Inside the project

Context

Post-pandemic, luxury brands faced a need to reconnect emotionally with customers and re-anchor their heritage in a disrupted world. Louis Vuitton’s origins lie in travel. This concept reinterprets travel not as movement across geography, but as a spatial narrative journey through discovery.

Objective

Post-pandemic, luxury brands faced a need to reconnect emotionally with customers and re-anchor their heritage in a disrupted world. Louis Vuitton’s origins lie in travel. This concept reinterprets travel not as movement across geography, but as a spatial narrative journey through discovery.

Concept

The experience translates the act of travelling into a vertical and spatial progression:

Ascend (Flight)
Visitors enter a lift transporting them to the “cloud level,” symbolising departure and anticipation.

Transit (Cloud Realm)
An immersive, atmospheric space evoking movement and elevation. Visitors receive a digital luggage tag enabling interaction throughout the journey.

Descent (Landing through Landscapes)
Visitors move through three themed realms representing different travel destinations: Mountain, Mediterranean, Desert

Each realm presents curated product selections aligned with climate, materiality and sensory cues.

Spatial & Sensory Design Logic

Each realm integrates:
-Material shifts (stone, linen, stucco)
-Temperature variations
-Scent adaptation
-Ambient light transitions
-Landscape installations

These environmental changes reinforce narrative immersion and emotional resonance.

Digital Layer

A digital luggage tag allows visitors to:
-Scan selected products
-Collect personalised selections
-Receive a post-visit digital lookbook
-Extend engagement beyond physical space

This bridges physical immersion with ongoing brand interaction.