American jewelry brand Tiffany, owned by the LVMH group, has joined forces with the world-renowned Louvre museum in Paris to create a captivating and innovative advertising campaign. This collaboration has allowed Tiffany to dress the facade of the Louvre with a large photograph that creates an optical illusion and showcases their latest product, the ‘Lock’ bracelet. The unique advertisement will be on display from January 2 to 31, overlooking the picturesque Carrousel gardens.
Tiffany enlisted the talents of French photographer Paul Rousteau for this project. Rousteau’s vision involved creating a distorted image of the Louvre building with the ‘Lock’ bracelet floating above it. He explains his inspiration by stating, “The bracelet, like a UFO, magnetizes, pulls, and transforms reality. In my work, there is always a thread of this impossible quest: to show the invisible. To achieve this, I create mirages: the Louvre mutates into a living, moving being. The blue of the sky turns acid green, providing a psychedelic reinterpretation of Tiffany blue.”
Collaborations with renowned artists have been a significant part of Tiffany’s history since its establishment in 1837. The brand was one of the first jewelers to highlight the names of artists with whom it collaborated during the post-war period. Notable collaborations include Jean Schlumberger, Andy Warhol, and Elsa Peretti. This iconic installation at the Louvre serves as a tribute to Tiffany’s artistic heritage, situated in one of the most symbolic locations in the heart of Paris’ art and culture scene. Kolia Neveux, president of Tiffany’s Europe and Middle East division, emphasizes the importance of this collaboration, stating, “We wanted to showcase our artistic heritage on one of the most iconic sites in Paris, further solidifying our presence in the world of art and culture.”
In recent years, luxury brands have realized the potential of giant tarpaulins as a creative advertising medium. These installations are no longer limited to covering construction sites but have become a way for brands to engage with their audience and create unforgettable experiences. Tiffany’s partnership with the Louvre not only promotes their new product but also highlights their commitment to storytelling and pushing creative boundaries.
Throughout the month of January, visitors and passersby in Paris will have the opportunity to witness this artistic and advertising spectacle. The fusion of fashion, art, and culture on the grand facade of the Louvre creates a captivating experience that showcases Tiffany’s dedication to artistic collaboration and innovation. As the brand continues to evolve and expand, its partnership with one of the world’s most renowned museums solidifies its position at the forefront of the luxury industry.
Useful links:
1. Louvre Museum Official Website
2. Tiffany Official Website
