I dont really see Nouvel-esque aspects to the massing, for now I’m still sticking with my belief that it’s Gehry since he’s frequently commissioned by LVMH. The massing is very reminiscent of the LV Foundation and the IAC Building. I’d be very surprised if it was someone else. The AoR is also AAI, who is almost always the AoR for Gehry when he does work in NYC.
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More like Gehry’s office for sure. This is their current design for the new LV store in LA. Very similar in design, just horizontal and not vertical.
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Honestly, they could just leave the ‘Luggage’ scaffolding that’s in place now. People really love it, it feels super iconic as is lol.
Put it this way: I would be happy to stumble upon an avant-garde, eccentric Gehry building, but don’t think I would go out of my way to find it. I would def go out of my way to see the stacked collection of LV luggage that exists there now 
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i read somewhere that shohei shigematsu of oma is behind the design
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That’s correct, he designed the scaffolding trunks, as well as the trunk “pillars" in the temp LV store across the street.
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This video shows what the building looks like behind the scaffolding.
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