The day before yesterday, I walked by Louis Vuitton's main store in France and was surprised by the huge installation of Yayoi Kusama. The entire building of the Louis Vuitton store has been decorated with red, yellow, green, white and blue dots, which a giant statue of Yayoi Kusama is painting with a paintbrush. Yayoi is an Asian female artist from Japan. This giant installation, which represents LV's second collaboration with Japanese artist Yayoi Kusama, utilizes innovative screen printing technology that is able to reproduce the artist's brush strokes in a very realistic 3D effect. It got me thinking of the marketing strategy and intention behind this giant installations, and if New York city would be able to do the same.
Brand collaboration
Louis Vuitton's collaboration with Yayoi Kusama allowed the brand to tap into her immense popularity and avant-garde artistic style. Kusama's installations added a touch of creativity and uniqueness to the brand's retail spaces, attracting attention and generating buzz among both art enthusiasts and fashion lovers. The collaboration aligned Louis Vuitton with contemporary art and positioned the brand as an innovator in the luxury fashion industry.
Targeting Art and Fashion Enthusiasts
Yayoi Kusama's installations appeal to both art enthusiasts and fashion lovers. Louis Vuitton leveraged this overlap by showcasing her installations in their stores. This strategy aimed to attract a diverse audience and engage individuals who may not typically visit art galleries but have an affinity for luxury fashion. The collaboration broadened the reach of both Louis Vuitton and Kusama, exposing their brands to new demographics and potential customers.
Enhanced Brand Perception
By collaborating with a prominent contemporary artist like Yayoi Kusama, Louis Vuitton aimed to enhance its brand perception and position itself as a leader in both the fashion and art worlds. The installations added an element of cultural significance and artistic relevance to the brand, attracting attention from media outlets and elevating Louis Vuitton's image as a creative and forward-thinking luxury brand.
In sum, this crazy installation in Paris creates a memorable shopping experience for the consumer and leverages the popularity of the brand and artist.
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