Who doesn't love a festive window display? It's undeniable that the more consumerist we have become as a society, the more the pressure is mounted on luxury department stores and brands to curate show-stopping window installations, transporting all that pass by into another realm. Never one to disappoint when it comes to putting on a show, this festive season the Louis Vuitton Visual Image Studio have teamed up with LEGO® Certified Professionals for their biggest window takeover yet, turning their store window displays worldwide into a Christmas LEGO® extravaganza.
Unveiled on 29 October, the displays will continue until 1 January next year, celebrating originality, imagination and all things creation. The colourful and dimensional scenes also further a creative exchange that began with the Louis 200 Trunks, for which the LEGO® Group was among the Visionaries and contributed a giant birthday cake made from 31,700 bricks.
In addition, this occasion, too, celebrates an anniversary of sorts - only this time, it's the LEGO® Group's time to shine - as they toast to their 90th birthday meaning the collaboration will have worldwide reach, enchanting people from outside and inside the stores. Visions of snow-capped Christmas trees instantly evoke winter, while brick-covered backgrounds appear in vibrant arrangements of the signature Damier pattern. Many of the trunk variations, including those developed for the high jewellery niches, are panelled in LEGO® tiles with realistic hardware and handles, appearing closed and open, overflowing with brinks. Other scenes conjure the dream of Paris during the holidays, with highly detailed replicas of the Arc de Triomphe and Pont Neuf. Adding to the dream world, larger-than-life trunks are also stacked to resemble the Eiffel Tower; a fantasy composition that proves there are no limits to the grand spectacle.
Although Louis Vuitton and LEGO® may not have much in common on the surface, both share in their enduring message of handmade creation. From a single brick to millions, the tradition of both brands finds joyful expression resulting from interaction. Not only for show, the bricks will also - once disassembled - be repurposed through local partnerships so that kids in local schools can be inspired to build and learn through play.