Louis Vuitton to stage next cruise show in Barcelona in May

Louis Vuitton will stage its next cruise show in Barcelona on Thursday, May 23, one of multiple activations it is planning in the city this year, the house announced on Tuesday.

Barcelona is the host of the Louis Vuitton 37th America’s Cup, the oldest international sporting competition operating in any sport, dating back to 1851.  Vuitton will also organize the Louis Vuitton Cup qualifying session, to select a yacht to race against the current holder, Emirates Team New Zealand.
 
The opening ceremony of this America’s Cup will be staged in Barcelona on August 22. While the 13-race final starts on October 12. 

Though Vuitton’s first activation in Barcelona this year will be its cruise show, continuing a tradition of showing in unexpected locations of architectural significance. 
 
Previously, Vuitton has held its cruise shows in iconic buildings like; Oscar Niemeyer’s Contemporary Art Museum in Niterói; I.M. Pei’s Miho Museum near Kyoto; the Salk Institute in California, and Isola Bella on Lake Maggiore, among others. 

So far, Vuitton did not reveal the location of its upcoming Barcelona show. 
 
“It is an immense pleasure to collaborate with the city of Barcelona sharing common values with Louis Vuitton that are deeply anchored into a remarkable heritage and the passion for creativity. The upcoming Cruise fashion show, encapsulating Women’s Creative Director Nicolas Ghesquière’s vision for the collection, as well as the upcoming Louis Vuitton Cup and the 37th America’s Cup will undoubtfully capture Louis Vuitton’s long-standing relationship with Barcelona and the Catalan region in the most ultimate way,” said Pietro Beccari, Chairman and CEO of Louis Vuitton.

Both at cruise and during the America’s Cup, Vuitton plans to fete this beautiful Mediterranean city with multiple events such as hospitality, an exhibition, and cultural activations with guests from around the world. 
 
Additionally, Louis Vuitton will launch its latest City Guide for Barcelona alongside a cultural pop-up kiosk and event. Barcelona and Louis Vuitton are also working on educational programs to support creativity and design in the city.
 
Louis Vuitton’s relationship with Barcelona dates back to the beginning of the 20th century, when it played an active role at the 1929 Barcelona International Exhibition, bringing together industry, art, and innovation. Georges Vuitton (Louis Vuitton’s son) was a member of the jury and was also awarded a grand prize for his toiletry cases. 
 
Louis Vuitton opened its first store in Spain in the city of Barcelona in 1987 and now has two stores in the Catalan capital. 
 
Elsewhere in Catalonia, Vuitton opened its first workshops in 1990 and now operates six leather goods ateliers in in the region employing over 1,800 people.