Experiential / Madonna for Louis Vuitton

Louis Vuitton

X-Staic PRO=CeSS

The brief

There are certain people in this world that need little or no introduction. Their contribution to our world of popular culture, art and fashion is such that they have redefined these cultural and commercial landscapes entirely. Louis Vuitton, Madonna and Steven Klein fall into such a category. Collaborating with a team of dedicated creative partners including Steven Klein Studio, Celux, LOT-EK, Frame Design and Drumcan, our brief was to establish a communications and marketing programme for the event.

The solution

An integrated campaign of outdoor, print, advertising, digital and signage to stimulate sales and position the event. The X-Static PRO=CeSS exhibition presented work that explored a new space between still and moving images. Madonna presented herself as “a performer in a landscape where she created and brought her ideas to life or death”. Steven Klein’s intention was to work with Madonna as a performance artist, creating a situation where she could respond directly to the camera without constraint. The project was not about photography of celebrity, but about the person and the passions beneath the surface. Klein sees Madonna as a messenger, asking people to wake up and confront the dehumanizing forces in the contemporary world.

The results

– Capacity launch at the Louis Vuitton Roppongi Hills Store, Tokyo Japan.
– Madonna and Steven Klein attended the exhibition.
– Sales of Louis Vuitton product that Madonna wore on the evening sold out the following day.
– National media coverage.

Departments activated

Planning, Creative, Image making, Communication, Publishing