Luxury fashion brand reconstructs a huge version of its traditional luggage in Moscow’s Red Square.
Back in October Microsoft paved the way for a certain kind of branding campaign. The tech giants placed an oversized model (27-foot by 17-foot) in London’s Trafalgar Square to promote their new line of Surface 2 and Surface Pro 2 tablets.
Now French fashion house Louis Vuitton have put their own spin on the idea by installing a giant monogrammed trunk in a promotional stunt right by the brand’s upcoming presentation space in Moscow. The particular piece of luggage in mind is the ‘Red Square trunk’ that was owned by the Russian Prince Vladimir Orlov who was part of the Imperial Family. The exhibition, titled ‘L’Ame du Voyage’ (The Soul of Travel), will explore famous travellers that led them to meeting Louis Vuitton including Sofia Coppola, Ernest Hemingway, Damien Hirst and more.
These larger-than-life installations serve as blatant advertising to ensure that passersby notice them, as hard as they might try not to.
Watch the video below:
The exhibition will run From December 2, 2013 to January 19, 2014 in Moscow’s Red Square.