Louis Vuitton to Stage New Exhibition in London
In a new immersive marketing display, Louis Vuitton will be exhibiting a display designed to project the creative process behind the brand.
Up until the appointment of former Balenciaga creative director Nocolas Ghesquiere, the majority of the company’s displays have been focused on reinforcement of the brand’s rich heritage, however since 2014 Louis Vuitton has depicted perambulate retail store collections – Autumn/Winter’s ‘Series 1’ showed in Shanghai and Tokyo, ‘Series 2’ for Spring/Summer 2015 was shown between LA, Beijing, Seoul and Rome and ‘Series 3’ will launch in London during London Fashion Week and will be based on figures from the previous editions.
Company chief executive Michael Burke has said that “series is part of a multi-pronged approach to communicating what’s happening in our house… It communicates the message of the season in a way that simultaneously transcends it. There’s a certain permanence. From season to season you get the ways a collection connects to the previous one, as well as to what happened 150 years ago. It’s a continuum that ties everything together from the first trunk to this collection. It’s an attempt to create permanence in an extremely volatile world.”
The forthcoming series has been designed and created completely in house and will depict a 13 room journey through the company’s creative steps leading up to the design on the new collection, including what is to be called the ‘Infinite Show’, where all 50 collection looks will be projected as a video onto 25 life-sized screens, depicting images reserved usually for the catwalk’s front row guests. Concluding the show, will be a gallery-like depiction of the season’s advertising campaigns, with the addition of free posters and a ‘sticker room’.
The exhibition will be held in a former office block neighbouring one of London’s most notorious hubs for creativity, Somerset House; according to the brand, the exhibition is expected to attract around 100,000 visitors.
