FONDATION LOUIS VUITTON
CREATIVE DIRECTOR / SR. ART DIRECTOR
I. Building a Cultural Destination for a New Generation
To engage the next generation of cultural audiences, we helped the Fondation reimagine how people connect with culture while preserving its artistic credibility. We built a content and audience ecosystem connecting exhibitions, creators, education, and digital experiences through a unified storytelling platform.
II. A New Identity for a New Generation
This refreshed identity was built to reflect a shift in the Fondation’s programming—moving beyond traditional art exhibitions to embrace immersive, youth-driven experiences. As the Fondation launched FLV LAB, VR Architecture Tours, and Late Hours events mixing music, culture, and cocktails, the brand needed to feel accessible, contemporary, and tech-forward without losing its cultural gravitas.
The custom pixel-based system became a flexible visual language spanning social content, wayfinding, exhibitions, and products. Pixel-inspired letterforms subtly embed the LV monogram, creating an identity that feels both familiar and forward-looking. A restrained palette, sharp typography, and modular graphic elements formed a scalable system designed to evolve across every touchpoint.
III. Content in Action
Fondation Louis Vuitton / Steinway & Sons
We connected audiences across multiple cities with a world-class performances through a live digital experience.
57K+ ❤️
Basquiat × Warhol Exhibition / FLV Nigths
Part of a multi-platform campaign that extended the exhibition experience beyond the museum and into the cultural conversation.
3.3K+ ❤️
Auditorium Installation / Exhibit “Coming Of Age”
Extended the cultural impact of the exhibition beyond the physical experience, connecting audiences through youth-driven storytelling.
1.4K+ ❤️
IV. Scaling the Experience Globally
Extending the destination beyond its walls by transforming exhibitions into cultural experiences that could travel globally—from Paris to Beijing, Tokyo, Seoul, Venice, and Munich—while preserving the artistic excellence and prestige of the Fondation Louis Vuitton.
V. Designing Cultural Participation
FLV LAB
A creator platform dedicated to exploring new forms of cultural storytelling. Through emerging media, digital experiences, and collaborative projects, FLV LAB empowered a new generation of creators to experiment, participate, and reimagine how culture is experienced and shared.
INTERACTIVE EVENTS
Interactive guided tours exploring Frank Gehry’s designs using VR headsets. Reinventing architectural appreciation with a tech-first lens—bringing the Fondation’s design narrative to life. Tour is done in 5 languages.
YOUNG PASS
A mobile-first membership experience for Gen Z audiences. A digital-native access card redefining cultural membership with perks, invitations to all exhibits, personalization…and even free shuttle from the Arc de Triomphe.
