Case Study
Louis Vuitton's Pop Up Exhibition 'X'
Fractional
•Rodeo Drive, LA
•June 2019
Paris hasn’t seen this. New York hasn’t seen this. Shanghai, Tokyo. This is the first city where we did it, and then it will go on a worldwide tour. But it starts here in Los Angeles because of the vibrant art scene.
Michael Burke
Louis Vuitton Chief Executive and ChairmanKey Results
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The Challenge
Louis Vuitton created a free retrospective, “Louis Vuitton X”, on Rodeo Drive, LA, that showcased its collaborations with leading artists over the past 160 years with 180 items from the fashion house's archive. It opened June 28th 2019, with the intention of being on display for 3 months.
The items were displayed throughout 10 exhibition spaces; some rooms were dark black with colourful glowing light designs, while others resemble crisp white galleries or museums with glass-fronted displays. It also included a limited-edition pop-up store.
To further the legacy of its iconic brand with a millennial audience, Louis Vuitton created the pop up “X” designed by our client Agen-C, who hired Happily to provide a team of marketers that would bring its target audience to their space.
The Solution
From our Experiential Team we sourced three positions to lead the marketing outreach program. The roles are a Marketing Content & Partnerships Manager, a Marketing Content Associate and a Private Tours Marketing & Coordination Lead.
The Results
The pop up experience was more successful than expected, and was extended to 60 days!
Within three months, over 60,000 people visited the space in 3 months, generating more than 10,000 instagram posts on #LouisVuittonX, reaching an audience of over 250 million followers of attendees.
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