Louis Vuitton brings augmented reality to life in Paris
In Paris, a new exhibition merges artisanal heritage with immersive technology, presenting a refined approach to augmented reality within a luxury context. Backed by Louis Vuitton, the experience draws on Snapchat augmented reality tools to animate archival pieces and reinterpret iconic objects. Rather than imposing screens or heavy digital layers, the exhibition allows visitors to move freely between physical craftsmanship and virtual enhancements, echoing the broader cultural atmosphere of Paris’s winter exhibitions.
Located in the heart of the city, the exhibition has been designed to appeal to both curious passers-by and dedicated enthusiasts. Heritage trunks, garments, and accessories are presented alongside interactive modules that respect traditional savoir-faire. The scenography leads the eye with restraint before inviting digital exploration, reinforcing the Maison’s focus on transmission rather than spectacle. Augmented filters offer alternative readings of windows, silhouettes, and motifs, while geolocated AR lenses bring trunks and patterns to life in real time. Visitors are able to capture and share these moments easily, extending the experience beyond the physical space without overwhelming it. Throughout the route, ergonomics and clarity remain central priorities.
The system has been conceived for a broad audience, from families to seasoned followers of fashion and design. On-site mediators provide simple guidance, ensuring that the technology remains approachable and free of jargon. For those unfamiliar with augmented reality, the experience unfolds at a measured pace, allowing observation and interaction to take precedence over technical complexity. As a result, the pleasure of discovery remains at the forefront.
Within the exhibition, selected pieces illustrate how augmented reality can add context without replacing the object itself. A Milano garment bag, for example, highlights the discipline of careful travel, whether viewed physically or animated through AR. Similarly, a fragrance such as Sun Song is accompanied by luminous visual cues that suggest its character while preserving the importance of an in-person sensory trial.
From a technical standpoint, visitors activate the experience simply by opening Snapchat on site. Visual markers embedded in the scenography trigger animations that overlay the real objects and respond to gestures. Each visitor, therefore, constructs a personalised augmented visit, guided by curiosity rather than prescription. Behind the scenes, the project reflects close collaboration between artisans and digital designers. Founded in 1854, the House continues to assert its craft roots while engaging with code and spatial computing, maintaining aesthetic control through rigorous creative dialogue.
Snapchat’s platform brings scale and stability to the project, supported by a global user base exceeding hundreds of millions. Recent advances in Snap AR enable spatial persistence, ensuring consistent visual cues even in busy exhibition environments. Privacy considerations remain part of the broader conversation, shaping how data and interaction are managed. Before opening, the culture and retail teams extensively tested each room, validating textures, movements, and lighting to ensure reliability and visitor comfort.
Ultimately, the exhibition reflects a shift in audience expectations. Visitors increasingly seek meaning rather than novelty, particularly in heritage settings. Augmented sequences draw attention to seams, monograms, and hidden details, reinforcing the brand narrative through a calm, progressive rhythm. Accessibility has also been considered, with clear guidance for visitors with reduced mobility and optional audio elements that never impose sound. The photographs captured through AR lenses extend the memory of the visit and encourage conversation beyond the gallery walls. In doing so, the exhibition strengthens the brand’s proximity while preserving the standards associated with Louis Vuitton’s legacy.
