Communicating your brand story starts with understanding your brand values. Who are you? What do you stand for? Is it creativity? Quality? Sustainability? What? Once you admit these values to yourself and say them out loud, you can begin to build associations and partnerships around them. And once you have these associations in mind, content creation becomes a lot easier. Good content of course. Valuable content. The kind of content that weaves together seamlessly to tell the true story of your brand.
Louis Vuitton does this perfectly. To me, they stand for craftsmanship, artistry, and beauty. And the associations that are important to them are the arts, travel, adventure, fashion and culture. So what better represents these values than their very own art exhibitions?! Of course it doesn’t hurt that they have a smashing location in the heart of Champs Elysées…
The Espace Culturel Louis Vuitton produces and hosts three exhibitions per year, around the themes of travel, heritage, art and fashion. Each exhibition attracts more than 10 000 visitors. Their micro site is pretty video-heavy. It includes everything from teasers, performances, podcasts, artist statements, stunningly beautiful music and more.
The only downside? While their videos are available on YouTube, they’re not directly accessible (and shareable) through their site.

“Who are you Peter?”, is the question that opened the 13th exhibition at the Espace Culturel Louis Vuitton in Paris. They invited visitors to explore the myth of Peter Pan, symbol of the eternal child. Thirteen contemporary artists were involved in telling this story.