LV x Jeff Koons

“Masters” by Louis Vuitton explores accessibility of iconic art—present & past. For this art collaboration, a range of mixed media assets brought to life the iconic partnership—LV x JK.

Louis Vuitton teamed up with international renowned artist Jeff Koons to collaborate on a new line of artful luxury handbags that remixes the iconic artworks of the old masters and presents them in a way that encourages new interpretations and accessibility to art. Koons brought imagery from his long-standing 'Gazing Ball' paintings—a series of large-scale hand-painted reproductions of the works by the Old Masters—Leonardo DaVinci, Titian, Peter Paul Rubens, Fragonard, and Vincent Van Gogh—to a image of Louis Vuitton leather goods.

To announce and promote this collaboration a large scale multi-channel campaign with a focus on digital and experiential installations was conceived. Featuring custom animated videos of the old “Masters” artworks that brought them to life through outdoor projection mapping, in-store video display and retail design, a 1000 copy limited edition signed collectors book and multiple executions across digital, outdoor, print. Highlights of the campaign included a 360º video experience within Paris' Louvre Museum. The announcement video for the campaign was Louis Vuitton's most successful to date with 19M views shortly after launch.

Product as Art

A range of content was captured to promote the launch of the LV x JK artist collaboration. From product-focused to art-focused to editorial-focused—each gave the brand a spectrum of assets to communicate and promote the collection in an impactful and artful way across their digital ecosystem.

Artist Education & Studio Tour

To bring individuals closer to Jeff Koons and his process, we worked with Google to develop a 360º studio tour experience—highlighting art, process and pieces.

Art across every touchpoint.

From Storefront…

to digital e-commerce platform…

to limited edition print publication…

to a exclusive museum feature at the Louvre…

Editorial Photographer: Dario Catellani
Artist Photographer: Maciek Kobielski
Stylist: Angelo DeSanto
Hair: Shingo Shibata
Make-up: Fara Homidi 
Set Designer: Matt Jackson
Animator: Rino Stefano Tagliafierro
Production: AND Production
Agency: Wednesday Agency