The two iconic brands joined forces to create an unforgettable marketing activation in the form of mesmerizing store windows, interior takeovers and larger than life sculptures of Yayoi herself. This marketing activation has set a new industry high, and we can’t wait to see what other brands do in the wake of this collaboration.
Yayoi Kusama
For those of you who are unfamiliar, Yayoi Kusama is a Japanese contemporary artist who is known for her bold and playful work, often featuring her signature polka dots. And Louis Vuitton, well they’re just the epitome of luxury fashion and quality craftsmanship. So, when these two came together, it was a match made in heaven.
Louis Vuitton stores
The windows of Louis Vuitton stores were transformed into immersive installations featuring Kusama’s iconic polka dots, creating a dream-like atmosphere that was both visually appealing and thought-provoking. The use of lights and mirrors in the windows created an illusion of endless patterns, drawing in curious onlookers and turning window shoppers into customers – this was a wonderful nod to Kusama’s infinitity rooms.
Unique shopping experience
The collaboration between Louis Vuitton and Kusama went beyond the windows and into the stores themselves. The interior of the stores was adorned with Kusama’s art, creating a unique shopping experience that was unlike anything else. The brand also created a limited-edition collection of handbags and accessories featuring Kusama’s signature polka dots, which was an instant hit among fashion-conscious consumers.
Ground-breaking
I think our favourite part of the activation was the array of forms Kusama appeared globally, from oversized statues of the artist painting and climbing the facades of our favourite LV stores, to robotic Kusama’s painting spots in the shop window and mimicking customers passing by. This was truly ground-breaking and has set a new bar for the retail industry.
Visibility and exposure
The marketing activation was a huge success for Louis Vuitton, as it generated a great deal of buzz and interest in the brand. Social media was abuzz with people sharing photos and videos of the store windows and merchandise, giving Louis Vuitton a huge boost in visibility and exposure. This type of marketing activation is not only a great way to attract new customers, but it also provides a fresh, new perspective to long-time fans of the brand.
Brand collaboration
Every touch point was carefully considered and curated by the creative and marketing teams at LV – it is truly a masterclass in how to combine new technology, marketing activation and brand collaboration that happened seamlessly overnight globally. It also highlights the importance of what great marketing activations and creative installations in bricks and mortar stores can do for a brand.
