BTS, NFTs and More: Here’s How Louis Vuitton Is Celebrating Its Bicentennial Birthday
- There will be a video game with embedded NFTsThere will be a video game with embedded NFTs
- Store windows will be reimagined by 200 contributors, including BTSStore windows will be reimagined by 200 contributors, including BTS
- Artist Alex Katz will create an artwork of the brand’s founderArtist Alex Katz will create an artwork of the brand’s founder
- A fictionalised novel is in the worksA fictionalised novel is in the works
- Look out for ‘Looking for Louis’, a documentary on the brand’s founderLook out for ‘Looking for Louis’, a documentary on the brand’s founder
With South Korean super stars BTS reimagining their store windows, a NFT-filled mobile game app, an upcoming book and documentary, this is one birthday bash not to be missed
200 years ago, Louis Vuitton—the founder of the eponymous French luxury brand—was born on August 4, 1821, in Jura, just outside of Paris. To mark the 200th year of its founder’s birth, the brand is launching Louis 200, a series of creative initiatives to celebrate his inspiring vision, his life, and the enduring legacy he left behind. So far, we’ve already seen the house’s latest high jewellery collection by Francesca Amfitheatrof, which took its inspiration from Vuitton’s journey from the countryside to establishing his trunk-making business in Paris, but the luxury brand has slated more immersive experiences and touchpoints globally to bring Vuitton’s story to the fore.
Here are all the ways that Louis Vuitton is celebrating its founder’s bicentennial.
There will be a video game with embedded NFTs
Launching today on the App Store and Google Play, Louis The Game is an immersive game experience that pays tribute to Vuitton’s two-year journey to Paris from his hometown. It will star the house’s mascot, Vivienne, who is travelling to a distant party in the game, and must collect monogram candles and keys to access new levels. The game boasts six stunning locations, each inspired by a real city—among them Paris, Beijing, London, New York—and will integrate trivia spanning “Maison collaborations, special orders, technical trivia, family history, artistic interventions, runway highlights and more”, according to a press statement. What’s more: by playing the game, you can stand a chance to win one of 30 original NFTs, 10 of which have been created by the digital artist Beeple. Keep a look out for these as you progress through the game.
Store windows will be reimagined by 200 contributors, including BTS
At its core, Louis Vuitton is known for its trunk-making, and it is to its heritage that the house is paying homage to with this vast artistic undertaking for Louis 200.
Titled 200 Louis, the brand has tapped 200 artists from around the globe and invited each of them to put their personal stamp on a wooden box, made to the exact dimensions of the original trunk that Louis Vuitton developed in the 1850s. These boxes will then travel around the globe and be put on display in key store windows as part of the bicentennial celebrations.
Among the collaborators are well-known artists and personalities such as Stephen Sprouse, Peter Marino, Sou Fujimoto, Gloria Steinem—even Lego is in on it. Of course, global superstar boy band BTS—LV’s house ambassadors—are also taking part. Their artistic interpretation includes fanciful drawings of whales, handwritten messages and quirky takes on house icons.
Artist Alex Katz will create an artwork of the brand’s founder
American artist Alex Katz will be creating a large-scale triptych of the house’s founder as part of the celebrations as well. Best known for his simplified paintings of subjects and landscapes, it will we interesting to see how Katz’s vision is played out on the artwork. This is not the first time that the house has invited Katz to collaborate—in 2019, the painter also produced a portrait of the house’s founder for its Louis Vuitton X exhibition in Beverly Hills.
A fictionalised novel is in the works
A fictional novel based on the life and times of Louis Vuitton will be written by French writer Caroline Bongrand, and will be published in both English and French this October.
Look out for ‘Looking for Louis’, a documentary on the brand’s founder
Last but not least, Looking for Louis, a documentary tracing the life of Louis Vuitton—from his humble beginnings, to trunk maker and packer to Empress Eugénie, to the immense legacy he left behind—will also be released, and will make its debut on Apple TV+.