Louis Vuitton Pacific Series
CLIENT : Coast
PROJECT CODE : 5401
DATE : 29/04/09
AUTHOR : Locus Research
KEYWORDS : Cayo, Production, Furniture, LVPS
DOCUmENT RELEASE : Confidential Public
COPYRIGHT NOTICE : This document and the research it contains has been undertaken
explicitly for the use of Locus Research. No part of this document can be used or disclosed
without express written consent.
Louis Vuitton Pacific Series VIP Lounge
Coast New Zealand and Locus Research have collaborated to create two stunning spaces for
the Louis Vuitton Pacific Series that was held in February of 2009. The project has seen the
production of Coast’s revamped Cayo collection installed in the VIP and sailor’s lounges during
The Project Context The Brief
Changes to the format of sailing’s America’s Cup brought In November 2008, Coast New Zealand founder Alex
about the creation of a new challenge under the new Webster informed the team at Locus of his intention
moniker of the Louis Vuitton Pacific Series (LVPS). An to put forward a VIP lounge proposal for the new
exciting addition to the Auckland racing calendar, word sailing challenge. The brief required the creation of two
soon got around about the requirements that such a high interior spaces for the world renowned sponsors, one
profile event would entail. to function as an exclusive VIP lounge and the other a
relaxation area for the sailor’s and their families to use
Figure 1. LVPS Logo
during the series.
The team at Locus worked with Alex to create a
compelling design proposal that excited the LV team.
The concept sought to create a coastal environment that
aligned with the ‘Simple Elegance’ that embodies the
Louis Vuitton brand. The LV team bought into the whole
idea, causing wheels to start spinning later in November
to ensure all of the elements came together.
Because Locus had already been working on a revamp
of the Cayo collection with Coast, the two spaces were
designed around this furniture. Although not yet at a final
production stage; initial renderings of the new products
were generated and presented to Louis Vuitton who
approved of the look and feel these provided. The project
team then got together to generate ideas for the layout
of the spaces, sketching concepts of the interior and the
overall concept proposal which also met with approval.
Figure 2. Initial Concept Sketches All hands were on deck at the venue during installation to
ensure the vision was executed to a highly professional
standard. The addition of finishing touches was provided
by Claire mora of Essenze with a plethora of greenery
supplied by the Auckland City Council’s own nursery
Combining the understated elegance of the Louis Vuitton
brand with the fresh, clean look of the Coast products
proved to be a harmonious arrangement. Because of the
incredibly large floor areas afforded by the site, the basic
concept for the spaces was to provide floating platforms
on which the furniture would be displayed. This was
carried out in both lounges with a slight differentiation
between the feel of the VIP lounge and the sailors
retreat. It was decided that the VIP lounge was to retain
an elegant sophistication for entertaining while the
sailors were to enjoy a slightly more relaxed area where
they could socialise and watch the racing when they
Execution of the proposal required a high degree of were off the water.
collaboration with other parties to ensure that the Figure 4. Interior of the Sailor’s Lounge
lounges showcased NZ design to the anticipated large
and international audience. A good deal of thought
and time went into finding design partners that were
a suitable fit for the event. Wood product specialists,
Verda, were brought in to provide a sophisticated range
of decking for the lounge settings; Doyle Sailmakers
supplied custom made sails to divide the spaces; and
Adam Ellis of Pollen added his striking planters to the
Concurrent work was being undertaken at Locus
Research during this time to prepare for pre-production
of the Cayo products. Changes to the designs still had to
be qualified so prototyping was carried out with a local
producer before commencing manufacture of the final
units for the lounges.
Figure 3. Seat Detail of Three Seater Prototype
An additional area was also proposed to form an outdoor
deck or patio on the waterfront to make the most of the
summer weather and to allow the sailors to interact with
the many spectators who were to visit the viaduct during
Figure 5. Outdoor Patio Area
The design partners carried out the manufacture of their
respective products in house, with additional design
work for peripherals such as the seating pods and sail
stands undertaken by Locus and outsourced to ShopFX
in Auckland for manufacture.
The Solution Figure 8. Detail of V3 Timber Decking by Verda.
The overall LVPS lounge concept was made up of the
As a newly refurbished collection for Coast, the Cayo
range reinterprets timber furniture for the modern
life, by extending the life span and reducing product
maintenance. Its elegant simplicity enables it to be at
home in many different environments and architectural
Figure 6. Cayo Furniture in the VIP lounge.
A design driven by necessity, the pods are a simple
box-like configuration that can be used as a bar leaner,
side table or casual seating when required. Shiplap
weatherboards reinforced the Coast aesthetic within
the space and provided the perfect backdrop for
conversation amongst the guests.
The range uses the latest manufacturing technology in Figure 9. Shiplap pod in the VIP lounge.
the raw material processing (the timber), the machining,
and the finishing. All products are made using painted
timber from a sustainably managed source and created
with an attention to detail that is particular to Coast,
including the use of stainless fastenings and stylish
furnishings in hardwearing sunbrella and dripore foam.
Figure 7. Cayo slatted seat detail.
Decking elements called for a sophisticated product,
which Verda New Zealand presented with aplomb. The
Locus team have done a lot of work with R&D manager
John Gifford over the years and their high quality
materials were an obvious fit. The decks perform a
critical role in defining the space and creating islands on
which the furniture was presented in lounge settings.
To create a sense of space in the 7.5 metre stud of the To add to the division of space, a series of small
sailor’s lounge and in the surrounding outdoor areas, freestanding sails and two large format sails were
Pollen Aerial planters were chosen. These unique created by Andy Pilcher’s team at Doyle Sailmakers.
products designed by Adam Ellis brought the outside These elements create a sense of elegance in the VIP
in with a stylistic take on the role of plants in our room and a sense of drama in the sailor’s lounge on the
environment. ground floor.
Figure 10. Pollen planters in the stairwell. Figure 11. Freestanding sails by Doyles.
Although not an entirely new avenue for Locus, the
project presented a welcome challenge to the team in
the area of interior design for a large international brand.
The success of both lounges was apparent by frequent
use throughout the series by both guests of Louis
Vuitton and the sailors themselves. Positive responses
were garnered from many different sources including
series sponsor, Louis Vuitton.
Figure 12. LVPS sailors taking a well earned break in the lounge during the series.
“We are excited about the series and being back in Auckland racing. The event will bring fun and
glamour to the city in a time of lackluster news. As a keen supporter and admirer of New Zealand
design I am particularly delighted to be able to provide guests and sailors with such a stunning
hospitality area”. Bruno Troublé, Louis Vuitton
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