Today we see luxury Houses prosposing more and more branded contents especially by publishing books on their history. The market is just understanding the potential of such new communication tools, and as these contents must be high level ones, these brands need to call upon the know how of traditionnal publishing compagnies. The only regulation of publishing books for a luxury brand is more about producing qualitative contents that advertising ones.

The launch of these titles was well supported by the press and by significants events in Louis Vuitton stores with the presence of Jirô Taniguchi and Lorenzo Mattotti. The Travel book Venice by Jirô Taniguchi was celebrated by the exhibition of original drawings in Venice (Espace Louis Vuitton Venezia) followed by private book signings in the Louis Vuitton stores. Original drawings of Lorenzo Mattotti were also exhibited at the Galerie Martel in Paris, followed by books signings in Paris. For each title an interview of the artist is available in Louis Vuitton channel on Youtube and the brand's social networks.

The Travel Book Venice by Jirô Taniguchi and Vietnam by Lorenzo Mattotti has generated a huge media coverage: about 200 pages of articles in the press online and offline. The exhibitions and book signings gathered hundreds of visitors and clients who were happy to see the original drawings and to meet in private the artists.