Challenge

Yayoi Kusama is one of the world’s most commercially successful female artists. Her creations, an eloquent expression of feminist power and individuality, inspire millions globally. When Louis Vuitton announced a collaboration with “the princess of polka dots”, we were tasked with crafting a media campaign that would honour this iconic partnership – to generate fame, footfall and, ultimately, sell the collection.

Solution

This was a brilliant one-off OOH media execution with spectacular elements which showed how OOH media can be so much more than a box for creativity, but a true creative canvas. Launching the ground-breaking collaboration between artist Yayoi Kusama and Louis Vuitton, Publicis Media Luxe turned the iconic architecture of Harrods into an immersive expression of the artist’s work. This campaign went beyond the streets and involved the first-ever artist takeover of the Financial Times. In doing so, it was a creative and commercial success, cementing Louis Vuitton’s position as Harrods’ best-selling brand.

Results

Our media canvases inspired over 250 pieces of news coverage, from publications including The Times, Highsnobiety, Vogue, Time Out, and The Independent. Social media channels reverberated with the campaign’s energy, generating millions of organic impressions. A single TikTok video soared past 12 million views, inspiring a wave of user-generated content.

It was both a creative and commercial success, securing Louis Vuitton’s position as the best-selling brand at Harrods.