Louis Vuitton revealed a collaboration with master LEGO® builders, LEGO® Certified Professionals, for its holiday windows and store displays around the world. Beginning October 29th, 2022, and continuing until January 1st, 2023, iconic LEGO® bricks will be used to construct festive scenes that celebrate imagination and the art of creation.
Conceived by the Louis Vuitton Visual Image Studio and realised by LEGO® Certified Professionals, these colourful and dimensional scenes further a creative exchange that began with the Louis 200 Trunks, for which the LEGO Group was among the Visionaries and contributed a giant birthday cake made from 31,700 bricks.
LEGO® Certified Professionals are an inspiring group of LEGO builders who have turned their passion for the LEGO® System-in-Play into their profession. They are often referred to as master builders as they are the creative brains behind many large-scale LEGO builds that inspire joy in people around the world.
For this occasion, which also coincides with the LEGO Group’s 90th Anniversary, the collaboration will have worldwide reach, enchanting people from outside and inside the stores. Snow-capped Christmas trees instantly evoke winter, while brick-covered backgrounds appear in vibrant arrangements of the Damier pattern. Many of the trunk variations, including those developed for the High Jewellery niches, are panelled in LEGO tiles with realistic hardware and handles. They come both closed and open overflowing with brinks. Other scenes conjure the dream of Paris during the holidays, with highly detailed replicas of the Arc de Triomphe and Pont Neuf. Drawing inspiration from an archive photo, larger-than-life trunks are stacked to resemble the Eiffel Tower – a fantasy composition that shows the limitless possibilities of LEGO play. On a giant scale, the façades of certain Maisons will be further enhanced with exterior festive designs spanning 2 to 15 metres and accented with bricks. On a much smaller scale, special packaging during this period will feature LEGO motifs.
More than an imaginative interpretation of the Louis Vuitton universe, the collaboration with LEGO Certified Professionals underscores the enduring message of handmade creation. From a single brick to millions, the tradition of both brands finds joyful expression resulting from interaction. Once disassembled, the bricks will be repurposed through local partnerships so that kids in local schools can be inspired to build and learn through play.