PlayLab Inc Designed This Installation for Louis Vuitton’s Show
Kalin Ned — July 6, 2022 — Art & Design
References: playlab.org & dezeen
An oversized yellow toy racetrack playfully took up space at the Carré du Louvre, one of the main courtyards of the Musée de Louvre. The curious activation is the work of Los Angeles-based design studio PlayLab Inc. and it was created for Louis Vuitton, more specifically for the luxury fashion brand's Spring and Summer 2023 menswear show which debuted during Paris Fashion Week.
The Spring/Summer 2023 menswear line was completely designed by Louis Vuitton's studio team after the passing of creative director Virgil Abloh. For the brand, the inclusion of the yellow toy racetrack was a symbol of hopefulness and growth. Louis Vuitton shared that "a giant children's toy racetrack becomes a yellow-brick road for the imagination: an evolutionary path for the mind where childlike fantasies come to life."
Image Credit: Louis Vuitton
The Spring/Summer 2023 menswear line was completely designed by Louis Vuitton's studio team after the passing of creative director Virgil Abloh. For the brand, the inclusion of the yellow toy racetrack was a symbol of hopefulness and growth. Louis Vuitton shared that "a giant children's toy racetrack becomes a yellow-brick road for the imagination: an evolutionary path for the mind where childlike fantasies come to life."
Image Credit: Louis Vuitton
Trend Themes
1. Oversized Toy Installations - Designing oversized toy installations for brand activations and events to create playful and unforgettable experiences.
2. Brand Synergy with Unexpected Props - Using unexpected props and elements to create brand synergy and emotional connections with consumers.
3. Hopeful Symbolism - Incorporating hopeful symbolism into brand activations and art installations to evoke positive emotions and associations.
Industry Implications
1. Fashion - Incorporating playful and unexpected elements into fashion shows and events to create memorable and impactful experiences for attendees.
2. Art - Using oversized toy installations and unexpected props as art installations to create playful and interactive experiences for museum-goers and art lovers.
3. Marketing - Utilizing playful and unexpected elements in brand activations and marketing campaigns to create emotional connections and drive consumer engagement.
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