The French luxury giant spreads the message of hope through local collaborative window displays.
We are living in a strange time now. The COVID-19 pandemic has disrupted the lives of people worldwide as well as cripple economies. Even as lockdown measures are gradually being lifted, uncertain times lie ahead. But one should never live in despair and desperation. What the world needs right now is love and messages of hope.
And Louis Vuitton is spreading that message through its Rainbow Project. Rainbows often appear after a rainstorm when the sun breaks through the clouds, and it is this symbolism of hope that often brings on a smile to people’s face.
The Louis Vuitton Rainbow Project hopes to achieve just that. The French luxury house has invited its employees and their families to create window displays across the globe using the rainbow as the theme.
This collaborative effort, according to an official release, carries on the house’s “longstanding tradition of creating inviting and striking windows.” Participants are encouraged to “awaken their inner child and draw their very own version of a window” with the aim of breathing an air of hope and lightness to welcome the first months of summer.
Take for example the store at Champ-Elysées, Paris. A selection of rainbows — created by French children — runs across the six-window store front, and brightens up the facade. Madrid on the other hand, highlights a child’s rainbow drawing against vibrant Monogram blankets.
The presentations of the window display in selected cities can take on different formats and platforms, whether it’s using decals or animated screens.
Other cities participating in this initiative include Frankfurt, Germany as well as Milan and Rome in Italy.