The luxury brand's new app gives users access to behind-the-scenes information and product details when a campaign image is scanned.

The Louis Vuitton Pass is a new mobile application for iOS and Android that scans complete images rather than the increasingly less popular QR codes. The luxury fashion house released the app in conjunction with a print campaign this month. Scannable images are indicated by a subtle icon, along with a prompt to download the app.

Once scanned, users are given additional ‘behind-the-scenes' information about the image, product details and a store locator. Using applications with scanning capabilities to provide additional context and information is no new concept, but the brand has incorporated the scannable element into the campaign in a tasteful way, perhaps providing a new standard for scannable campaigns.

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