Kusamifying the world

Insight

The vibrant and repetitive patterns of Yayoi Kusama enable us to see the world through her eyes, a world that she was determined to Kusamify.

Yayoi Kusama’s invasive polka dots first captivated Louis Vuitton in 2012, leading to their first collaboration which was a major success.

Drawing inspiration from her Infinity Rooms, the Japanese artist’s iconic dots were omnipresent, adorning everything from clothing and shoes to handbags.

Louis Vuitton strengthened its image as a pioneer in fashion and art by collaborating with such a strong and disruptive figure of modern art, and is looking to repeat that success at an even bigger scale.

Idea

A Kusamification of Louis Vuitton’s digital space.

AKQA imagined innovative methods to enhance engagement and desirability of the Yayoi Kusama collection.

The Japanese artist’s patterns spread throughout the digital space and across every step of the customer journey, from the landing page filled with dots to custom animations on the product listing pages.

A gamified experience exclusive to the App helped valorise a specific customer segment. Only the LV App users being able to access a preview of the products and captivating looks of the collection.

Blending videos, 3D animations and immersive content has been key to bringing the art of Yayoi Kusama to life, enabling a playful discovery of the collection.

Impact

A powerful collaboration that anchors Louis Vuitton in the cultural sphere.

While this is not the first time that Louis Vuitton has collaborated with a contemporary artist, this extensive collaboration places it at the forefront of the cultural scene with a focus on craft and elegance.