The new campaign used AR to present world-famous landmarks adorned with the artist's famous dots.
French luxury brand Louis Vuitton continues its series of performances in support of its new collaboration with Japanese artist Yayoi Kusama. The new campaign used AR to present world-famous landmarks adorned with the artist's famous dots. The project "involves" the Eiffel Tower, the Statue of Liberty, the Tower Bridge, the Arc de Triomphe, the Natural History Museum, and London's National Gallery.
"We wanted to make something on a huge scale that also has a huge meaning: painting the world's biggest landmarks and monuments is also a statement, the same way that Louis Vuitton painted their boutiques and stores," says Geoffrey Perez, Snap's head of luxurious. He says the new project is a bridge between physical retail and online channels, with branded outlets in a "digital format on top of the real world."
The Louis Vuitton x Yayoi Kusama collaboration is the second ever since the brand teamed up with the artist in 2012. In the new campaign, LV uses Snap "Landmark" lenses. Users are invited to open the app and see one of the top landmarks on a map decorated in Kusama's style.
The French luxury retailer has collaborated with Snapchat before. Specifically, in 2019, an augmented reality image of Virgil Ablo's Keepall bag was unveiled. As part of the latest collaboration, the brand has already held a series of major promotions, including in Tokyo, New York and Paris. Meanwhile, AR is becoming increasingly popular among brands that provide their customers with unique and engaging experiences with product interactions in a digital environment.