Louis Vuitton Reimagines 104 Prince Street as a Fantasy Travel Hub

Louis Vuitton has transformed 104 Prince Street in SoHo, New York, into a theatrical “Louis Vuitton Hotel” pop-up. This event celebrates 130 years of its iconic Monogram with a fantasy riff on the house’s travel roots and most famous bags.

A Monogram hotel in SoHo

For this latest experiential concept, Louis Vuitton reimagines the SoHo address as a hotel-style journey rather than a traditional boutique. They use the Monogram as both décor and narrative thread. The pop-up is open now and is set to run through April 2026. This provides locals and visitors several months to check in.

Visitors move through the space as if exploring a whimsical grand hotel. Each “room” is devoted to a different heritage bag line. The project taps into New York’s love of immersive, Instagram-ready retail. It also underlines the Monogram’s enduring relevance more than 130 years after its creation.

Rooms inspired by Louis Vuitton icons

The experience is organized into themed zones named after some of Louis Vuitton’s most beloved silhouettes.

• Keepall Lobby: A grand entrance that nods to the house’s travel heritage and soft, roomy duffels, likely anchored by archival and limited-edition Keepall styles.
• Neverfull Gym: A playful take on the ultra-popular Neverfull tote, staged as an athletic or wellness-inspired space that hints at the bag’s everyday utility.
• Speedy rooms: Intimate areas devoted to the Speedy, from classic Monogram to newer iterations, spotlighting how the shape has evolved across decades.
• Noé Champagne Bar: A celebratory corner referencing the original Noé’s history as a bag designed to carry champagne bottles, now reimagined as a chic, bar-like vignette.
• Alma Terrace: A terrace-inspired setting built around the structured Alma handbag, tying its Art Deco-inflected form to a more architectural, open-air mood.

Each zone is filled with exclusive editions, special details, and styling moments. These elements connect product stories back to Louis Vuitton’s luggage and travel legacy.

Craft, care, and on-site personalization

Beyond staged sets and photo opportunities, the SoHo pop-up puts a strong focus on services. Guests can access Care Services, allowing them to explore restoration and maintenance options. This extends the life of their Louis Vuitton pieces.

Personalization also takes centre stage. On-site hot-stamping and a selection of unique patches are available only at this location through April 2026. These limited customization choices turn each purchase into a subtle souvenir of the 104 Prince Street experience. This reinforces the Monogram’s role as both status symbol and personal canvas.