What started as the launch of Louis Vuitton’s first four-wheeled suitcase turned into a project that delved deep into the brand’s DNA. L’Aventure, a retail experience we created for Louis Vuitton’s Avenue Montaigne store in Paris, was a celebration of its craftsmanship and travel expertise. A contemporary twist on the luxury travel agency, L’Aventure showcased Louis Vuitton’s extensive luggage collection alongside packing and personalisation services, highlighting the brand’s heritage and innate spirit of adventure.
The spirit of collaboration
We commissioned Dutch graphic artist Letman to create a hand-painted wall mural – a bold and colourful take on the Louis Vuitton brand. It took pride of place in L’Aventure and added the final dimension to the tropical yet sophisticated space.
A contemporary twist
A series of specially commissioned prints reflecting the spirit of major city destinations provided a modern take on vintage travel posters. The custom-designed world map celebrated Louis Vuitton’s spirit of adventure, inviting visitors to explore the world.
You feel as if you have entered a stylish travel agency from the golden age of the grand tour
New York Times, October 2013
Letters from abroad
To complement Louis Vuitton’s renowned travel guides, we designed a series of A-Z postcards and an accompanying travel journal. The pattern on each letter is unique, inspired by the Louis Vuitton motif and designed to reflect the character of each destination.
Let’s get packing
L’Aventure paid homage to the art of packing. Showcasing Louis Vuitton’s beautifully crafted leather goods, it also offered specialist services, including packing demonstrations and an aftercare and fixing station to preserve and restore guests’ bags.
The monogram in motion
By dissecting the renowned Louis Vuitton monogram in a fantasy animation, we paid reverence to its heritage in a new and unexpected way.