Introduction to Luxury Brand Partnerships
The partnership between Louis Vuitton and Snap is an extension of their previous experiments, which began in 2019. During this time, Snap used augmented reality (AR) to render the late Louis Vuitton men’s artistic director Virgil Abloh’s Keepall bag. This collaboration has led to the creation of varied Lenses, including a Kusama-esque pumpkin face filter and one which projects dots onto users’ surroundings.
The Vision Behind the Partnership
Geoffrey Perez, Snap’s head of luxury, expressed the need to create something on an enormous scale with significant meaning. The goal was to color the world’s biggest landmarks and monuments, making an announcement just like Louis Vuitton’s painting of their boutiques and stores. This project goals to showcase the bridge between online and offline experiences, allowing the Louis Vuitton and Kusama teams to digitally paint their dots on top of the actual world.
The Role of Augmented Reality
By specializing in AR slightly than virtual reality, each brands and consumers can experiment with the technology while remaining connected to the physical world. Perez emphasizes that augmented reality is linked to the actual world, making it the healthiest option to think concerning the evolution of the online. AR is rooted in real life and real humans, slightly than escaping into virtual reality.
A Return to Storytelling
Partnerships like this one reveal a return to storytelling using AR. The pandemic drove the necessity for brands to adapt to any such technology for practical needs, corresponding to AR try-on. However, with advanced technology and post-lockdowns, brands can now make use of each creative and practical elements together. The goal is to encourage and showcase artwork, demonstrating how the world generally is a canvas. This collaboration is only the start, with plans to create more interactive and useful experiences.
Future Collaborations
Expect more projects like this from luxury brands. The Louis Vuitton collaboration has shown the impact of creating the world more interactive and fun. The next step is to make these experiences more useful. With the success of this partnership, other luxury brands are more likely to follow suit, exploring the chances of AR and its potential to create engaging and immersive experiences.
Conclusion
The partnership between Louis Vuitton and Snap marks a major step in the usage of augmented reality in luxury brand collaborations. By specializing in storytelling and creativity, brands can create immersive experiences that blur the road between online and offline. As technology continues to advance, we will expect to see more modern and interactive projects from luxury brands, making the world a more engaging and fun place.
