Cannes Lions
BETC, Paris / LOUIS VUITTON / 2009
Overview
Entries
Credits
Description
•Add a fresh touch to the Louis Vuitton City Guide as it goes into its 10th edition, while remaining faithful to the original qualities which inspired it: an insider’s guide based on a purely independent editorial selection of classic and original addresses, offering an authentic insight into the unique character of a city.•Update the design (box sets and covers) while conserving the elegance which characterizes the first 9 editions.•Remain the reference-point of quality among city guides while facing an increasingly competitive market.•Renew the interest of current readers, and win over a new readership.
Execution
•Our designers have drawn inspiration from the rich history of the Vuitton House, re-appropriating a trunk and luggage label to make it the distinctive cover of the box set. This updated, visually distinctive symbol appears in relief against a patrimonial brown background in striking acid tones: green for Europe, violet for Tokyo, blue for Paris, yellow for New York…•The front covers have been updated to modernize the look (logo, typography, and a vibrant spine colour to contrast with the background).•We have chosen a white interior paper, which is both modern and environmentally ethical.
Outcome
We have seen a very significant increase in sales, both in bookshops and within the Vuitton boutiques, thanks to the new design and:•The addition of global cities: Tokyo, Miami, Mumbai, LA, Tel Aviv… each available individually.•The addition to the European box set of cities rarely focused on in tourist guides: Manchester, Glasgow, Bucharest.•The input of a personality particularly associated with the city in the Portrait pages, such as Monica Belluci (Rome), Simon Doonan (New York), Angela Gheorghiu (Bucharest).•The inclusion of clear, practical street maps which facilitate the exploration of each city.
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