Louis Vuitton’s Beautiful Green Screen: La Belle Verte Pop-Up
Louis Vuitton's recent Pop-Up Shop is perhaps the most thrilling Green Screen we've ever seen.
Louis Vuitton's most striking pop-up design to date could well be the neon green room in New York’s Lower East Side, which Virgil Abloh has asked shoppers to "meme the space."
To celebrate the delivery of the men’s artistic director’s fall 2019 collection, they decided to go bold, bright and vivid with the interiors and exteriors giving customers a radiant brand experience.
In and outside the space highlighted the array of items from Abloh's range, which visitors could buy. Inside there was everything from sneakers to sunglasses, leather jackets and topcoats. A series of bags were emblazoned with Abloh's prismatic rectangular motif, but there are also items cut from the Maison's more conventional brown and taupe monogram canvas.
Perhaps the most fascinating part of the pop-up activation is not what's inside, but what people do with the outside on Instagram. Abloh asked his followers to use the side of the store as a green screen, and there was no shortage of people who obliged him as you might imagine. The official hashtag was #LVGreenscreen.
Louis Vuittons’ eye catching pop-up display caught our attention as the bold approach to their retail design fits our values of experience first and dreaming smart. It’s a potent combination of bold thinking and high quality execution of an idea and is a wonderful example of how brand activation and thought into brand experience can be used to generate a huge buzz around your brand or indeed a particular product.
We look forward to seeing what the French fashion giant has up their sleeve for their next pop-up retail space. Expect it to be bold and well produced.
