The front of Harrods’ iconic exterior has been transformed into a gigantic canvas displaying the works of Yayoi Kusama to celebrate a new collaboration between the renowned Japanese artist and designer fashion label Louis Vuitton.
Currently lighting up the facade of the famous London department store, the distinctive polka dot designs of Yayoi Kusama represent the first time a brand has ever illuminated the outside of Harrods in such a way. However, instead of paint, this time, the artwork is being applied via a series of swirling, hypnotic lighting projections.
Running until 13 February, the mesmerising, multi-coloured and immersive campaign was brought to life with the help of Publicis Media Luxe in an effort to bring art to the streets in an unprecedented way. It will also help to raise awareness of the new Louis Vuitton x Yayoi Kusama collection, which is being displayed in pride of place in 27 windows running along Brompton Road and Hans Crescent, spilling onto the pavement.
To further promote the collection, a monumental, 15 metre-tall life-like statue of Yayoi Kusama was recently unveiled outside the Hans Crescent facade, depicting the artist painting her trademark polka dots onto the Harrod’s exterior. If that doesn’t tip off passers-by that a collection related to the artist lies inside, nothing will.
Speaking of the decision to light up Harrods, Publicis Media Luxe managing partner Anne-Marie Hammond said that a brand as recognisable as Louis Vuitton has already set the bar high regarding innovative campaigns – so only something that was guaranteed to turn heads would suffice for this collection launch.
“We needed to create the wow factor in a totally new way for the London luxury scene, harnessing Harrod’s shop front as the key media space and building a fantastic campaign around it, filled with media firsts that fit the Maison,” she reveals. “We’re so pleased that with the Louis Vuitton team’s vision, and the talent of the ENERGY and Pixel Artworks teams, the Louis Vuitton x Yayoi Kusama launch has been truly unmissable.”
Harrods isn’t the only place being taken over by the Louis Vuitton x Yayoi Kusama collection. The historic Piccadilly Circus Lights are currently showing a 3D version of the suitcase line from the collection, as well as having hosted a 30-minute domination of the site earlier in the month. Adding to the exposure is a series of OOH ads at the Brompton Banner and Knightsbridge Gateway, both of which are equally unmissable.
And just in case people have managed to avoid news of the collection, special Louis Vuitton x Yayoi Kusama ads are currently running in print across the Times, Telegraph and a never-been-done-before full wrap of the Financial Times. Topped off with a vertical skylight running on the Telegraph, and it looks like the campaign is breaking new ground in about half a dozen ways.
No modern campaign would be complete without a digital component, and Louis Vuitton x Yayoi Kusama is no exception. Activity across Vogue and Elle ensures that it reaches the target audience, and a WeTransfer, Pinterest, and TikTok takeover ensure that every base has been covered. And if you want to engage with Kasuma’s art interactively, Snapchat has even got you covered with a new themed lens.
Don’t worry if you’re not London-based, either. The campaign has been launched globally, with four other cities participating, including Tokyo and New York.