Louis Vuitton is painting boarded up windows its signature orange shade, revealing a dystopian new reality prior to a historic election

Kate TaylorNov 4, 2020, 01:51 IST

Business Insider

Louis Vuitton is using plywood and steel that is painted its signature shade of orange to board up stores prior to possible protests, riots, and looting following the election.
The Louis Vuitton-branded boards first made their appearance early in the pandemic.
The dedication to aesthetic sends an unnerving message — that no amount of changes, protests, or riots will even temporarily stop brands like Louis Vuitton from trying to sell things.

Louis Vuitton is painting boarded up windows its signature shade of orange, as the luxury retailer prepares for possible unrest around the 2020 presidential election.

Shopping destinations across America are bracing for the election, Business Insider's Thomas Pallini reports.

Rodeo Drive in Beverly Hills is shutting down completely. In Chicago, the Magnificent Mile will be armed with "everything from snow plows to salt trucks" to control crowds, Rich Gamble, chairman of the Magnificent Mile Association, told Bloomberg. Plywood and steel are in high demand, CBS News reports, as stores board up their windows to protect against riots and looting.

Yet, despite these concerns, some brands remain dedicated to their established aesthetic.

Prime among the luxury brands refusing to allow potential unrest to disrupt their branding is Louis Vuitton. The retailer has been painting steel and plywood barriers its signature shade of orange at stores across the US.

It shows a staunch commitment to the brand. But it can also come across as deeply dystopian.

Income inequality has been front and center this election, but that hasn't stopped some retailers from doubling down on luxury branding, even though it may seem out of step with the average shoppers' concerns.

A man walks past a boarded up window at a Louis Vuitton store in San Francisco, Sunday, Nov. 1, 2020. AP Photo/Jeff Chiu

Income inequality has been front and center this election, but that hasn't stopped some retailers from doubling down on luxury branding, even though it may seem out of step with the average shoppers' concerns.

The pandemic and its "K-shaped" recovery have exacerbated many of these divisions.

Message of support, Louis Vuitton store during Pandemic, Chicago, Illinois. Ruth Hytry/Education Images/Universal Images Group via Getty Images

Louis Vuitton first debuted its signature boarded up windows early in the pandemic, when stores closed due to COVID shutdown.

Some high end stores like Louis Vuitton on Greene Street boarding up with plywood windows and entrances in late March. Lev Radin/Pacific Press/LightRocket via Getty Images

After Louis Vuitton stores reopened, some boarded up windows again during protests over the summer.

A Louis Vuitton storefront remains vandalized after a night of largely peaceful protests descended into chaos and violent confrontations in lower Manhattan on June 1, 2020. Photo by Scott Heins/Getty Images

Boarding up windows can be a way to protect merchandise, as well as make workers' jobs easier and safer.

Gregg Donovan, former Ambassador of Beverly Hills, stands at a closed and boarded up Via Rodeo before Election Day. Genaro Molina / Los Angeles Times via Getty Images

However, the dedication to branding — down to the shade of orange — can be unnerving.

Steven Tweedie/Business Insider

In some ways, the barriers are a microcosm of what is wrong in America as the nation heads into the election.

A Louis Vuitton storefront is shown heavily damaged in early June. Photo by Scott Heins/Getty Images

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Louis Vuitton is painting boarded up windows its signature orange shade, revealing a dystopian new reality prior to a historic election

Income inequality has been front and center this election, but that hasn't stopped some retailers from doubling down on luxury branding, even though it may seem out of step with the average shoppers' concerns.

The pandemic and its "K-shaped" recovery have exacerbated many of these divisions.

Louis Vuitton first debuted its signature boarded up windows early in the pandemic, when stores closed due to COVID shutdown.

After Louis Vuitton stores reopened, some boarded up windows again during protests over the summer.

Boarding up windows can be a way to protect merchandise, as well as make workers' jobs easier and safer.

However, the dedication to branding — down to the shade of orange — can be unnerving.

In some ways, the barriers are a microcosm of what is wrong in America as the nation heads into the election.