AR being applied in the fashion world may not be new but the Yayoi Kusama x Louis Vuitton collaboration are now pushing geographical boundaries in the real world. Since appearing at Harrods, Kusama’s multicoloured polka dots are being plastered across iconic landmarks including the Eiffel Tower, Statue of Liberty and Tower Bridge thanks to augmented reality technology.
Utilizing Snap’s Landmarker Lenses, which can recognise regionally specific architectural sites and overlay realistic-looking digital imagery on top of them, the campaign was produced. In some major cities around the world, Snapchat users can launch the app, go to Louis Vuitton’s page or search for Lenses, and select the landmark in front of them to see Kusama’s red, yellow, blue, green, and white dots appear on-screen in imitation of Louis Vuitton’s physical stores and the leather goods collection, which are also covered in dots.
The Arc de Triomphe, the Natural History Museum, and London’s National Gallery are also covered by the French art house, which is another example of how brands can make their story come to life and provide their audience with an unforgettable experience by fusing their products with the power of AR.
The collaboration builds on some of Louis Vuitton’s earlier experiments, which began in 2019 when Snap created an augmented reality version of the Keepall bag designed by the late Louis Vuitton men’s artistic director Virgil Abloh.