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View of the building of Fondation Louis Vuitton by day

A ship ton of art

Louis Vuitton’s chairman, Bernard Arnault, wanted to provide Paris with a new, exceptional space for contemporary art. So he asked Frank Gehry to design “a magnificent vessel symbolizing the cultural calling of France”. Gehry’s architecture is innovative and courageous, inspired by the technological achievements of the twenty first century. Our role was to create a logo and visual language that would embody the vision of the project’s two grandmasters.

A visual with a quote on a gradient background
A sailboat on the sea

When at sea, the horizon seems boundless, filled with possibility and potential. We wanted to capture this feeling of ‘endless horizons’ and the idea of far away territories to be discovered.

Thierry Brunfaut, Creative Director & Partner
A distanced view of the Fondation Louis Vuitton

If the building is a sailboat, why not a vessel that takes you on new and exciting journeys? Steering a course through the turbulent waters of contemporary art…

Sander Vermeulen, Design Director
A quote by Frank Gehry on the project
The logotype designed for Fondation Louis Vuitton
Shiny card designed for Fondation Louis Vuitton

One of our first reactions to the brief was that we didn’t want to compete with Gehry’s creation – it’s iconic in itself. Rather than designing a signature for, or graphical translation of the building, we wanted to create something that would reflect the ideals and motives behind it.

back of the card designed for Fondation Louis Vuitton
Corner of the building of Fondation Louis Vuitton

Flotation and transparency were two very important concepts. We wanted the identity to feel like a ship cleaving the waves.

A poster designed for Fondation Louis Vuitton on a bus bench ad screen
Homepage of the Fondation Louis Vuitton website on desktop

It has something dreamily poetic which fits quite well with a foundation called Louis Vuitton.

Sander Vermeulen, Design Director
Set of printed materials designed for Fondation Louis Vuitton exhibitions
A visual designed to welcome visitors in Fondation Louis Vuitton