Louis Vuitton and Selfridges, the high end department store, have produced two frisky short films as part of an advertising campaign titled “Spot the difference”. The reason for this communication project is to celebrate the opening of the Louis Vuitton Kusama Concept Store at the Selfridges located in London. Inside the building, all the store windows showcase the Kusama’s clothing collection for the worldwide French fashion house. Besides, there is also an in-store concept installation that gathers the artist’s personality and will amaze the customers.
“Spot the difference” is a project based on the popular game whose goal is to find differences between two similar pictures. The videos created by the avant-garde artist show the fashion blogger and style icon Bip Ling moving around a theatrical room while “Love Forever”, a poem written by Yayoi Kusama herself, can be heard in the background recited by a doll-like voice that matches with the look of the protagonist. Although both videos seem identical, they are not. If the viewers look carefully, they can notice five differences between the two.
I find the project extremely interesting because it interacts directly with the audience. On one hand, both videos constitute a game that invites the viewers to go beyond the simple viewing and get more involved in the story trying to recognize where the differences are hidden. The original image that the Japanese artist builds for the project makes it not only attractive but unique. On the other hand, people can experience in person the artistic personality of Yayoi Kusama if they have the chance to go to the Selfridges department store in London and check out the store windows and the installation set up in the Louis Vuitton Kusama Concept store.
Nowadays, everything is becoming interactive, not only in the sense of online networks, but also regarding the real world. In advertising and brand communication, everything is about experience. When the target audience feels they are in contact with the brand, they feel close to it. It is not that label hanging on the jacket you have just purchased anymore, it is that ‘friend’ who has introduced you into the Japanese art.
You can watch the videos here... Have fun!
