The Art of the Automobile

Exhibition for Louis Vuitton

This travelling exhibition was commissioned to communicate about the Louis Vuitton heritage to Asian customers. The project was an evolution of an earlier exhibition we had designed for the brand, “Travel & Travellers”, showcasing the glamourous and adventurous lifestyle of the 19th Century traveller through a broad range of antique Louis Vuitton travel accessories. The Art of the Automobile exhibition presented visitors with a collection of objects related specifically to road travel.

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The challenge

Our primary task with this travelling showcase was to generate interest from an Asian audience in Louis Vuitton’s heritage and the history of their craft. The nostalgic element, however, needed to be reinterpreted to fit in a contemporary setting and the new design had to re-use the frame structure of the previous ‘Travels & Travellers’ exhibition

Our Approach

In order to create high visual impact, we created a visual identity inspired by the mechanical parts of an automobile – graphically reinterpreted to create a bold pattern reminiscent of the iconic LV monogram pattern. For the displays, we used raw materials paired with industrial lighting to give the environment a ‘luxury garage’ feel and to contrast with the exquisite craftsmanship of the pieces on display.

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The metal structure for the showcase was custom-designed to be easy to dismantle, pack and re-assemble.

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The stretched canvas was printed with a bold graphic pattern on the outside. On the reverse side of the material, a golden ‘fresco’ of iconic characters told stories of travellers around the world as a backdrop for the artefacts on display.

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The platforms for displays were created with layers of raw materials, such as plywood, rubber and cardboard to create a workshop-like atmosphere.
Supporting wall structures doubled as showcases for a collection of vintage miniature automobiles.

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For the visual communication, we developed a custom typography allowing us to playfully blend iconic graphics and messages on all printed collateral items.