LV has a new product that cannot be used, 360 yuan
When it comes to LV, is the first thing that comes to your mind only the bag?
Indeed, LV started as a travel bag. Until now, LV has implemented its "on the road" positioning.
It's just that many people don't know that LV "on the road" not only made bags, they even made a set of travel books.
This travel book series is about to celebrate its 20th birthday.
Recently, LV chose the Mediterranean, a travel holy land, as the theme, and opened a dreamy artistic journey in the book.
A poetic trip to the Mediterranean
LV invited the French artist Aurore de la Morinerie to cooperate, and the latest "Mediterranean Travel Book" priced at 360 yuan.
He is good at expressing the beauty of the scenery in the most "natural" way, and also presents a different style of the Mediterranean.
With his brushstrokes rich in oriental Zen aesthetics, he presents the natural beauty from the bottom of the sea to the sea.
A dark blue allure, a whole sea of poetry.
Immerse yourself in some of the most expansive inland oceans and ecosystems on earth, from the mystical and secluded undersea to the splendid surface.
It makes me want to shout "I want to travel!"
The theme of "nature" runs through almost all of Aurore de la Morinerie's work.
The artist, who was born in Saint-Loup, France in 1962, is good at expressing the world he sees in an ethereal and freehand way. Her illustrations resemble traditional Chinese ink painting.
Her creative mission is to "simplify the visible world".
Outline the main body with ink and wash, smudge it into a figurative form, and then outline the key points with simple lines. The large area of white space makes Aurore de La Morinerie's work full of spirituality.
There is also a unique oriental Zen in the brushstrokes.
It is said to have been inspired by the Chinese landscape painter Shi Tao (1642-1707)'s theoretical work on painting "Bitter Gourd Monk's Paintings", as well as other Asian literary and artistic works.
Aurore de La Morinerie loves oriental art, and she has a collection of oriental literature in her home. She also studied calligraphy and Chinese oil painting.
She combines oriental delicacy with French romance to form an elegant, pure and unique form of expression.
Looking at her works is like reciting an ancient Chinese poem, very poetic and natural.
“Painting and nature can bring people into a state of contemplation, and I have liked this kind of detachment since I was a child,” says Aurore de la Morinerie.
The beautiful world in the LV travel book
How to influence a person's thinking and way of life from the core? Books are undoubtedly one of the most in-depth ways.
Now there are many examples of brands making books, which can make the spirit of the brand not only reflected in product design, but also deeply rooted in the hearts of people through books and the lifestyle behind it.
LV hopes to guide a way of life full of art, quality and style.
In addition to this Mediterranean art trip, the LV travel book series has many interesting curators, and has also been to Shanghai, China.
Let's follow the eyes of the artist and see the beauty of the new perspective!
- The London Travel Book, by Natsko Seki
Mischievous and imaginative illustrator Natsko Seki brings London vibes to life with her colourful style.
She used elements such as illustrations, hand-painting, photography, etc., to tell a bit of retro, but also very fashionable London feelings.
Black and white collages and bright colors are intertwined, making people feel the cultural fusion of London and the liveliness of London.
Her photos are of her daily life, including her time with friends, her husband and children, and the appearance of strangers on the street.
This is a very life-like travel book, giving people a different understanding of the mysterious and interesting city of London.
- New York Travel Book, by Jean Philippe Delhomme
Parisian painter Jean Philippe Delhomme is good at presenting everyday life and the world of fashion in the form of illustrations.
He likes to use printed imagery as a creative element, an elusive maverick style.
He is a very warm and fun person who likes to use multi-layered color compositions to express a cheerful and warm atmosphere.
In this "New York Travel Book", he also used an alternative humorous approach to capture the various states of the city of New York, describing the details of the daily life of New Yorkers, as well as the dreams of fashionable urbanites and the glitz of the world.
- "Paris Travel Book" by Chéri Samba
Born in the Democratic Republic of Congo, Chéri Samba is truly a daring artist.
