Louis Vuitton recreates city of Paris with LEGO bricks

Louis Vuitton and LEGO have teamed up to rebuild the city of Paris as a magical snowy landscape in stores around the world using LEGO bricks.

From now until 1 January 2023, Louis Vuitton‘s holiday store and window displays globally will feature recreations of Paris landmarks such as Arc de Trimphe and the Pont Neuf bridge, as well as the brand’s signature trunks, which is made with high jewelry niches and realistic hardware.

The trunks are stacked to resemble the Eiffel Tower, while other stores’ windows will be adorned with exterior designs built with bricks, spanning from 6 feet to almost 50 feet. Upon the end of the campaign, the bricks taken down will be recycled and reused by local schools.

MARKETING-INTERACTIVE has reached out to LEGO and Louis Vuitton for additional information. 

Previously, the fashion brand has collaborated with LEGO on its “200 Trunks, 200 Visionaries” exhibition, which featured a giant birthday cake made of 31,700 Lego bricks.

The birthday cake, which was made for Monsieur Louis Vuitton's 200th birthday, was borne out of a collaboration between our French atelier and seven children.

It was designed in Milly-La-Forêt close to Paris, France, in July 2021, over 50 hours with 31,700 bricks. It measures 80cm tall and 50cm wide.

The birthday cake was completely redesigned and customised with LEGO DOTS, immersing consumers into the colourful, creative and playful world of children. This unique artwork celebrates the creativity of the youngest minds, as the younger generations are the ones who construct the world of tomorrow.

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