Total luxury
The world’s most counterfeited brand, Louis Vuitton, opens a store in Cyprus so we can finally get our hands on the real thing
It’s been almost a decade since luxury brands began making their way to the island. Few people could afford the pricey bags, shoes and clothes but it was seen as a sign of cosmopolitan progress and high standards, something Cypriots were keen on. Whereas just ten years ago it was nothing but fields and apartment blocks, Nicosia’s central Stasicratous Street is now one of the most notorious streets in Cyprus, known for luxury brands in the same way as London’s Bond Street. But until recently Stasicratous was missing an important ingredient, one that would place Cyprus firmly on the fashion map: Louis Vuitton.
Last month the street was buzzing with excitement in preparation for the new member. A VIP cocktail was held to mark the opening of the 125m² store in the presence of President of Louis Vuitton Europe Jean-Marc Gallot. “We are extremely pleased to bring Louis Vuitton to Nicosia and Cyprus is definitely a key country for the development of our brand,” he said. “Over the past few years we have seen a growing number of Cypriot clients shopping in our stores all over Europe.”
Synonymous with the art of elegant travel, Louis Vuitton’s leather goods are renowned throughout the world for their quality, craftsmanship and stylish luxury. From 1997, with the arrival of Marc Jacobs as artistic director, the brand has extended its range to include women’s and men’s pret-a-porter, shoes, watches and jewellery.
As with every fashion house, focusing on the ambience of the store is crucial. Even from the outside, the Nicosia store oozes elegance with its black monogram design and white exterior.
Inside, the store is spacious and well-lit. “In line with the global design concept initiated by architect Peter Marino, extended in 55 countries, the store’s interior evokes a real sense of luxury and spaciousness,” said Gallot. “The quality of the material reflects the inheritance of the house such as quality and craftsmanship, tradition and modernity.” Shelves holding the perfectly stitched and hand-made designs are individually situated around the store, all illuminated from within, enhancing that sense of utter luxury.
Shoes, accessories such as umbrellas, key rings and sunglasses are on display and, of course, the most popular and famous bags and luggage in the world: the iconic monogrammed canvas leather goods. But unlike 99 per cent of LV bags out there declared to be counterfeited, this is where you can buy the real thing.
That’s right! Only one per cent of all items branded with the Vuitton logo are genuine. Apparently, Louis Vuitton’s son, Georges, created the design in 1896, to prevent counterfeiting. Little did he know that by 2004, Louis Vuitton fakes accounted for 18 per cent of counterfeit accessories seized in the EU.
To tackle this growing phenomenon, Louis Vuitton has established a fully dedicated and growing team of 40 professionals with offices worldwide. Through its Intellectual Property Department, the company works to protect and defend the brand all over the world with the support of a network of 250 trademark agents, investigators and lawyers. “In 2005, Louis Vuitton conducted over 7,200 anti-counterfeiting raids worldwide, which resulted in the seizure of products and manufacturing equipment,” said the spokesperson. “We have begun a pioneering programme of applying the principle of vicarious liability to landlords, requiring them to police their properties to prevent the sale of counterfeit goods.” This programme has been successful on New York’s infamous Canal Street corridor and in Beijing’s Silk Alley. The brand’s efforts are generating results: over 21,000 new legal proceedings have been instituted on behalf of Louis Vuitton over the past year and counterfeiters have been sentenced to a total of over 438 years imprisonment.
Louis Vuitton: 29, Stasicratous, Nicosia. Tel: 22 873787
