During London Fashion Week in September, Italian luxury fashion house Louis Vuitton will put on an immersive fashion exhibition at Somerset House. The show will celebrate creative director Nicholas Ghesquiere’s artistic process and the creative thinking behind the brand, as well as the technical prowess that shaped its A/W 15-16 collection.
The showcase, which will open at the same time as the collection drops in-store (September 1 2015), is Series 3 of a new exhibition format by Louis Vuitton that explores the fashion seasons. Previous iterations saw Series 1 for A/W 14-15 in Shanghai and Tokyo, and Series 2 for S/S 15 in LA, Beijing, Seoul and Rome. Based on footfall to these events, we can expect around 100,000 visitors to Series 3 in London.
Series 3 will comprise a 13-room experience over three floors. Visitors can access initial product sketches, receive demonstrations on how the garments are stitched, and watch backstage footage from the catwalk presentation. The Infinite Show, a large-scale video presentation of all 50 looks from the A/W 15-16 catwalk, will offer viewers coveted front-row access to the collection.
The final room in journey will display the season’s advertising campaign, photographed by industry hotshots Juergen Teller and Bruce Weber. There will also be free posters and a sticker room, offering 12 different stickers for visitors to take away. This seemingly minor element of fun is a key strategy for luxury brands in their quest to engage younger audiences (see Sticker Fun for Millennials for more). For further exploration of how humour is being used by luxury brands to humanise a sector often seen as impenetrable, and therefore alienating to younger audiences, see Haute Humour.
This immersive project taps smart brand engagement strategies detailed in Exploiting Insider Access. Expressive cultural connections are key to boosting luxury brand relevancy in the face of digital retail’s ubiquity. See Beyond Retail: Rites, Rituals & Culture Clubs for more.
Self-referential initiatives such as this, which reboot heritage with fresh, insider-only details, are engaging a new wave of connected consumers hungry for knowledge and expectant of increased brand access. See more in Monetising Brand Heritage. See also Museum & Exhibition Design Inspiration for Retail Creatives and Experiential Museum Design for more on brands tapping the exhibition format for more immersive consumer engagement.