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In January 2024, Pharrell Williams presented his first Spring/Summer men’s collection for Louis Vuitton at the Pont-Neuf: a show that made headlines around the world and repositioned the house at the intersection of fashion, music, and urban culture. The collection was called Damoflage: a reinterpretation of the house’s iconic monogram fused with camouflage aesthetics, bridging heritage and street culture.
To extend the momentum of this launch across Europe, Louis Vuitton wanted to host exclusive evenings at its flagship stores in Vienna and Geneva for its most loyal customers: authentic cultural experiences that would do justice to the collection. The brand enlisted Studio Artera to design the artistic concept for these two events.
Studio Artera designed and organized two private events at the Louis Vuitton flagship stores in Vienna and Geneva, in collaboration with Quentin DMR.
For each event, the artist created a live performance centered on collage and composition, reinterpreting in real time the Damoflage motif from the collection—this urban jungle born from the fusion of the LV checkerboard pattern and the military aesthetic championed by Pharrell. In front of the house’s top clients, Quentin DMR redefined the boundaries between contemporary art, street culture, and haute couture, creating one-of-a-kind pieces throughout the evening.
The result: two intimate, bespoke evenings held in some of the most exclusive venues in the European luxury sector, where art brought the collection to life and transformed a presentation into a memorable experience.
