240-Foot Display Highlights Brand Heritage and Seasonal Themes
Louis Vuitton is celebrating the holiday season with a 240-foot projection at the corner of 5th Avenue and 57th Street in New York City. The display covers the Maison’s flagship store, which is undergoing renovations, and features a festive animation that runs nightly from 5 PM to 10 PM through December 25. The four-minute show plays every 30 minutes, blending Louis Vuitton’s heritage with holiday elements.
The animation begins with vibrant patterns inspired by the Damier design from the 1880s, transitioning into sapphire blue hues. Monogram Flower designs twinkle like stars, revealing animals hidden within the patterns. These elements transform the façade into a carousel scene illuminated by falling snow. The display connects with Louis Vuitton’s global windows, all featuring a carousel-inspired theme, including the temporary flagship across the street on 57th Street. The new store showcases moving carousel animals beneath an arched transom window, flanked by large-scale giraffe and ostrich figures.
This campaign draws from the Maison’s archives, referencing the 1900 Paris Universal Exhibition, where Georges Vuitton presented trunks on a blue velvet-lined carousel. The trunk façade on 5th Avenue also highlights Louis Vuitton’s craftsmanship, incorporating a modern take on the Trianon Grey canvas. The structure includes chrome-plated steel locks, laser-cut hardware, and hand-welded corners, with 840 rivets engraved with “Louis Vuitton.”
