To celebrate 20 years of collaboration with Japanese artist Takashi Murakami, Louis Vuitton has chosen to communicate at Paris-Charles de Gaulle Airport, the global fashion capital and a must-visit location to celebrate new trends.
An ode to the cherry blossom season in Japan, the reissued collection evokes the renewal of spring through iconic creations of leather goods, perfumes, and accessories.
To work on its branding objective with a French and international audience in a premium environment, the brand has chosen to roll out its campaign on two iconic digital displays:
- the Shopping Digital Immersive, an immersive setup located near the shops in Terminal 1
- the Bon Voyage Giant Screen, a 39-square-metre screen allowing engagement with all departing passengers from Terminal 2E.
These two installations broadcast a film highlighting the artist's creations and featuring Zendaya, the House's ambassador, immediately immersing passengers in the spring universe of the Louis Vuitton x Murakami collection.