Louis Vuitton is no stranger to spectacular pop-ups, and now there’s a new Tokyo retrospective to add to the list.
Quick Take:
- The French luxury house is using AR to cover the Eiffel Tower, the Natural History Museum, and London’s National Gallery with Kusama’s colorful polka dots.
- Snapchat Landmarker Lenses were used to create the AR campaign.
Louis Vuitton X Yayoi Kusama’s Collaboration
The Eiffel Tower, the Statue of Liberty, the Tower Bridge, the Arc de Triomphe, the Natural History Museum, and London’s National Gallery are just a few of the famous landmarks that the French luxury house is using augmented reality (AR) to cover.
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The company developed the augmented reality campaign via Snap’s Landmark Lenses. Given that, users can access it by opening Snapchat. This technology allows users in certain cities to search for Louis Vuitton’s page or Lenses. Also, select the landmark in front of them to view Kusama’s red, yellow, blue, green, and white dots.
During the launch of the collection, Louis Vuitton covered French Maison’s physical stores in polka dots. The first collaboration between the brand and the Japanese icon occurred in 2012.
This collaboration between Louis Vuitton and Snapchat builds on the brand’s previous experiments with the app. Virgil Abloh’s Keepall Bag was previously rendered in AR by the fashion house in 2019. Snapchat has now curated Lenses that include a Kusama-inspired pumpkin face filter as well as another that adds dots to the user’s surroundings.
In a statement, Pierre Castillon, Director of Digital Media at Louis Vuitton, said the Snap partnership allowed the brand to “extend our creativity through a new technology playground, just like we did physically in our stores”. It also opens up the French house to Gen Z consumers as Snap says it is used by 75 per cent of 13 to 34-year-olds in 20 countries (France, US and UK included).
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Why The Partnership Is Important?
Japanese artist Yayoi Kusama, who is 93 years old, is best known for her Infinity Rooms and her signature polka-dotted pumpkin. These have made her the most famous artist in the world. Kusama’s influence is growing thanks to social media. As a result, the collaboration with the iconic figure elevates Louis Vuitton to the pinnacle of customer attraction.
Luxurious brands have expressed interest in the AR and crypto markets in recent months. Many luxury brands have joined the trend of embracing innovation in order to adapt to the digital space. Lastly, the large customer base of Louis Vuitton and the reputation of Kusama are expected to usher in a new era in the digital arena.
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