First look pictures: Christian Louboutin Beauté launches at Selfridges with dazzling window and in store display

Christian Louboutin Beauté has launched at Selfridges with a dazzling window display.

“I had the vision of a city where all the silhouettes were integrated with the shapes of beauty objects,” says Louboutin.

Swirling streetscapes and soaring towers make up a fantasy metropolis, which has been brought to life by architect Tarek Shamma.

Customers can step into a real-world adaption of 'Loubiville' – on the ground floor and within the shoe gallery.

“It’s a small element of the city that has the feeling of a district in 'Loubiville',” explains Louboutin.

Rouge Louboutin, a nail colour that features the signature red of Louboutin’s trademarked soles, is the first product of the beauty line to be unveiled at the leading London department store.

It is encapsulated in a prismatic crystal bottle with a pointed cap that evokes the designer’s iconic 8-inch heel, the Ballerina Ultima.

'Loubiville' comprises intricate white structures composed of various iterations of the Rouge Louboutin bottle. As dreamed by Louboutin, Loubiville will slowly transition from an all-white landscape into colour over time, as new beauty lines are revealed. Hidden within its balustrades, arches and passageways are subtle hints of upcoming launches.

The designer added: “I wanted to create a link between my shoes and my next adventure. The red sole is the DNA of my brand, if you extract the essence from it, you end up with the colour red.”

The journey from shoes to cosmetics is further illustrated by a whimsical display of white So Kate stiletto pumps on a spinning wheel with another pair of So Kate dancing atop a pyramid.

But the piece de resistance is a multi-dimensional structure that shows the Ballerina Ultima shoe, giving birth to Louboutin’s Rouge colour through smoke, conveyor belts, and cogwheels.