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Louis Vuitton paints the town in Kusama polka dots

The launch of Louis Vuitton x Yayoi Kusama collaboration has seen the artist take over Harrods façade

Josie Shand



Louis Vuitton has raised the creative bar once again with an eclectic experiential campaign to support the launch of its new collection  with world-renowned artist Yayoi Kusama. 

As part of the campaign Louis Vuitton has projected a colourful, moving Yayoi Kusama polka dot design onto the iconic Harrods shop front. 

Bringing art to the streets in an unprecedented way, 27 windows devoted to the Louis Vuitton x Yayoi Kusama collection run along Brompton Road and Hans Crescent, spilling out onto the pavement. Yayoi Kusama’s presence is further felt with a monumental, 15m high life-like statue of the artist outside the Hans Crescent façade where she is sculpted painting dots onto the Harrods’ exterior. The larger-than-life installation is a unique celebration of the work of a talented artist and well-renowned retail brand.

The outdoor installation runs across January while an indoor space of the iconic department store will be occupied by Kusama’s mesmerising, multicoloured and immersive vision until early February.  

To add further exposure to the new collection, Louis Vuitton also took over the historic Piccadilly Circus lights outdoor advertising site, which displayed a 3D version of the new Louis Vuitton x Yayoi Kusama suitcase line. 

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

To take the campaign that extra mile, bespoke Louis Vuitton x Yayoi Kusama ads are running in print across the Times, Telegraph. As well as 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 27th February. The strategic takeover of media owners underlines the importance of the medium and its longstanding ability to achieve widespread influential reach.

“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.” explains Anne-Marie Hammond, Managing Partner at Publicis Media Luxe.

The campaign, which will also run globally in 4 other cities, is a compelling reminder not just of the visual firepower of experiential, but the marketing clout which comes through a meticulously planned media strategy. 


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Experiential Retail