With a "bold and alternative" creative style, he was invited to create illustrations for the "Paris Travel Book" to express his understanding of Paris.
In this travel book, he not only depicts the normality of life, but also discusses issues such as disease, equality, power, corruption, jealousy, sexuality, and international current affairs.
He is an artist who dares to love and dare to speak.
Maybe he didn't want to make art and politics too much. In the end, he used a more "positive" color and added sequin decoration to soften the spicy feeling of the work a little.
It is this ambivalence and sensitivity that makes Chéri Samba an important figure in the contemporary art scene.
- "Shanghai Travel Book" by Otobong Nkanga
Born in Nigeria, Otobong Nkanga's childhood in Africa gave her a deep love for the land and nature.
Wherever he goes, Nkanga loves to explore the land.
She enjoys traveling through terrestrial organics, exploring core samples of geology and characterizing centuries-old rock formations.
Like an archaeologist, she explores the earth and the roots of life, creating works that make you go back and think about life.
Shanghai, a city of light and a city of dreams, is modern and dazzling.
In "Shanghai Travel Book", Otobong Nkanga presents a different magic city Shanghai from a subtle and alternative perspective.
Starting from a boutique hotel on the shore of Huangpu, Nkanga looks out over the Pudong skyline and finally focuses on the impressive Shanghai Landmark Tower.
Using her sharp sense of "archaeologist", Nkanga has studied the geography of Shanghai, breaking down a bustling city and streets with geometric shapes through a network of intertwined roads.
"Painting for me is about organizing things in space to create a world that can be presented in the form of gouache, sculpture or installation art." – Otobong Nkanga
Books to LV
Books have always held a special place in the history of Louis Vuitton.
When the store on the Champs-Élysées opened in 1914, it set up a luxurious reading room where customers could read and rest.
LV Group has been involved in publishing since the late 1990s and has launched three popular travel book series: City Guides, Fashion Eye and Travel Book.
The "City Guides" series has been published since 1998. It organizes and collects all the must-see places in the world's top cities such as Beijing, Paris, Seoul, Tokyo, and New York.
Each book is led by a guest contributor to explore their hometown and share their knowledge and love of the city.
It's a bit like "LV Review", it can help you eat and sleep well in a city.
The "Fashion Eye" series focuses more on the cultural customs of each city, and the way of expression is a single photo.
Put on an artistic filter to experience a city through the lens of a specially invited fashion photographer.
The "Travel Book" series has been published since 2013, inviting artists with different styles in various fields to create art on the theme of well-known cities and attractions.
Artists will express their understanding of the city in various unexpected forms such as ink paintings, watercolor paintings, collages, modern art, cartoons, comics, etc.
Each artist eventually needs to complete nearly 100 works, which will be assembled and published as travel books in different cities.
Kind of like an art form version of a city guide.
In addition to publishing its own books, LV also designs many book-related products, such as boxes for books and stationery bags for writing instruments.
LV's third-generation heir, Gaston Louis Vuitton, the eldest grandson of the brand's founder, Mr. Louis Vuitton, is an out-and-out book lover. He has published many books on areas such as art and culture.
Literature also promotes the diversification of brands to some extent.
LV CEO Michael Burke once said:
The evolution of media is so fast that every time a new way of socializing emerges, we have to tell our stories all over again.
As the first batch of international luxury brands to enter the Chinese market, since the 1990s, LV has also continued to try and evolve following the rapid changes in the Chinese market.
Entered major social platforms, embedded e-commerce applets, landed on Xiaohongshu, and even made a live broadcast debut…
New channels are constantly being added, but books have always been an area where the brand is very persistent and constantly improving.
After all, as the greatest product of human evolution, reading, regardless of the background of any era, regardless of the background of technology, needs to be continued.
But one thing to say, I haven't read a published book seriously for a long time. Time to put down your phone.
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