Louis Vuitton is opening a luxury hotel for the first time at its iconic Paris headquarters. The French label is going all out and transforming the headquarters at the heart of Paris‘ 1st Arrondissement into the brand’s largest global store and first-ever full-service hotel.

According to the brand’s chairman and chief executive officer, Michael Burke, the hotel offers a “spectacular view” of Paris’ most iconic landmarks, like the Eiffel Tower and Notre-Dame de Paris, “Parisians are finally rediscovering it. They’ve embraced it. There’s street music now at 11 p.m. outside here. When we took it over, this was a no man’s land, if not worse. Nobody in their right mind would walk here in the night,” Burke told WWD.

Rome wasn’t built in a day, and this fashion monument won’t be either! It begins with the launch of an experiential installation titled “LV Dream,” a 20,000-square-foot pop-up featuring Luis Vuitton’s top-shelf artist collaborations, a cafe and chocolate shop from Cheval Blanc Paris’ head pastry chef, and a gift shop. LV Dream will stand for a year before metamorphosing into Louis Vuitton’s largest store. The luxury hotel will take form in another section of the 400,000-square-foot building within the next five years. “Ultimately, Vuitton’s largest store, most probably, is going to be where this event is opening,” Burke noted. “It’s going to be a work in progress for the next 10 years. The exhibition space has a one-year shelf life, and then next year, we’re going to do something else. And ultimately, probably the majority of this 400,000-square-foot building is going to be something else than an office.”