Pharrell Erects a Louis Vuitton Pyramid at Something in the Water 2023
Where co-branded merch was sold.
Over the weekend, Pharrell‘s Something in the Water Festival welcomed a star-studded lineup featuring the likes of Lil Uzi Vert, Kid Cudi, Wu-Tang Clan, Lil Wayne, and more. Ahead of his debut show for Louis Vuitton menswear this June as new artistic director, Pharrell launched a limited-edition range of co-branded LV merchandise at the festival which was sold inside a three-story pyramid.
The beachside pyramid measured 30 feet tall with an exterior made to resemble stacks of LV-monogrammed trunks. Event merch and the structure itself were both very much an ode to Virginia where Pharrell is from and the festival is held. Pieces including checkered denim jackets, hoodies, and tees feature “Virginia is for Lovers” and “PARIS TO VA, VA TO PARIS” branding elements.
On that weekend, Day 3 of Something in the Water 2023 was canceled due to inclement weather. In light of the situation, Pharrell vowed to change the dates for next year.
“Dearest Virginia, we are the best,” he said in a statement. “These past few days have been the best. Even during this Tornado Watch and Lightning Storm right now as I type, we are the best. Thank you for giving the folks that travel here that energy and that LOVE that only we can give. Thank you to our partners, the vendors, production, policemen, firemen, the city council, the mayor and all who volunteered. The spirit here was felt everywhere! Next year we will shift the dates because this rain ain’t playing, but we will be! Next year, more acts, more merch, more food… just more! Continued blessings and favor to you all.”
Take a closer look at the special LV monument below.
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