Los Angeles, California
“A giant children’s toy racetrack becomes a yellow-brick road for the imagination: an evolutionary path for the mind where childlike fantasies come to life,” claims Louis Vuitton.
“It’s a transition from naïve to refined reflected in a collection that elevates the symbols of childhood through the savoir-faire of the Maison.”
Following late Virgil Abloh’s spirit and ideas, PlayLab has created a winding, yellow toy racetrack installation set in the Carré du Louvre for Louis Vuitton’s Spring-Summer 2023 Menswear show.
One of the main courtyards at the former Parisian palace is transformed into a magnified playground with winding pathways that looped 360 degrees in front of the walls of the museum.
Giant red balloons, adorned with Louis Vuitton’s LV logo, are positioned across the courtyard on top of its cobblestone floor, which further exaggerate the show’s childlike theme.
Hues of green cover the steps from the cobblestone floor to the “yellow brick road” runway, in which guests were seated in a single row that stretched along the walls of the racetrack.
Playlab’s installation complements Louis Vuitton’s collection comprising suits embellished with leather paper planes, bags shaped like toy cars, and oversized backpack sound systems that carry the concept of childhood play into the ready-to-wear collection.
Project: Louis Vuitton 2023 Catwalk Installation
Architects: PlayLab, Inc.
Client: Louis Vuitton SE
Photographers: Louis Vuitton SE