The collaboration between the renowned artist and the famous luxury brand, which began back in 2019, has yielded significant results. It led to the creation of shared fragrances and the exclusive “Ocean BLVD” installation. losangeleska will tell you more about the full story.
Who is Alex Israel?
Alex Israel is a prominent artist both in Los Angeles and internationally. He is known for exploring pop culture as a global visual language. The multimedia artist takes on various roles, including director, talk show host, and designer, and his work can even be seen in holographic video installations. Among the works of this American multimedia artist, writer, and designer are large, colorful airbrushed paintings featuring abstract gradients. Equally striking are his self-portraits painted on panel and his multimedia installations created using movie props.
A native of Los Angeles, Israel grew up in Westwood with his two sisters. He attended the Harvard-Westlake School in Studio City before continuing his education at Yale University, where he graduated in 2003. In 2010, he earned a Master of Fine Arts degree from the Roski School of Art and Design at the University of Southern California.
Alex Israel’s art practice is largely centered around the lifestyle of Southern California. His works capture not only the city’s landscape but also a portrait of himself.
The Louis Vuitton Partnership
The “Ocean BLVD” installation is the culmination of a five-year collaboration between Alex Israel and Louis Vuitton, serving as a vibrant tribute to the sunny culture of Los Angeles. Their joint efforts have infused the Maison’s Cologne perfume collection with color and a distinct aesthetic, making the Californian lifestyle palpable with every scent.
This partnership symbolizes the union of high fashion with contemporary art. Louis Vuitton, founded in 1854, has long been an international symbol of luxury, innovation, and unparalleled craftsmanship. Alex Israel, a Los Angeles native, is known for incorporating elements of the vibrant Hollywood landscape into his pieces.
The joint work of artist Alex Israel and Louis Vuitton has successfully woven an intriguing narrative into the world of luxury fragrances.
The Ocean BLVD Installation
The “Ocean BLVD” installation, created by Alex Israel, is a stunning three-dimensional promenade. This two-meter-tall sculpture required over 500 hours of work and the dedication of twenty talented artisans to bring to life.
The installation was crafted in France and was unveiled by the French fashion house on July 31, 2024, as “Ocean BLVD x Alex Israel.” The piece depicts Israel’s 2022 sculpture, Sunset Coast Drive, showcasing a miniature, imaginary boulevard lined with iconic Los Angeles architecture.
It stands as a testament to the mastery and excellence of the Louis Vuitton brand. The artisans used opulent materials such as Taurillon leather, Taiga leather, and natural beige cowhide during the creation process. Every element was meticulously selected to fit the overall concept. All details were assembled by hand, perfectly blending the art of fragrance with the creators’ craftsmanship.
Exploring the installation allows you to embark on a virtual scent journey. Louis Vuitton calls it an “aromatic voyage along the California coast with its light, extravagance, and softness”:
- Pacific Chill Spa: A journey along the Ocean Boulevard. This tranquil space is inspired by California’s cool, invigorating spirit. The spa’s design immediately captures attention with natural leather and a Monogram pattern. The blue-green gradient of the fragrance bottle symbolizes the green hills meeting the blue ocean.
- The next stop is the Surf Shop On the Beach. The building’s façade, rendered in red, orange, and blue, accurately captures the essence of Venice Beach.
- The City of Stars Movie Theater. In this section of the installation, the energy of the Los Angeles night comes alive, with notes of citrus and the warmth of sandalwood wafting through the air.
- The California Dream Restaurant, inspired by the Cologne fragrance’s gradient. Here, you experience a dreamy sunset with pink and blue hues.
- The Malibu Beach Lifeguard Station. Viewing this element of the installation immediately evokes a desire to refresh oneself in the embrace of the Pacific Ocean.
Louis Vuitton’s Fragrance Division
The globally renowned brand revived its perfume division in 2016 after a nine-year hiatus. In the spring of 2019, famous perfumer Jacques Cavallier took the helm of the division. It was Cavallier who invited Alex Israel to collaborate on designing the packaging and accessories for his first trio of unisex Colognes, which included Afternoon Swim.
In the spring of 2020, the artist designed a case to house the “California Dream” fragrance line, and in July 2021, he created the packaging and a limited-edition series of surfboards to celebrate the launch of On The Beach.
Israel’s paintings served as the inspiration for the creation of the City of Stars evening fragrance in April 2022, and the Pacific Chill fragrance in May 2023.
The “Ocean BLVD” installation, a miniature imaginary town designed with meticulous care, became the logical conclusion to the collaboration between the artist and the famous brand. Dedicated fragrance enthusiasts can commission this exclusive display, but the price is as luxurious as the installation itself.
Every story eventually comes to an end, but this five-year partnership between Alex Israel and Louis Vuitton has left an indelible mark on the worlds of art and fashion. Perhaps this isn’t the final joint effort, and fans can look forward to future surprises.
