LOUIS VUITTON

Twenty years after its debut, the legendary collaboration between Louis Vuitton and Takashi Murakami is renewed with a new collection that celebrates the iconic reimagining of the Monogram Multicolor. The LV logo and Monogram flowers, blended in 33 vibrant shades, bring to life a work that represents a new cultural paradigm, capable of merging the elegance of French luxury with the explosive pop aesthetics of Japan.

To celebrate this event, the Louis Vuitton has organized a series of sensory and emotional activities that, in January, took place in several Italian cities. Milan was the first of these, where its streets came to life with the kaleidoscopic Monogram Multicolor through the exclusive decoration of two historic ATM trams, executed in collaboration with the Brand Solutions team at IGPDecaux, who also oversaw the interior customization.

Two “brand shelters” by IGPDecaux welcomed visitors at their departure points, and they too were customized with a creative design featuring the LV Hands logo, created by the artist for the brand in the early 2000s. The launch was further enhanced by the presence of ten “full-wrap trams”, also wrapped by IGPDecaux, which transformed the city of Milan into an urban art masterpiece.

By choosing Milan's historic trams as stage for the launch of this extraordinary collection, Louis Vuitton created a one-of-a-kind immersive experience, blending the charm of Milanese tradition with Takashi Murakami's contemporary art. 

The two trams offered visitors an exclusive opportunity to experience the world of Louis Vuitton on the move, while the city of Milan was transformed into a living canvas thanks to the decoration of ten “full-wrap trams”. This is a perfect example of how OOH can become a powerful tool for engagement and storytelling by celebrating art, luxury, and innovation in a completely new way. Once again, Brand Solutions lived up to the brand’s expectations.