Louis Vuitton Presents 240-foot Holiday Animation on 5th Avenue
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By PAGE Editor
To celebrate the holidays, Louis Vuitton presents a 240-foot-tall festive animation at the corner of 5th Avenue and 57th street. Projected onto the hardsided trunk façade covering the Maison’s iconic flagship location while it undergoes a multi-year renovation, the animation stretches a full 16 stories, combining Louis Vuitton’s heritage with holiday spirit. The 4min show runs approximately every 30mins, from 5pm-10pm nightly, thru December 25th.
The animation begins with a bold burst of vibrant colors and mesmerizing movements based on the Damier pattern from the 1880s, before settling into a rich, sapphire blue. Soon, the signature Monogram Flower design is twinkling like starlight. As the animation zooms in, animals are revealed to be hiding in plain sight among the classic motifs. The menagerie roams the surface beneath gently falling snow, eventually transforming the entire building into a dreamlike carousel scene of radiant light.
The magical adventure on 5th Avenue connects with Louis Vuitton windows worldwide, which all feature an enchanted carousel theme, including the recently opened temporary flagship 57th Street NYC located across 57th street. The new store’s ground level display features moving carousel animals, set beneath an impressive multi-story arched transom window flanked by a gigantic giraffe and ostrich, surrounded by a constellation of lights in the form of Monogram Flowers.
The inspiration for this global holiday campaign comes from the Louis Vuitton archives: for the 1900 Paris Universal Exhibition, an event that transformed the city of Paris, Georges Vuitton displayed the Maison's trunks and travel items on a blue velvet-lined carousel. A nod to the Maison’s Art of Travel, the Louis Vuitton Carousel invites viewers on a magical journey through the festive season.
During pauses in the 5th Avenue animation, the trunk stack facade pays homage to the Trianon Grey canvas -- a seminal Louis Vuitton canvas that dates to the19th Century -- which has been reimagined with the Monogram Flower motif for the first time. The stack itself is finished with the classic detailing synonymous with Louis Vuitton’s savoir-faire including handles (the largest of which weighs 5,000 pounds), signature locks, and silver hardware rendered in chrome-plated, laser-cut steel. 3D scans of real Louis Vuitton hardsided trunks were used to create the locks and latches, and the steel corners have been hand-welded. The stack features 840 rivets, each etched with the moniker “Louis Vuitton.”
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