3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




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 to support the launch of Louis Vuitton's new flagship store in Roppongi Hills, Tokyo.

The X-Static PRO=CeSS exhibition was conceived as a space between still and moving images. 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 dehumanising forces in the contemporary world.

Madonna presented herself as a performer in a landscape where she created and brought her ideas to life or death.

Our work to bring the exhibition to life encompassed event and artist management, public relations, VIP customer engagement, ATL advertising campaign, TTL digital activation, copywriting and both national and international production.

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