Base BRU at the Fondation Louis Vuitton opening

© Matías Aros 2014

Base Design selected to define the brand identity of the Fondation Louis Vuitton (Paris).

Thierry, Dimitri, Sander, Fumi and Fabian had the great privilege to attend Fondation Louis Vuitton‘s opening on Thursday 23rd of October. This private event was the perfect conclusion for Base’s members who work on this exciting project for more than one year.

Bernard Arnault, CEO of the LVMH group, wanted to give the city of Paris an exceptional new showcase for contemporary art. So he asked Frank Gehry to design an emblematic building, or “vessel”, symbolising France’s new cultural direction. Frank Gehry envisaged the project in the form of a ship that would transport Paris, and France, towards this stated aim. On the basis of this briefing, Base was selected to design both a logo and the visual language for the Fondation Louis Vuitton, following an international competition including submissions from several well-known agencies. The focus of the creative proposal needed to fully reflect the prestigious image of this institution in the heart of Paris.

© Matías Aros 2014

Base drew inspiration from Mr Gehry’s “maritime” metaphor to develop the transversal “Horizons infinis” (Endless Horizons) concept featuring as a common theme on all of the Fondation Louis Vuitton’s communications. The logo transforms the Louis Vuitton “Futura” typeface into a sequence of dots which gradually fade away, seeming to disappear over the horizon. This evanescent graphic design appears on a whole series of key applications, from stationery to invitations, admission tickets, exhibition brochures and the shuttle bus transporting visitors from central Paris to the Fondation Louis Vuitton.

Each communication tool becomes a medium conveying this message inspired by travel and discovery. The Fondation Louis Vuitton is represented as a destination promising visitors the same sense of amazement as created by travel to distant lands. This promise is the backdrop to Base’s entire creative approach.

Base is very proud to be working in close partnership with the Fondation Louis Vuitton team, led by Sophie Durrleman, Executive Director. The only agency headquartered in Belgium – but with international operations – to take part in the competition to design the identity of the Fondation Louis Vuitton, Base intends to use this high-profile project as a springboard to develop its business in France, and in particular Paris.  This is the second time Base has worked with the LVMH group, following a project for the Hennessy brand in 2008.

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