An exploding ship full of art

Louis Vuitton’s chairman Bernard Arnault wanted to provide Paris with a new, exceptional space for contemporary art. So he asked Frank Gehry to design an emblematic building-vessel “symbolizing the cultural calling of France”. Our role was to create a logo and visual language that would embody the vision of the project’s two grandmasters.

Client

Fondation Louis Vuitton , Paris

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Services

Strategy + Branding

Fondation Louis Vuitton
Fondation Louis Vuitton

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.

Creative Director, Partner
Fondation Louis Vuitton

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…

Design Director
Fondation Louis Vuitton
Fondation Louis Vuitton
Fondation Louis Vuitton

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.

Designer
Fondation Louis Vuitton
Fondation Louis Vuitton

The sense of flotation and transparency was very important. We wanted the identity to feel like a ship cleaving the waves.

Designer
Fondation Louis Vuitton
Fondation Louis Vuitton

It has something dreamily poetic which fits quite well with a foundation called Louis Vuitton.

Design Director
Fondation Louis Vuitton
Fondation Louis Vuitton