Louis Vuitton

LV The Book

Bringing the pages of Louis Vuitton’s print magazine to life.

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Insight

Telling stories in the spirit of travel since 2014.

Sent to Louis Vuitton’s most loyal customers and VIPs, The Book is an exclusive insight into the world of the House; the story of the season, told one tale at a time, encapsulating the brand universe, savoir-faire and products.

How then, to extrude this rich storytelling landscape across digital touchpoints, offering a more exclusive and immersive experience?

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Idea

Opening the book on Louis Vuitton’s digital universe.

For the very first time, The Book’s print magazine experience is extended into the digital world, available exclusively on the Louis Vuitton mobile app.

Using print articles from The Book as a point of departure, the app’s 15 articles leverage AR, 3D, gaming and spatialised sound technologies to offer videos, games, podcasts and other experiences, offering an immersive invitation into the world of Louis Vuitton.

Inspired by the upcycled components of the season’s new LV Trainer, a video game sees the player running through a cityscape gathering components to complete the shoe, introducing Louis Vuitton’s future sustainability commitments along the way.

For Albatros, Virgil Abloh’s bags for the Louis Vuitton Fall-Winter 2021-2022 take flight mounted on drones. Visitors can experience the bags in 360-degrees, accompanied by cockpit-style commentary on the collection’s inspiration.

In introducing key Louis Vuitton lifestyle items, a scan over imagery on the printed page reveals augmented reality experiences. The Horizon Lightup speaker comes to life in a display of music and LED lights, the LV Bike changes colour and intricate details within the Tambour Curve watch are uncovered.

Impact

Paving the way for future storytelling.

In the Louis Vuitton app, ongoing activations continue to push the boundaries, innovating a powerful, perpetual storytelling destination for the House.