by Yayoi Kusama’s distinctive polka-dot designs, which currently light up the facade of the iconic London department store, mark the first time a brand has lit the exterior of Harrods in this way. Instead of paint, however, this time the artwork is applied via a series of swirling, hypnotic light projections.
The mesmerizing, multicolored and immersive campaign, which ran through February 13, was brought to life with the help of Publicis Media Luxe to bring art to the streets in an unprecedented way. It will also help raise awareness of the new Louis Vuitton x Yayoi Kusama collection, which will be displayed in pride of place in 27 shop windows along Brompton Road and Hans Crescent, extending onto the pavement.
To further promote the collection, a monumental, 15-meter-tall, lifelike statue of Yayoi Kusama was recently unveiled in front of the Hans Crescent facade, showing the artist painting her signature polka dots on the outside of Harrod’s. If not for passers-by indicates that there is a collection related to the artist, nothing will happen.
Regarding the decision to light up Harrods, Anne-Marie Hammond, Managing Partner of Publicis Media Luxe, said that a brand as recognizable as Louis Vuitton has already raised the bar for innovative campaigns – so just something would suffice. guaranteed to start a sensational collection.
“We needed to create a whole new way of creating the wow factor for the London luxury scene, using the Harrod’s storefront as a central media space and building a fantastic campaign around it, filled with media releases befitting the Maison,” she reveals. “We are delighted that the Louis Vuitton x Yayoi Kusama launch was truly unmissable with the vision of the Louis Vuitton team and the talent of the ENERGY and Pixel Artworks teams.”
Harrods isn’t the only place taken over by the Louis Vuitton x Yayoi Kusama collection. The historic Piccadilly Circus Lights are currently showing a 3D version of the trunk line from the collection and hosted a 30 minute walkthrough of the site earlier this month. Add to that a number of OOH ads in the Brompton Banner and Knightsbridge Gateway, both equally unmissable.
And just in case people have managed to avoid news about the collection, special Louis Vuitton x Yayoi Kusama ads are currently running in print in the Times, the Telegraph and an unprecedented full edition of the Financial Times. Topped off with a vertical skylight running atop the Telegraph, it looks like the campaign will break new ground in about half a dozen ways.
No modern campaign would be complete without a digital component, and Louis Vuitton x Yayoi Kusama is no exception. Vogue and Elle’s activities ensure they reach the target audience, and an acquisition by WeTransfer, Pinterest and TikTok ensures every base has been covered. And if you want to get interactive with Kasuma’s art, Snapchat even has a new themed lens for you.
Don’t worry if you’re not based in London either. The campaign has launched globally, with four other cities participating, including Tokyo and New York.
