When at sea looking at the horizon, it seems that it has no end. We wanted to capture this feeling of ‘endless horizons,’ and the idea of far away territories still to be discovered.
If the building is a sailboat, why not a vessel that will take you on new and exciting journeys? Steering a course through the turbulent waters of contemporary art…
One of our first reactions to the brief was that we didn’t want to compete with Gehry’s creation. It’s iconic in itself. Rather than designing a signature for, or graphical translation of the building, we wanted to create something that would reflect the ideals and motives behind it.
The sense of flotation and transparency was very important. We wanted the identity to feel like a ship cleaving the waves.
It has something dreamily poetic which fits quite well with a foundation called Louis Vuitton.