision of Los Angeles through the Louis Vuitton Cologne collection. His distinctive style, characterised by vibrant colours and inspired by the Californian lifestyle, has infused the essence of each Cologne.
Each Cologne is integrated into this wildly creative street scene and takes the form of contemporary Californian architecture, including references to his chromatic palette. With this unique creation, the artist captures the West Coast ambiance – a free and passionate territory – and celebrates the pop universe of the Colognes. It’s a scent journey along the California coast, with its lights, extravagances, and softness.
Crafted in France, this two-meter-long sculpture required over 500 hours of work and the dedication of 20 artisans. Every detail of this imaginary mini city is meticulously crafted and incorporates the Maison’s historical expertise as a trunk maker. From the roofs to the facades, including the palm leaves, each element has been hand-shaped and assembled, celebrating the Maison’s noble materials such as Taurillon leather, Taiga leather, and natural beige leather. A colourful and immersive sculpture at the crossroads of fragrance and exceptional craftsmanship.
Alex Israel offers his representation of the ideal day, along the Cologne Perfumes. The journey begins with the Pacific Chill spa, a space dedicated to well-being and vitality, reflecting the spirit of this detoxifying fragrance inspired by the Californian cool attitude.
The delightful escape continues at the Surf Shop of On the Beach, a nod to the surfboard signed by Alex Israel, created for the launch of the Cologne that evokes the ecstasy of the sun, the rhythm of the sea, and the gentle warmth of sand on the skin.
Halfway through, we pause at the City of Stars cinema, celebrating this evening Cologne, a nocturnal fantasy at the heart of a city that never sleeps. A quintet of sparkling citrus fruits—lemon, blood orange, red mandarin, bergamot, and lime—intertwines with tiare flower.
Alex Israel invites a detour to the California Dream restaurant, a place that extends this perfect day to watch the evening settle in and revel in the colours of a sunset as the sky turns pink and blue. This stopover pays homage to the Cologne that marries mandarin with warm, airy ambrette.
To conclude this excursion in style, there’s nothing like a final plunge into the ocean of senses. The beach lifeguard station in the blue hues of Afternoon Swim offers a chance to imagine a breathtaking view of the Pacific Ocean and feel the energy of the waves.
Available from August 1, 2024, by special order.
Price on request.
