15 July 2009

front(lines): vuitton in space

Next Monday marks the 40th anniversary of Apollo 11, the first lunar landing. And Louis Vuitton is celebrating in a major way. You have probably already seen the new space themed advertising featuring Buzz Aldrin, Sally Ride and Jim Lovell. If not, pop on over to Louis Vuitton Journeys. The website is interactive featuring interviews and videos. The three astronauts (and the Louis Vuitton Icare travel bag) were photographed by Annie Leibovitz in the California desert. The Icare bag is named after Icarus, the hero of Greek mythology who dies when he flies too close to the sun. Antoine Arnault, Vuitton’s head of communications, says he thought “what a nice symbol and coincidence! We are representing these people who went closer to the sun than anybody.”

All three astronauts donated a “significant” portion of their modeling fee to Al Gore’s Climate Project, as well as Louis Vuitton's undisclosed amount. To go along with this Ogilvy & Mather created campaign, Vuitton also unveiled the custom-made “Malle Mars” trunk.

"The robotic, space age-looking piece opens in multiple places, unveiling a variety of compartments and drawers, fully equipped to carry various essential items. Medication, tools, picnic wares, and more…plus a folding lounge chair for leisurely account of the Martian landscape."

This previous Monday the opened the exhibit with a celebration at the Rose Center for Earth and Space, which is part of the American Museum of Natural History in NYC, where the trunk is also on display.

Buzz Aldrin, Louis Vuitton North America President Daniel Lalonde and Jim Lovell

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