Introduction to a New Era of Luxury and Technology
The partnership between Louis Vuitton and Snap is an extension of the luxurious brand’s previous experiments with the social media platform, which began in 2019. This collaboration began when Snap rendered the late Louis Vuitton men’s artistic director Virgil Abloh’s Keepall bag in augmented reality (AR). The brand has already created several Lenses, including a Kusama-esque pumpkin face filter and one which projects the artist’s dots onto users’ surroundings. The latest project goals to go even greater, in accordance with Geoffrey Perez, Snap’s head of luxury.
The Vision Behind the Partnership
Perez explains that the goal was to create something on an enormous scale with significant meaning. By painting the world’s biggest landmarks and monuments with Louis Vuitton and Kusama’s signature dots, the brands are making a press release. This project is a way for Louis Vuitton and Kusama to showcase the connection between the web and offline worlds, digitally painting their dots on top of the true world.
The Power of Augmented Reality
By specializing in AR slightly than virtual reality, each brands and consumers can experiment with the technology while remaining anchored within the physical world. Perez notes that augmented reality is connected to the true world and is the healthiest option to think concerning the evolution of the net, because it is rooted in real life and real humans. This approach allows for a more immersive experience without escaping into a totally virtual environment.
A Return to Storytelling
Partnerships like this one show a return to storytelling using AR, in accordance with Perez. The pandemic drove the necessity for brands to adapt to AR technology for more practical purposes, resembling virtual try-on. However, now that the pandemic has subsided and technology has advanced, brands can mix these elements to create more engaging experiences. The focus is on inspiring and showcasing artwork, making the world a canvas for creative expression.
The Future of Luxury and Technology
Expect more projects like this from luxury brands, as they explore the potential of AR to make the world more interactive and fun. The next step is to make these experiences more useful, in accordance with Perez. With the success of the Louis Vuitton collaboration, brands can see the impact of making immersive experiences and can likely spend money on more projects that mix luxury, art, and technology.
Conclusion
The partnership between Louis Vuitton and Snap marks a brand new era within the intersection of luxury and technology. By leveraging AR, brands can create immersive experiences that blur the lines between the physical and digital worlds. As technology continues to evolve, we will expect to see more modern collaborations that push the boundaries of storytelling, creativity, and utility. The way forward for luxury is prone to be shaped by these advancements, making the world a more interactive, fun, and useful place.
