Louis Vuitton At Cannes: So Much More Than Window Dressing
Faye McLeod, Visual Image Director for LVMH and global design powerhouse makes her Cannes debut, with her friend and creative colleague, CCO of Brandtech group Mark D’arcy.
McLeod is recognised for her ability to create captivating and immersive experiences through visual merchandising and store displays. She oversees the visual aesthetics of Louis Vuitton’s retail globally. What is not so known is the creative and deeply intellectual and artistic process behind those captivating displays. The ones that make you stop dead in your tracks along one of the hundreds of stores worldwide. The ones where you linger and dream and wonder who thought of this?
Although D’arcy jokingly told her there would be no more than six people in the room, it was overflowing with her fans, with many sitting on the floor craning to see their creative hero. There is no question, walking past a Louis Vuitton store can often be a jaw-dropping experience, almost always a remarkable piece of visual beauty and art. Craftsmanship that leaves you feeling in awe and can transport you to a world of possibility and fantasy, all at the same time.
Here is a snippet of what McLeod and D’arcy had to say about the creative process with her standout quote “I’m from Glasgow, if I can make it at LV, anyone can”.
D’arcy: Your job involves changing the windows of more than 450 stores in one week, six times a year and you have been doing this job now for 14 years. How did you narrow it down to the 5 windows we are going to be talking about today?
McLeod: First of all, thank you very much for talking me into this. I thought you said there will be six people in the room, so I had nothing to worry about! Okay, so how did we get from the 14 years of work to five to show today? I wanted to keep it punchy because I know time is of the essence. I’ve picked five that are really important. For me, personally, that I think it shows what a team can create, what it is capable of when given the trust and care and heart. It really is a team of people and it’s a really important community to me. We really put a lot of heart into what we do.
D’arcy: One of the ones you selected was when you agreed to celebrate the 200th birthday of the founder. I’d be very interested to know how and what approach you took.
McLeod: I was terrified at first! So here is the first thing. Louis Vuitton was a man. But when you Google Louis Vuitton a handbag appears. So it was very important to me to humanise the man. A man everyone knows and no one knows. I think it’s good to remember that he was a leader in modern innovation and craft.
He was the first person to make a trunk that you could travel with, that was waterproof. It struck me, he had a mantra that ideas can be anywhere, so using that concept, how can we gather an assortment of visionaries who could capture the spirit of Vuitton like poets, scientists, explorers and activists.
We gave them a blank trunk and we asked them to think of their trunks “as a vessel: for an object, a dream, a future, a reflection, a desire. I wanted to have fun, like I want to celebrate his birthday and for it to be really cool. So we had 500 people and loads of people said no, but we got it down to 200 people who participated and it was really amazing.
D’Arcy: Okay, tell us about your China year of the Tiger one. I do love this story and your obsession with car washes.
McLeod: Yes, I wanted to do a tiger that’s not a tiger. And I just like to have a bit of fun. And yes, I am obsessed with car washes and the way they whoosh around. So basically, we had this idea of taking the architecture of a car wash and taking this tiger tail and then we’re just having fun with it. But what was really funny for this one, was there was people queuing up and they were cutting parts of it off to take with them which I thought was brilliant. And yeah, that’s the kind of fun my team had.
From Carwashes to Tigers, the ideas and the energy just rolled out of McLeod’s whole being as she spoke, with “joy, trust and a big heart.”
Please login with linkedin to comment
-
Latest comments
Latest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
“BRAVO Faye”