Louis Vuitton has celebrated its latest collaboration with Yayoi Kusama by projecting the world-renowned artist’s polka dot designs onto the façade of Harrods – the first brand ever to do this.
Running from 6 January to 13 February, the ‘Louis Vuitton x Yayoi Kusama’ artwork intends to bring ‘art to the streets in an unprecedented way’.
At street level, a total of 27 windows have been devoted to the collection, running along Brompton Road and Hans Crescent. A ‘monumental’ 15 metre high life-like statue of Yayoi Kusama has also been unveiled outside the Hans Crescent façade, painting dots onto the Harrods’ exterior.
As well as the takeover of Harrods, Louis Vuitton has also taken over the historic Piccadilly Circus Lights out-of-home (OOH) site, currently showing a 3D version of the new Louis Vuitton x Yayoi Kusama suitcase line. A 30-minute ‘domination’ of the iconic site also took place on 6 January.
The campaign is also rolling out across digital platforms via Vogue and Elle, social media apps such as Pinterest, Snapchat and TikTok and in print across the Times, Telegraph and Financial Times.
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The collaborative promotion – handled by LVMH’s media agency Publicis Media Luxe – has been launched globally, in 4 other cities alongside London.
“An iconic brand in its own right, Louis Vuitton sets the bar high with its innovative campaigns. So, we needed to create the wow factor in a totally new way for the London luxury scene, harnessing Harrod’s shop front as the key media space and building a fantastic campaign around it, filled with media firsts that fit the Maison,” Publicis Media Luxe managing partner, Anne-Marie Hammond, said.
“We’re so pleased that with the Louis Vuitton team’s vision, and the talent of the ENERGY and Pixel Artworks teams, the Louis Vuitton x Yayoi Kusama launch has been truly unmissable.”
2 Comments. Leave new
this is awful for people who are light sensitive.
they never think about disabled people just the vanity projects of style of substance.
yuck. no thanks.
I would love to know what the budget was .