SCENT & THE CITY

Anamm Inamdar traces artist Alex Israel's whimsical journey through Los Angeles with Louis Vuitton

- Anamm Inamdar

Louis Vuitton's latest collaboration with multimedia artist Alex Israel is a vibrant exploration of Los Angeles through the lens of fragrance and sculpture. Since 2019, Israel has infused his artistic vision into the luxury brand's cologne collection, creating a unique amalgam of art, culture, and scent that reflects the essence of California.

The partnership has evolved into an ambitious project titled 'Ocean BLVD,' which invites audiences on a threedimensional journey through a boulevard that borrows from both real and imaginary dimensions of Los Angeles. The installation is a colourful homage to LA's architectural style and cultural vibrancy, echoing themes from Israel's previous work, 'Sunset Coast Drive.' Each cologne in this collection is represented as a building within a fantastical streetscape, showcasing contemporary Californian architecture that resonates with Israel's distinctive chromatic palette.