Louis Vuitton painted Harrods' façade in moving Kusama dots — a façade first

Create 'the wow factor in a totally new way for the London luxury scene', as Publicis Media Luxe put it, with media firsts that fit the Maison for the collection launch running 6 January to 13 February 2023.

Treat Harrods' façade as a living canvas for Kusama's evolving polka dots — the first brand ever to project on it — crowned by a 15m statue of Kusama painting the dots.

Projection lit the whole Harrods building from 9–18 January, below 27 collection windows spilling onto the pavement and the 15m life-like Kusama statue unveiled on Hans Crescent. LV also took over Piccadilly Circus Lights with a 3D suitcase film plus a 30-minute site domination at 7pm on 6 January, and wrapped the Financial Times fully — a first — alongside a vertical skylight on the Telegraph.

First brand ever to project onto the Harrods façade; the campaign launched globally in four other cities alongside London, with print, WeTransfer, Pinterest, TikTok, Snapchat lens and Meta activity through 27 February. No sales figures were reported.

To launch its new collection with Yayoi Kusama in January 2023, Louis Vuitton projected a colourful, moving polka-dot design onto the façade of Harrods — the first brand ever to do so. The creative concept and brand experience was developed by Closer, with projection led by ENERGY in partnership with Pixel Artworks and media handled by LVMH's Publicis Media Luxe.

The building became an evolving canvas from 9–18 January, above 27 windows devoted to the collection along Brompton Road and Hans Crescent, spilling onto the pavement, and a monumental 15-metre life-like statue of Kusama, unveiled outside Hans Crescent, painting dots onto the exterior. Louis Vuitton also took over the Piccadilly Circus Lights with a 3D version of the new suitcase line, including a 30-minute domination of the site at 7pm on 6 January.

Around the takeover sat a wall of media firsts: a never-before-done full wrap of the Financial Times, a vertical skylight on the Telegraph, print in the Times, digital across Vogue and Elle, a WeTransfer takeover, Pinterest and TikTok takeovers and a Snapchat lens through 27 February. The campaign ran in four other cities alongside London.

Artist collabs are usually confined to product; here Kusama's dots colonise the most famous shopfront in London, matching her obsession with obliteration of space.

The statue inverts the usual billboard logic: the artist herself appears to be hand-painting the store, making the media placement feel authored.

Stacked firsts — Harrods façade projection, FT full wrap, Telegraph skylight, Piccadilly domination — made the launch unmissable in the area and in print.

Publicis Media Luxe framed the ambition explicitly: harness 'Harrods' shop front as the key media space' rather than buying around it.

A takeover lands harder when the venue itself is the news: securing a first-ever canvas turns a media buy into a story other outlets have to cover.

The projection ran 9–18 January 2023, the wider campaign from 6 January to 13 February, digital activity to 27 February, and the launch extended to four other cities globally. No campaign results were quantified in the report.