Louis Vuitton, a brand that has elevated the notion of a journey to one of self discovery. However, the only tool the brand had to express its knowledge was the printed City Guide series.

Amble is a free travel service composed of a mobile app synchronised with a website (louisvuittonamble.com) With the app, users can capture and share their journeys, enrich them with video, photo and sound. Then can get inspiration from celebrities’ own ambles, or discover new places by purchasing in-app Louis Vuitton City Guides.Amble is a new LV prduct, it is the first LV digital product and therefore it was important to give its own identity to Amble. The spots and the journeys being the core components of Amble a lot of the focus was given in crafting the Core identity of Amble, this red spot “bubble” as it is was a story left by the user at one specific place.

After only 3 month, the purchase of the city guide through the application represents 25% of city guide overall sales.By creating a dedicated service enriched with user and celebrity content, as well as a brand new service, consumers see a real benefit in using the free application and purchasing the mobile version of the city guide is an natural extension of the usage (while not competing with the print edition that already existing)Amble is the first ever digital product/service proposed by Louis Vuitton. It allows any person who shares the brand vision of journeys, to own a Louis Vuitton product.