To celebrate Louis Vuitton’s collaboration with Yayoi Kusama, Louis Vuitton’s windows and facades worldwide become a canvas for her vision and iconic art. Working closely with the artist’s studio, and by employing new, innovative technology, we have adapted artwork created especially for the transversal collection into three-dimensional immersive experiences that will take customers and the public on a journey to infinity. Its main objective was to communicate the product range in a dynamic way, creating a playful universe that is true to the artist and Louis Vuitton.

For out-of-store experiences, in the spirit of her work, Kusama motifs came to life through anamorphic billboards, stand-alone window boxes and public landmarks ad infinitum, completely invading our spaces and bringing joy to the streets. These installations await to be further unlocked using AR technology, allowing for all to discover the creative in an imaginative multi-layered manner. New landscapes were a result of merging the physical and virtual, visualising what her world could look like without earthly boundaries. In creating unique creatives globally, we hoped to offer cities around the world a treasure map of experiences that everyone can discover and enjoy.

The project needed to reach and delight customers new and old, which is always a challenge when there is a global audience with different perspectives and behaviours. By taking over public communication spaces outside the traditional fashion and luxury channels, it meant we were able to offer moments of awe and creative interaction, whether youwere an existing client or not. The journey may have startedfrom windows but eventually ‘broke’ the glass by animatingfacades of historical or landmark buildings, with links to a digital universe. The artist, as a result of this project, has ‘gone from being a global phenomenon to a household name’ quoting Jean-Paul Engelen, president of the Americas at Phillips auction house. (Quoted from Financial Times Weekend 15/16 April 2023) Louis Vuitton committed to animating areas outside of the retail space, so that the experiences could be enjoyed by all.