Vuitton Adds Culture to Couture in Rome February 20, 2012, 6:00 am Louis Vuitton opened Roma Etoile (Lorenzo in Lucina 41; 39-06- 68809520), one of its maisons that focus on high culture in addition to haute couture, late last month. Because it is situated in a century-old cinema at Piazza di San Lorenzo in Lucina, this maison commemorates its history with a 19-seat, 3-D in-house screening room called Spazio Etoile on the boutique's second level. The screening room, whose leather recliners are open to all comers, features a nonstop program of short films and clips from Italy's Centro Sperimentale di Cinematografia, ranging from neo-realist classics such as "Siamo Donne" (1953) to contemporary Italian films. Louis Vuitton has partnered with the Centro's National Cinema School for scholarships, labs and the Journey Awards for emerging young filmmakers. Spazio Etoile, Piazza di San Lorenzo in Lucina 41; 39-06 68809520. The entire maison's interior was designed by Peter Marino, who created a Borromini-inspired elliptical staircase in the store that subtly resembles an unraveled roll of film. His reinvention of the space also includes a touch of contemporary art. The curved and colorful entrance installation is by the Czech artist Jiri George Dokoupil, who pieced together hundreds of film stills into a mosaic-like canvas, while a cleverly chosen Vik Muniz "Pictures of Junk" c-print inspired by the Sistine Chapel lingers in women's ready wear.