OOH of the day: ‘Louis Vuitton &’ exhibition reimagines the house’s history through eight immersive showrooms that fuse French heritage with Chinese design—from fashion and travel pieces to calligraphy-inspired works. The format proved highly shareable, going viral on Weibo in 2022 with 1.3B+ views.
What is ‘Louis Vuitton &’?
An experiential exhibition that transforms brand archives into a multi-room journey—merging craft, culture, and contemporary design to make heritage feel present and participatory.
What makes the experience immersive?
Each room is curated as a tactile narrative: classic travel trunks and fashion pieces sit alongside calligraphy-inspired installations and Chinese design cues, inviting visitors to move, linger, and share.
Why does this matter for brand building?
It turns brand heritage into a live, shared experience. By localizing aesthetics and collaborating across cultures, the house builds relevance with new audiences while reinforcing craft credibility.
How does an exhibition echo OOH impact?
Like high-impact OOH, it’s place-based, visual, and built for recall. Footfall becomes content; the venue becomes the canvas; and social sharing multiplies the audience far beyond the walls.
FAQs about this campaign
What is ‘Louis Vuitton &’?
An immersive exhibition with eight showrooms that reinterpret the brand’s history by blending French heritage with Chinese design.
What does it feature?
Fashion and travel pieces from the archives, plus calligraphy-inspired works and contemporary room-scale installations.
How did it perform online?
It went viral on Weibo in 2022, surpassing 1.3 billion views.
Why is it relevant to OOH/experiential?
Like OOH, it’s place-based and highly visual—driving attention, time-on-site, and social spillover that multiplies reach.
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