Louis Vuitton has teamed up with Yayoi Kusama after a decade and has come up with a ravishing LV x Yayoi Kusama collaboration. Before this, Louis Vuitton collaborated with Kusama in 2012 and the collaboration received an overwhelming response.
For the unversed, Yayoi Kusama is a Japanese artist known for her extensive use of polka dots and for her infinity installations. Her notable works include Obliteration Room and Infinity Mirror Room – Phalli’s Field. Her love for polka dots can be seen in her Instagram bio which says, “Our earth is only one polka dot among a million stars in the cosmos/Polka dots are a way to infinity” – Kusama.
The 93-year-old has once again collaborated with the high-end fashion brand Louis Vuitton and this collaboration offer ultra-rare, ultra-expensive goods for the truest enthusiasts. You must be aware by now of this much-talked-about collaboration encompassing over 450 individual items. You must have also seen LV x Kusama ads, pop-ups, headline coverage, and promotional activities giving it all the hype.
Everyone knows about this collaboration and is talking about it; this is exactly what the brand wanted.
Giant sculptures of Kusama looking over French buildings, her robots painting polka dots inside LV showrooms, alluring videos featuring Kusama being played on Tokyo skyscrapers, and supermodels parading in LV x Kusama campaigns, LV has made sure to make this collaboration an actual big deal.
To celebrate this collection, they have done some really larger-than-life displays. Harrods’ facade was projected with a colorful, moving polka dot design. Giant-sized art installations at Louis Vuitton retailers across the globe are being seen.
While a Kusama robot peeps out of an LV showroom in New York, a larger-than-life Kusama sculpture stands tall in Paris, and a polka-dotted pop-up store is attracting a huge crowd in her native Japan.
All this is part of a brilliant marketing strategy and the brand has managed to create all the buzz it wanted.