To celebrate the launch of Louis Vuitton's Spring/Summer menswear collection by Pharrell Williams across Europe, the iconic checkered house wanted to organize a series of artistic events abroad around the spirit of this collection, which electrified Fashion Week a few months ago on the Pont-Neuf.
Working closely with the Louis Vuitton Paris teams, Studio Artera and artist Quentin DMR designed a bespoke artistic activation in Vienna and Geneva within the brand's flagship stores. Reinterpreting the "Damoflage" motif (a mix of checkerboard and camouflage) present in the collection, Quentin DMR proposed a series of live performances based on collage and composition, redrawing for the customers and personalities present the boundaries of a new form of urban jungle.
