LOUIS VUITTON

PARIS

Louis Vuitton

- A company that sells luxury goods, from luggage and clothing, to writing accessories, such as pens and notepads.

- The fact that the brand is very exclusive, gives it its value.

- When a person purchases a piece of luggage from Louis Vuitton, they don't only buy the luggage, but the prestige and style.

Background

- Louis Vuitton was founded in 1854 by Louis Vuitton.

- It is not only one of the oldest, but also one of the most legendary houses of fashion in the world.

- Louis Vuitton has shaped the art of luggage making and changed the notion of travel itself, making it a lifestyle.

Shop Information

- Louis Vuitton sells its products through standalone boutiques, high-end department stores and e-commerce on its website.

- Its target customers make up high-end society, as it is an exclusive, luxury brand.

Louis Vuitton Logo

- Louis Vuitton is very well know for its monogram 'LV' which can be found on all of Louis Vuitton's products and is always clearly seen on store fronts.

Store Exterior

- Louis Vuitton stores have an attractive and luxurious exterior, which invites customers in.

- The iconic 'LV' logo is always visible for passers-by, highlighted with lights, making its clear to see, whilst also being appealing.

Store Front

- Louis Vuitton's store fronts are always very neat and clean.

- The display is organised and tidy, with only a limited number of merchandise and props. This allows the viewer's focus to be entirely on the products, which are often lit up with lights.

Store Colour Palette

- Louis Vuitton's colour palette includes shade of gold, yellow and brown, which gives the idea of royalty and exclusivity.

Gold Shades

- The colour gold is the colour of wealth, extravagance and royalty. It is also associated with illumination, love, compassion, courage, and passion.

- Gold being a precious metal is related to wealth, glamour and exclusivity.

Louis Vuitton's Past Displays

Natural History Museum Display

- This window display was inspired by the Natural History Museum in Les Jardins des Plantes, in Paris. It was placed in the windows of the Champs Elysées Maison in Paris.

'The Goose Game' Display

- The concept of “The Goose Game” was designed throughout the Louis Vuitton Christmas window displays, and rather than having reindeers pulling the Santa's sleigh, Louis Vuitton had geese to bring the presents.

- PC Hooftstraat, Amsterdam.

'L'Invitation Au Voyage' Display

- This pre-fall window display translates to an 'Invitation to Travel,' which can be easily understood from the props related to travel, such as hot air balloons.

- Paris, France.

Analysis of Louis Vuitton's Frequently Used Window Props

Metal, Gold Divider/Wall

- Louis Vuitton often use a gold metal plating, as a wall or divider. It is shiny and attracts the eye, and made up of circles that cross over each other to form one of the iconic Louis Vuitton symbols.

- This see-through wall splits the window display and the shop itself, and focuses the viewer’s attention on the products. It gently accompanies the items on display, and is very subtle, not too busy, but classy.

Gold/Shiny Props

- Louis Vuitton has also done a sparkly bag display, 'Dripping Gold,' with gold metal rods which have the classic Louis Vuitton symbols on the outer ends. In the centre of the rods were the handbags, on stands, which were lit up with spotlights. This focused the viewer’s attention on the product, as it stands out.

- These types of props are delicate, but elegant, supporting the store’s iconic theme of style and luxury.

- The background was just a plain, bloc colour, that’s not too busy, so that the focus was on the product.

'Shimmerwalls'

A sequin wall designed by 'Shimmerwalls' would be the ideal merchandise for Louis Vuitton's window displays, as their designs would complement the brand's theme of luxury and glamour, but also of delicacy and exclusivity.

Other Shimmerwall designs that may suit Louis Vuitton's visual merchandise: