Louis Vuitton Takes over Harrods Façade to Celebrate Launch of Yayoi Kusama Collaboration

Louis Vuitton has launched a brand-new collection with world renowned artist Yayoi Kusama. To celebrate the launch in a standout way, Louis Vuitton has projected a colourful, moving Yayoi Kusama polka dot design onto the façade of Harrods; the first brand ever to do this. The creative concept and brand experience was developed by Closer.

Running from January 6th – February 13th, Yayoi Kusama’s mesmerising, multicoloured, and immersive, vision will inhabit the iconic department store. Lighting up the entire Harrods building façade with the new Louis Vuitton x Yayoi Kusama polka dot artwork, the design continues to evolve using Harrods’ façade as the canvas, running from Sunday 9th until 18th January. 

Bringing art to the streets in an unprecedented way, Louis Vuitton x Yayoi Kusama uses the Harrods iconic exterior as a vast canvas. At street level, 27 windows devoted to the Louis Vuitton x Yayoi Kusama collection runs along Brompton Road and Hans Crescent, spilling onto the pavement. Yayoi Kusama’s presence is further felt with a monumental, 15m high life-like statue of the artist, unveiled outside the Hans Crescent façade, painting dots onto the Harrods’ exterior.

Alongside the Harrods façade, Louis Vuitton is taking over the historic Piccadilly Circus Lights OOH site, currently showing a 3D version of the new Louis Vuitton x Yayoi Kusama suitcase line. In addition, a 30-minute domination of the site took place at 7pm on Friday January 6th. To add further exposure, similar ads can be seen at other OOH sites such as the Brompton Banner and Knightsbridge Gateway to be unmissable in the area until the end of January.

To spread word of the campaign even further, special Louis Vuitton x Yayoi Kusama ads are running in print across the Times, Telegraph and a never been done before full wrap of the Financial Times. A vertical skylight is running on the Telegraph in another media first.

The campaign is underpinned by digital activity running across Vogue and Elle to tap into fashion and luxury audiences online, as well as a WeTransfer takeover. The campaign will also see takeover formats running on Pinterest and TikTok, as well as a lens on Snapchat to further engage audiences. This is alongside further activity on Meta, all of which will be running until February 27th.

Media planning and buying has been handled by LVMH’s media agency Publicis Media Luxe, with projection activity led by brand experience agency ENERGY, in partnership with Pixel Artworks.

Anne-Marie Hammond, managing partner at Publicis Media Luxe, said: “An iconic brand in its own right, Louis Vuitton sets the bar high with its innovative campaigns. So, we needed to create the wow factor in a totally new way for the London luxury scene, harnessing Harrods’ shop front as the key media space and building a fantastic campaign around it, filled with media firsts that fit the Maison. 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.”

The campaign has been launched globally, in four other cities alongside London.