Rio de Janeiro’s Oscar Niemeyer-designed Niteroi Museum is set to be the backdrop of Louis Vuitton’s upcoming cruise collection fashion show on May 28.

Nicholas Ghesquière, creative director of women’s collections for the luxury fashion house, reportedly selected the iconic waterfront museum because of the venue’s unique architecture—it overlooks the Brazilian city’s Guanabara Bay. The building’s entrance is a winding red ramp, perfect for receiving VIP guests for the presentation of the new collection.

Niemeyer, the architect, who died at 104 in 2012, compared the white modernist building to a flower on a reflecting pool. It is regarded as one of the most unique buildings in the world.

Construction of the Oscar Niemeyer-designed Niteroi Museum was completed in 1996. Photo: Wikimedia Commons

Ghesquière said the choice of venue is “about being transported into a relationship where nature, geography and architecture come together.”

The show coincides with the 20th anniversary of the museum, which is currently undergoing renovation and is set to reopen shortly after the fashion show.

According to WWD, Louis Vuitton has signed an agreement with the museum to support four exhibitions in the coming year, including “Ephemera,” which includes works by artists such as Lygia Clark, Cildo Meireles, and Antonio Dias.

Last year, Louis Vuitton’s cruise collection presentation took place at the John Lautner building in Palm Springs.
Photo: Louis Vuitton

Bernard Arnault, the luxury goods magnate, owner, and CEO of Louis Vuitton’s parent company LVMH, is one of France’s best-known art collectors, so it comes as little surprise that a museum has been chosen to preview Louis Vuitton’s upcoming cruise collection.

Much like the art world, the fashion industry is becoming increasingly itinerant. Last year Louis Vuitton presented its cruise collection at the John Lautner building in Palm Springs. Meanwhile, rival brand Chanel will present their collection in Havana, Cuba, on May 3; while Gucci will host its cruise collection presentation at Westminster Abbey in London on June 2.