For luxury fashion brands today, simply selling products is no longer enough. Instead, brand experiences have become the newest way to engage customers, immersing them fully in the world of their favourite brands. Last summer saw the launch of the Pradasphere at Harrods – a takeover space where no products were sold, but inspiration was shared in the form of film, art and photography that echoed the brand’s philosophy. Paris Fashion Week last autumn also saw the Chanel Shopping Centre invite visitors to browse supermarket aisles lined with everyday products wrapped in custom Chanel packaging. Now Louis Vuitton is joining the experiential trend with an exhibition revealing the inspiration behind the brand’s autumn/winter 2015 collection and the secrets of the fashion house’s enduring success.
Series 3 – Past Present and Future will use interactive technology to guide visitors through the journeys of key figures in the company, from the designers that create the collections to the personal stories of the models that wear the clothes. Currently a derelict office block, the venue at 180 Strand will be transformed by a whole host of sensory and visual experiences designed to evoke the brand’s creative vision. Use of light will form an important aspect of the exhibition, incorporated in a Louis Vuitton logo constructed from intricate layers of transparent LED particles. Visitors will also be able to walk into an ‘infinite show,’ where 50 looks from the autumn/winter 2015 collection will be projected continuously onto 25 double-sided screens, allowing visitors to observe detailing up close.
Central to the Louis Vuitton ethos is a pride in craftsmanship, and a Savoir Faire Lab will provide the chance to experience the masters at work as they create pieces in front of visitors while cameras project footage of their progress around the room. Another display will throw focus on the accessories of Louis Vuitton, draping them on 3D printed figures of model Marte Mei Van Haaster, dressed in heritage pieces. From there, plenty more surprises await, including the chance to take home a piece of the exhibition for yourself. For every luxury lover, the exhibition promises to be a must-see.
Series 3 – Past, Present and Future will run from September 21 to October 18.
180 Strand, WC2. uk.louisvuitton.com