Louis Vuitton unveils 5 dragon sculptures across China for Chinese New Year
Jing Daily
8 Jan 2024
What happened: As Lunar New Year approaches, luxury brands are going all out to boost revenue during China’s most important festival of the year. Louis Vuitton is the latest to join the jamboree; this week, the label unveiled five colossal dragon installations at its flagships and pop-ups in Beijing, Shanghai, and Chengdu.
The gilded dragons were crafted individually by artisans in China, incorporating design elements from Pharrell Williams' inaugural pre-fall 2024 menswear collection, which was showcased to a star-studded audience in Hong Kong last November.
According to Louis Vuitton, the sculptures are part of a localized campaign to attract Lunar New Year shoppers. They will be in place for one to three months, depending on the location.
