2024/09 Louis Vuitton – Voyage
Details:
Louis Vuitton
Voyage
Spring-Summer / Pre-Fall 2024
Pieter Cornelisz Hooftstraat 67, Amsterdam, the Netherlands
2 Rue du Pont Neuf, Paris, France
Review:
by Peter Hamer
October 8, 2024
When I first saw the geese in the Louis Vuitton window a few months ago, it took me a second to connect the display with the iconic trunk labels. But once that association clicked, I thought—what a fantastic heritage display! It speaks to new customers, loyal customers, and even passersby who might not yet know the brand’s history. Creatively and strategically, this is simply a brilliant execution.
During a recent meeting with a CMO at another company, she asked me, “Peter, what do you consider a great heritage display?” If only I had seen this example earlier because this is it. Louis Vuitton nailed it with a concept that doesn’t just feature products—it reflects a legacy.
Heritage displays are some of the smartest investments a brand can make. They transcend time, capitalizing on a brand’s history while remaining relevant for an extended period. This display leverages a past event from the Louis Vuitton archives, making it about more than just the items on show. This allows the brand to maintain relevance without constant product rotations, showcasing the timelessness of the concept itself.
As a matter of fact, Louis Vuitton has a rich history that dates back to 1854, rooted in luxury travel and craftsmanship. The brand’s iconic trunk, adorned with labels from various destinations, symbolizes its long-standing association with world exploration. This makes the display of geese, and other birds, migrating from place to place, a perfect metaphor for Vuitton’s journey across borders and time.
In fact, this display has been installed for months, and from my perspective, Louis Vuitton has cleverly elongated the display’s rotation time. By stretching the concept, they avoid unnecessary expenses, refresh the store’s atmosphere more strategically, and prolong the impact of a single window. It speaks to a shift in how the role of displays is perceived in luxury retail—no longer about frequent, costly changes but about maximizing the storytelling potential of each concept.
This shift highlights two things: first, the role of visual merchandising is evolving, and second, the luxury market isn’t what it used to be. Gone are the days of unjustified expenses for abstract, unmeasurable concepts. Now, it’s all about investment—kudos to Louis Vuitton for recognizing the potential of keeping this display up for as long as they have. It’s not only a stunning display but also a smart business decision. Recent trends show luxury brands are moving toward sustainability, and stretching display rotations is one of many ways to align with this growing emphasis on reducing waste while still delivering impactful retail experiences.
However, not every brand can replicate this approach. Louis Vuitton has over 160 years of documented heritage to draw from. So how do you create a heritage display without such deep roots? That’s where the challenge lies. We often overuse terms like “iconic” and “timeless,” but both are grounded in what I believe defines heritage.
Brands like Hermès and Chanel have successfully used heritage displays as well, leveraging their rich histories to communicate authenticity and longevity. Hermès, for instance, often showcases its heritage of craftsmanship through displays made with recyclable materials, underscoring the brand’s commitment to tradition, quality, and sustainability. This approach not only highlights their legacy but also aligns with modern consumer values, reinforcing the idea that heritage and sustainability can coexist harmoniously in visual merchandising.
That said, this isn’t meant to discourage. In visual merchandising, one size does not fit all, and the first step is finding a concept that fits your brand. Over time, with thoughtful curation and storytelling, you could eventually develop a heritage display of your own.
Have you reflected on how your brand can capitalize on its own story? Whether you’re a heritage brand or not, the key is to find what makes your narrative resonate with today’s consumers.
