Louis Vuitton: 200 Innovators for Bicentennial Activations
Luxury megabrand Louis Vuitton is marking its eponymous founder’s 200th birthday with a 360° series of storytelling activations that shrewdly familiarise fans with his rags-to-riches journey and emphasise the brand’s digitally minded, innovation-attuned future. Starting August 4 (Vuitton’s birthday) the commemoration spans visual merchandising, gaming, alcohol and the arts.
Highlighting the brand’s impact on and involvement with a diverse range of creatives and paying homage to previous creative directors and designers, 200 notable individuals have reimagined its signature trunks, which will be displayed in windows across its global stores before being auctioned by Sotheby’s in December (proceeds will go to an as-yet-unnamed organisation). Those featured include the house’s past designers creative and artistic directors Marc Jacobs (American) and Kim Jones (British), Korean boyband and brand ambassadors BTS and American architect Peter Marino, long-term author of the brand’s flagship stores whose hardcore harness trunk takes cues from his love of kink culture.
Supplementing storytelling with interactivity, leaning into crypto-collectible NFT hype, it’s also launched mobile game ‘200 Anecdotes’. The game sees players guide monogrammed wooden flower figure and brand mascot Vivienne through adventures that follow Vuitton’s rise from humble beginnings – a motif particularly popular with Gen Z, as charted by Stylus – to global success. Players can access 30 NFTs within the game (none of which are currently for sale), 10 of which are designed by record-breaking American digital artist Beeple.
Further commemorations planned include:
- ‘Louis Vuitton, L’Audacieux’ (‘The Daring’ in English) – a fictional novel based on Vuitton’s life by French writer Caroline Brognard, publishing in October
- ‘Looking for Louis’ – a documentary that retraces the founder’s story, airing on Apple TV in December
- A “cuvée spéciale” (limited batch of wine) from LVMH-owned Champagne brand Veuve Clicquot in late 2021
See also Retail: Gateways to Luxe for 2021.