Image courtesy: lvmh.com
The 2024 Paris Olympics are still 10 days away, but Louis Vuitton has already won the branding game. Its parent company LVMH is a premium partner of the Olympic and Paralympic Games, calling itself “the artisan of all victories.”
Olympic medals will be presented from Louis Vuitton Damier-canvas patterned trays lined with black leather that would also look fabulous with nearly any home decor. Hint, hint . . . LV in case you’re looking to expand the decor section of your lineup. Louis Vuitton also created special matching trunks – the Paris 2024 Medals Trunks – to house, protect, and display the awards for the Olympic and Paralympic events. According to LVMH, these “Trunks have a central section and two hinged ‘wings’ that open to reveal drawers specially designed to hold 468 medals. The trunk’s interior is entirely lined with black matt leather – which is also used for the drawers’ handles – and features subtle embossed logos and serigraphy of both logos Olympic and Paralympic Games Paris 2024.”
Image courtesy: lvmh.com
The volunteers carrying the trays (and medals) will themselves be clad in Louis Vuitton ensembles. According to LVMH, these designs are eco-friendly, crafted from Louis Vuitton off-cuts. The trouser fabric is a poly-wool blend made from recycled polyester, and the pants themselves were created at La Fabrique NOMADE, a non-profit supporting the integration of refugee artisans into the French professional community. Even better, word is the volunteers get to keep their outfits.
Image courtesy: lvmh.com
Not to be left out, the Olympic Torch also received the Louis Vuitton treatment. Housed in another specially-fabricated case, it recently arrived in Paris, to great fanfare and celebrity. Like Medals Trunk, it is fabricated in Damier canvas, lined with black leather, with chrome-plated steel hardware.
LVMH didn’t miss other branding opportunities either. LVMH’s Chaumet Jewelers designed the Paris 2024 Olympic Medals. And another of its companies, Berluti, is responsible for the French team’s Olympic and Paralympic opening ceremony outfits.
What do you think of an Olympics “sponsored-by” LVMH? Make sense, since the largest luxury is French? Or too much? Let us know.
- Maura Carlin posted 2 months ago
- last edited 2 months ago
