Louis Vuitton in Paris uses augmented reality with Snapchat for its new immersive exhibition

In Paris, a new exhibition brings together craftsmanship and immersive technologies. Supported by Louis Vuitton, it uses Snapchat’s augmented reality to bring the archives to life. In this way, visitors navigate between iconic trunks and creative filters, with no imposed screen, in a spirit similar to the exhibitions in Paris this winter.

A phygital exhibition at Louis Vuitton, in the heart of Paris

The tour is set up in the center of Paris, attracting the curious and the passionate alike, just as visitors flock to Dior’s haute couture Tea Time in Paris. It blends heritage pieces and interactive modules, without distorting the gesture. The scenography guides the eye, then gives free rein to digital experimentation. The Maison Louis Vuitton emphasizes transmission.

Thanks to Snapchat, filters give a second reading of windows and silhouettes. What’s more, geolocated AR Lenses animate trunks and motifs, in real time. Visitors can capture these moments, then easily share them, just as they would after an afterwork or Christmas Afternoon Tea at the Mandarin Oriental Lutetia. The approach remains sober, and Louis Vuitton prioritizes ergonomics.

The system is aimed at a wide audience, from families to advanced enthusiasts. Mediators explain how to use the system in a few simple steps. For the uninitiated, the pace is clear, with no technical jargon, much like visitors discovering a festive, gourmet season at the Mandarin Oriental Paris for the first time. As a result, the pleasure of seeing and manipulating takes over.

“Fashion becomes interface, and the trunk becomes a living screen.”

Augmented reality at Louis Vuitton

Louis Vuitton – Milano garment bag: this bag illustrates the rigor of careful travel.
Displayed or animated in AR, it reminds us of the need to protect clothing while on the move.

In practical terms, all you have to do is open Snapchat on site to activate the effects. In this way, the application recognizes visual markers integrated into the scenography and window displays. Animations are superimposed on the real object, then react to gestures. In short, everyone builds their own augmented visit.

• Location: Paris, with a route designed for mobility
• Technology: Lenses AR and stable space anchors
• Objective: know-how teaching and contextualization
• Sharing: captures and stories without interfering with the tour
• Accompaniment: mediation to get you up and running quickly

Design and data at Louis Vuitton: a dialogue

The House, founded in 1854, is a reminder of its artisan roots and craftsmanship. And yet, creation does not stand still, and joins forces with code. Master leatherworkers dialogue with Snap designers to frame the aesthetic, in a demanding spirit reminiscent of haute horlogerie houses and their exceptional high-end watches. In this way, visual coherence is maintained, and Louis Vuitton keeps the upper hand.

Louis Vuitton – Sun Song: this sunny fragrance serves as a sensory bridge between olfactory and image.
In AR, a luminous wave can suggest its notes, without replacing an in-store trial.

On the platform side, Snapchat claims over 400 million daily users worldwide. What’s more, Snap AR’s latest features support on-site spatial persistence. This enables stable cues in showrooms, even with a continuous stream. On the other hand, privacy remains a key concern.

Snapchat at the service of fashion houses

Culture and retail teams test prototypes before opening, room by room. Creative teams also validate textures, movements and levels of detail for each scene. Early testing avoids surprises on D-day and reduces the need for rework. As a result, installations gain in reliability and user comfort.

Snapchat – Spectacles: these augmented reality glasses offer hands-free capture for mock-ups and scouting.
Used upstream, they help visualize scenes in situ, then adjust lighting.

The visitor experience with Louis Vuitton

Audiences are looking for meaning, not gimmicks, especially in a heritage context. Thus, augmented sequences highlight a seam, a monogram, or a hidden detail. The Maison’s message remains legible thanks to a calm, progressive rhythm. With Louis Vuitton, the visit becomes an assertive and memorable phygital moment.

People with reduced mobility benefit from clear guidance along the entire route. Written and audio content is straight to the point and reassuring. AR does not impose sound, which is ideal for sensitive areas. Louis Vuitton sees this as a simple way of opening up the tour to everyone.

Last but not least, the photos taken with the Lenses fuel memories and conversation. What’s more, visitors leave with a story to tell, close to the real object. The networks extend the momentum of the rooms, without visual overload. The Louis Vuitton brand gains in proximity, without losing its high standards.

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