[PROJECT N°1] LVMH HAS GONE [PROJECT N°1] LVMH HAS GONE
LVMH is not just a company — it's a machine that fuels entire ecosystems: fashion, retail, logistics, image-making. If that machine stops, thousands of people are left behind.
In this scenario, SOON stages the collapse of prestige employment through a satirical web series. Fictional ex-LVMH employees are thrown into absurd retraining programs: a perfumer becomes a compost influencer, a visual merchandiser leads silent meditation retreats for ex-brand managers.
It’s ironic, but also compassionate. Alongside, a real digital platform proposes upskilling in craft, circular economy, and independent design.
LVMH is not just a company — it's a machine that fuels entire ecosystems: fashion, retail, logistics, image-making. If that machine stops, thousands of people are left behind.
In this scenario, SOON stages the collapse of prestige employment through a satirical web series. Fictional ex-LVMH employees are thrown into absurd retraining programs: a perfumer becomes a compost influencer, a visual merchandiser leads silent meditation retreats for ex-brand managers.
It’s ironic, but also compassionate. Alongside, a real digital platform proposes upskilling in craft, circular economy, and independent design.
It’s not about mourning lost prestige — but about prototyping alternate futures for workers whose careers were built around the LVMH aura.
La Samaritaine is empty. No clothes, no prices — only scenographic remains: mirrors, rails, podiums.
Visitors follow a guided path through this silent, haunting temple. Along the way, structures are reused to build new ones — prototypes, fragments, gestures.
A floor becomes a lab. A railing becomes a bench. Memory becomes material.
As we rise via the escalator, a larger picture unfolds:
a living experiment in collective reuse.
Not a store — a workshop of past luxury reimagined.
What if voids were not endings, but beginnings?
A pavilion for a luxury in reconstruction
With LVMH gone, France must rethink how it presents itself abroad. SOON proposes a new kind of French pavilion — but it’s still under construction.