The partnership is an extension of some of Louis Vuitton’s previous Snap experiments, which started in 2019 when Snap rendered the late Louis Vuitton men’s artistic director Virgil Abloh’s Keepall bag in AR. The brand already has Lenses including a Kusama-esque pumpkin face filter, and one that projects the artist’s dots onto users’ surroundings. This latest project was an effort to go even “bigger”, says Geoffrey Perez, Snap’s head of luxury.“We wanted to make something on a huge scale, that also has a huge meaning: painting the world’s biggest landmarks and monuments is also a statement, the same way that Louis Vuitton painted their boutiques and stores,” says Perez. “It’s a way for the Louis Vuitton and Kusama teams to show the bridge between online and offline; they’re digitally painting their dots on top of the real world.”By focusing on AR (over, say, virtual reality), both brands and consumers are able to experiment with the technology while remaining anchored in the physical world. “Augmented reality is connected to the ‘real world’,” Perez says. “AR is the healthiest way to think of the evolution of the web, rooted in real life and real humans — rather than escaping into VR.” Partnerships like this one show
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Louis Vuitton's latest AR project? Covering landmarks in dots | Vogue Business
