Louis Vuitton’s latest project has recently been mentioned in metaverse news, which is a collaboration with the famous dots of artist Yayoi Kusama, uses augmented reality to decorate famous landmarks around the world.
Louis Vuitton has shown off their newest project, which is a set of augmented reality landmarks with the famous dots by Yayoi Kusama. The Eiffel Tower, the Statue of Liberty, Tower Bridge, the Arc de Triomphe, the Natural History Museum, and the National Gallery of Art in London are all part of the project.
“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. “It’s a way for the Louis Vuitton and Kusama teams to show the bridge between online and offline; they’re digitally painting their dots on top of the real world.”
By focusing on AR, users can try out new tech
“Augmented reality is connected to the ‘real world,’” Perez says. “AR is the healthiest way to think of the evolution of the web, rooted in real life and humans — rather than escaping into VR.”
This is the second time that the French luxury houses have worked with the Japanese artist Yayoi Kusama to make a stunning campaign. The first time was in 2012. The campaign was made with Snap’s Landmark lenses. People in certain cities around the world can open the Snapchat app, search for the brand’s page or Lenses, and choose the landmark in front of them to see Kusama’s famous dots on the screen. This collaboration looks like Louis Vuitton’s famous line of leather goods, which are also covered in dots.
Following their other recent activations around the world, like taking over Tokyo’s huge Cross Shinjuku Vision billboard and putting a moving Yayoi Kusama animatronics robot on the 5th Avenue store in New York City, and giving its Maison Champs-Élysées flagship store in Paris a huge makeover.
The luxury brand has used augmented reality in many ways, and this latest project is just one of them. Starting in 2019, the collaboration between Louis Vuitton and Snapchat builds on some of the brand’s earlier experiments with the app. Virgil Abloh’s Keepall bag had to be shown in augmented reality. Snap has since developed Lenses with a Yayoi Kusama-inspired pumpkin face filter and one that projected dots onto the user’s surroundings. According to Geoffrey Perez, Snapchat’s head of luxury, the purpose of this new endeavor was to “go bigger.”
Augmented Reality (AR) is becoming increasingly popular among brands seeking to expand their storytelling and vision. By allowing customers to engage with products in a virtual world, augmented reality (AR) technology enables brands to create a unique and engaging experience for their customers. This technology allows brands to produce interactive content, such as 3D objects, videos, and animations, that customers can view on their smartphones and tablets.
“It’s about inspiring and showcasing the artwork,” Perez says. “It shows how the world is a canvas. We’re just getting started painting the world out there — not just with colourful dots, but with more utility-focused options.”
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