A lesson for Louis (Vuitton)
Quite a large (over-sized) lesson…
Last month luxury brand Louis Vuitton created quite a stir – with a larger-than-life pop up installation in Moscow’s Red Square. The structure is a faithful replica of the iconic LV monogrammed steamer trunk… at 30mtrs long x 9mtrs high it has attracted a lot of attention (and not all the comments are positive…)
The giant pavilion was built to house a 6 week exhibition entitled “Soul of Travel”, celebrating the 120th anniversary of the adjacent GUM department store and LV’s long history of supplying Russian customers (and royalty… the steamer trunk was ordered by Prince Vladimir Orlov) Local critics immediately described the structure as “ of unreasonable size”, “alien” and “indecent” – pointing out that the suitcase blocked out views around Red Square – the Krelim and St. Basil’s Cathedral – and was larger than Lenin’s tomb nearby (24x12mtrs).
Green Room in the UK recently used the controversy to share some “important lessons”…*
- Pop up retailers should carefully consider their location, not only for the logistics but also other potential issues
- Brands should be proactive (not reactive) and prepare to face (and calm) controversies before they escalate
- Bigger isn’t always better… pop ups should grab attention but from a size that’s appropriate
- Installations should provide clear branding – the exhibition actually promotes the GUM store, but LV has copped the blame for a blatant advertisement !
Source* : Green Room Retail Pop-Up Shop Lessons
Image : BloombergBusinessweek, Google Images
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