The famous brand with the LV monogram is partnering for the second time with the Japanese artist Yayoi Kusama for a special collection, all dressed in polka dots. To announce this new association, the label owned by LVMH, did not do things by halves and the devices put in place are as surprising as extravagant. Back on an international campaign that is making the buzz.
A first collaboration in 2012, then a second in January 2023: Louis Vuitton definitely appreciates the work of Yayoi Kusama. This Japanese artist, as original as she is talented, has marked the history of art with her polka dots, pumpkins and pieces of thousands of lights.
Robots, mannequins and giant statues… The 94-year-old artist is the star of the new Louis Vuitton campaign, which premiered at the Art Basel fair in Miami on December 1. The collection, called Creating Infinity, includes more than 400 pieces including clothing, bags, sneakers, jewelry as well as perfumes and even some trunks, emblematic of Maison Vuitton. These fashion pieces feature the artist’s emblematic motifs: Painted Dots, Metal Dots, Infinity Dots and Psychedelic Flower.
A campaign that is making the rounds of the world’s polka dots
To communicate on this new collaboration, Louis Vuitton does not skimp on the means. Starting with the fashion capital. Since January 5, a monumental installation covers part of the Louis Vuitton store on the Champs-Élysées. As funny as scary, we see Yayoi Kusama, the size of a giant, covering the store with her famous small circular shapes of all colors.this monumental inflatable structure has enough to catch the attention of passers-by, who do not fail to relay it on social networks.
In Place Vendôme, an animatronic robot bearing the artist’s likeness, bluffing with realism, was installed in one of the many Parisian boutiques of the brand. Wearing an inflatable wig in the shape of a pumpkin, reminiscent of one of his emblematic works, and dressed in a polka-dot dress, this automated clone of the artist tirelessly paints small polka dots on the window of all colors, in front of the questioning eyes of passers-by.
@sortiespariskids Le robot de Yayoi Kusama a pris place dans la boutique Louis Vuitton Place Vendôme 🤖 C’est assez étrange et ressemblant 😳 Louis Vuitton X Yayoi Kusama @louisvuitton #yayoikusama #louisvuittonyayoikusama #vendome #placevendome #paris #parisbonnesadresses #bonplanparis #sortiraparis #sortiesparis #insoliteparis #parisinsolite #paris #fashion ♬ Made You Look – Meghan Trainor
On the other side of the globe, in New York, another robot clone of the artist was installed in the window of the Vuitton store, located on 5th Avenue. A pop-up store was also inaugurated just in front of the Whitney Museum in New York, in a setting of yellow walls strewn with black polka dots and silver spheres that form the logo of the brand.
In Japan, in the country of the artist, a 3D digital advertising campaign features the artist and her creations.
https://youtu.be/Gws4LOUI4l0
This communication campaign was deployed everywhere, in real and virtual form, and more than 460 Louis Vuitton stores were transformed into works of art throughout the world. Like the concept of street art, this strategy allows art to go beyond museums and art galleries and make art accessible everywhere and to everyone…
It is such an event that the artist has exceptionally left the psychiatric hospital in which she has lived for fifty years, in order to pose for the advertising campaign.
The Yayoi universe in a video game
To push the communication of this collaboration even further, Louis Vuitton has created a free application, filled with mini-games in augmented reality.
Pumpkin Painter. Experience infinity by painting the dots on #YayoiKusama’s iconic pumpkins to uncover special surprises in the new #LVxYayoiKusama App. Learn more about the #LouisVuitton collaboration and download the app at https://t.co/V9y6VjFwjc pic.twitter.com/esRVTGprO4
— Louis Vuitton (@LouisVuitton) January 14, 2023
After Chanel, Kenzo and Hermès, it is now the trunk-maker’s turn to enter the world of video games. Since January 14, users are invited to discover the psychedelic and stunning universe of Yayoi Kusama, in the game entitled LVxYK.
The goal is simple: dive into the dotted universe of the collaboration, collect objects and find the way out of the Louis maze. Finally, experience infinity by painting polka dots on the artist’s iconic gourds. And to boost the motivation of participants, there is a chance to win real pieces from the collection.
The fashion campaign that illustrates this collaboration, shot by photographer Steven Meisel, features some of the world’s most famous models: Gisele Bündchen, Bella Hadid, Natalia Vodianova, Karlie Kloss, Fei-Fei Sun or Christy Turlington.
Read also > THE NEW COLLABORATION “TIFFANY AND CO. X DANIEL ARSHAM” TRANSFORMS THE PADLOCK INTO A WORK OF ART
Featured photo : © Press
