Louis Vuitton Series 3 Exhibition: Past,Present,Future – is series of intimate and immersive, multi-sensory installations that retrace Ghesquière’s AW15 collection for the French fashion house.
The French luxury brand aims to expose the creative process behind the Autumn/Winter 2015 collection through an immersive marketing display. With its latest exhibition, Louis Vuitton invites you to step inside the mind of creative director Nicolas Ghesquière.
Since the appointment of creative director Nicolas Ghesquière in 2014, Louis Vuitton has marked the arrival of its collections in retail stores with a nomadic exhibition. ‘Series 1’ for Autumn/Winter 2014 was held in Shanghai and Tokyo; ‘Series 2’ for Spring/Summer 2015 travelled between LA, Beijing, Seoul and Rome. For ‘Series 3’ which opened today in London during the city’s fashion week and based on figures from the previous editions, the exhibition is expected to attract some 100,000 visitors, according to the brand.
The exhibition will take visitors on a 13-room “journey” through every creative step that went into this season’s collection, from the stitching of garments, demonstrated in person, to the catwalk show. Indeed, at the heart of the exhibition will be what the brand is calling the ‘Infinite Show’ — all 50 looks from the collection projected as video footage onto 25 double-sided life-sized screens, giving visitors a close-up view, usually reserved for those seated in the front row. The show will conclude with a gallery-like display of this season’s advertising campaign, shot by Juergen Teller and Bruce Weber, accompanied by a pile of free posters and a ‘sticker room’ offering 12 key accessories from the collection depicted on a set of stickers offered as a gift for visitors.
As the tens of thousands of Instagram images tagged #lvseries2 attest last year, posting to social media is very much part of the experience. Louis Vuitton created the exhibition with sharing in mind. From the mirrored walls and bright white spaces, to the figurative sculptures and large-scale digital screens, it has been completely designed to provide as many photo opportunities as possible. The whole idea is that a catwalk show lasts twelve minutes and experienced by a very select few, however the exhibition allows the brand and the show to be accessible to all. Guests will also be given posters and stickers to take home – and that in itself justifies a visit. (Text Teuku Ajie)
Louis Vuitton Series 3 Exhibition: Past,Present,Future is now open at 180 Strand, London until October 18th, 2015. #LVSeries3