Since 2019, multimedia artist Alex Israel has partnered with Louis Vuitton to redefine luxury fragrance through a vibrant lens of Californian culture. His latest work, Ocean BLVD transcends the traditional perfume presentation, offering an immersive experience that invites people to stroll along an imagined Los Angeles boulevard, where art and scent intertwine seamlessly.
Ocean BLVD is a dazzling continuation of Israel’s exploration of the West Coast lifestyle, echoing his earlier piece, Sunset Coast Drive. This collaboration transforms the Louis Vuitton Cologne collection into a three-dimensional narrative, blending contemporary architecture with the rich chromatic palette that defines Israel’s art. Each Cologne becomes a part of this fantastical cityscape, celebrating the essence of California’s sun-kissed beaches, vibrant nightlife, and laid-back allure.
Crafted in France, this two-metre-long sculpture is a testament to artisanal excellence, requiring over 500 hours of meticulous craftsmanship from 20 skilled artisans. The piece not only showcases Israel's artistic vision but also reflects Louis Vuitton's storied history in trunk making, with each element - from the roofs to the palm leaves - hand-shaped and assembled using luxurious materials like Taurillon and Taiga leather. The result is a colourful, immersive sculpture that embodies both the spirit of fragrance and exceptional craftsmanship.
The journey through Ocean BLVD begins at the Pacific Chill spa, a sanctuary of well-being that evokes the refreshing notes of its namesake fragrance. With scents of blackcurrant and aromatic herbs, this space reflects a quintessential Californian vibe, marked by a façade of white cowhide embossed with the iconic Monogram pattern. Here, visitors are reminded of the invigorating energy of the coast, a space where the horizon meets the ocean, inviting relaxation and rejuvenation.
Next, we arrive at the Surf Shop of On the Beach, a tribute to sun-soaked days and carefree afternoons. This building radiates the essence of the Cologne it represents, featuring the vibrant aromas of yuzu and neroli, interspersed with sandy notes. Its exterior dazzles with gradients of red and orange, echoing the mesmerising colours of a Venice Beach sunset, and adorned with golden brass rivets, encapsulating the joy of coastal life.
As we meander further, the City of Stars cinema beckons - a nod to the nightlife and glamour of Los Angeles. Here, the evening fragrance captivates with a blend of citrus fruits and warm sandalwood, encapsulating the allure of a city that never sleeps. The vintage-inspired façade, with its iconic neon lights and LV Monogram details, mirrors the vibrant energy of an LA night, where dreams are born and passions ignite.
Continuing the journey, the California Dream restaurant offers a picturesque view of the sunset. This establishment celebrates the harmonious blend of mandarin and ambrette notes, creating a gentle melody as day transitions to night. Adorned with shrubs featuring Monogram leaves and a pink cowhide roof, this space invites guests to bask in the warmth of summer evenings, enveloped in the colours of the twilight sky.
Finally, the excursion culminates at the beach lifeguard station, where the Afternoon Swim fragrance encapsulates the freshness of the Pacific. With its bergamot and mandarin notes, this station is a playful homage to the essence of Malibu, complete with a blue Taiga cowhide roof and an LV-flagged tower. This final stop epitomises the eternal allure of California, a land where summer lingers long after the sun sets.
Available for special order from July 30, 2024, Ocean BLVD is more than a collection of fragrances; it is an artful exploration of the California dream, an invitation to immerse oneself in a world where scent and creativity collide. This collaboration between Alex Israel and Louis Vuitton not only honours the artistry of perfume but also encapsulates the very essence of California - a celebration of life, colour, and endless summer.
