LOUIS VUITTON has always led the field with generous and highly-creative support of arts and culture. In particular, its innovative arts educational projects for young people.

The new Louis Vuitton Fondation pour la Création in Paris is a cornerstone of the company’s educational approach to arts and culture and to serving and inspiring budding young artists.

The LOUIS VUITTON SERIES 2 EXHIBITION deeply immerses its audiences in an artist’s universe, back story and creative process.

As such, a strong focus during the Touring Exhibition’s Open weeks was to allow students to fully experience each aspect in the evolution of an artistic creation.

No wonder that our favorite comment by one of the student guests from an underserved school was, “What do I have to do to be doing what these people are doing when I grow up?”

PROJECT RECAP

SERIES 2 EXHIBITION: PAST, PRESENT & FUTUREpresented by

MELISSA LILLY

The assignment:Build public and media awareness around the launch of the Louis Vuitton Series 2 Exhibition global tour in February 2015. A very high daily attendance goal has been set, with an emphasis on hosting to host high school, college and trade students, as well as influential arts and entertainment patrons.

Deliverables:Develop strategy, create materials and enlist relevant and influential targeted groups to visit the installation during its two week run in the US before moving on to Asia and Europe.

Group Tour Marketing Materials created by MLOverview Exhibition One-SheetInvitation, Intro email, Reminder email, Last Chance email templatesPost tour thank you’s from LV

PROJECT RECAP

SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

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Group Tours Booked and Managed by ML

Schools Tours:

OTIS College of Art and DesignUniversity of Southern CaliforniaCal State NorthridgeThe Art Institute of Los AngelesThe Art Institute of HollywoodEagle Rock High SchoolLa Canada High SchoolLycee FrancaisPolytechnic SchoolRFK School For the Visual Arts and HumanitiesRFK Los Angeles High School of the ArtsWallis Annenberg High School

Los Angeles High School for the ArtsMarlborough – Private school for girls, one of the most prestigious schools in So. Cal. Westridge High SchoolStudent Empowerment AcademyDowntown Magnet SchoolDowntown Business SchoolBrentwood High SchoolTemple City High SchoolPasadena HighLoyola Marymount University Greek LifeWoodbury University

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PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

Organizations:FIDMGrammy MuseumLuxury CouncilKCRW NPR StationOrange County Museum of ArtMOCABlack Women’s Physicians OrganizationSegerstrom Center for the ArtsChinese American CEO SocietyArt Worx LACenter Theater GroupSirens of Song

VIP Private Events:Soho House leaders and members (220)Women in Film leaders, celebs and supporters(180)

Brand Tours:GoogleGuessMorgan Stanley

BCBG (including owner Lubov Azria)Herve LegerMattelImprovSanctuary ClothingMAC

Agencies Tours:

CAA Next Model AgencyCoolincubatorGood CorpsFotografiaJS2 CommunicationsFord ModelingBoombangBG2 Public Relations

Talking holograms

Fashion show 360-degree pod

Post-Tour Letters University of Southern California Roski School of Art and Design“The students talked about the exhibition all the way home. The first few rooms were an eerie immersive destabilizing fun zone – they were transported by the tech, music, and gloss. And they were enthralled by the videos of craftsmen at work, we lost a few kids in there. On a macro level, seasons and cycles at Louis Vuitton move at lightning speed. But minute by minute the objects are painstakingly made. Our artists and designers love high production power, but they live for making and perfecting by hand. The exhibition communicated so many dualities organic to art and commerce. Thank you again for reaching out and coordinating a thrilling afternoon. The students will unpack this for months to come.” Student Empowerment Agency “All of our students, staff and volunteers were so impressed and blown away at the exhibit! Louis Vuitton was still the talk of school this week. They were very enthused and grateful to receive posters and stickers! Perfect for students! Thank you so much for finding me and inviting us. It will forever be in the memories of SEA students, staff and even the yearbook! One of my yearbook students was so impressed he is making a full page spread of the event for the yearbook.” Los Angeles High School of the Arts“Thank you for this amazing opportunity! The students had a fantastic visit to the exhibition. The afternoon has served as an extremely powerful kickoff for our five week fashion design project. The students got an extremely memorable short course in branding and inspiration, which is already showing in the studio as they design their own brands and start on conceiving their collections. LA School For the Visual Arts and Humanities “We can’t say enough about how incredible the exhibit is and how excited the students were and still are. I can't thank you enough for all of the coordinating you did. I'm hoping to get a newsletter out next week that includes a write up of our field trip to the Pop-Up Exhibit. Will be sure to send it to you.” OTIS College of DesignWE LOVED THE EXHIBIT!!! Thank you so much for inviting us and taking care of in such fine style. Everyone at the event was fantastic!!!!” Women in Film“Thank you so much. Our guests absolutely loved it and were very impressed. The art was fascinating. And the clothes….we’re going shopping.”

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PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

3-D printed models

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Post-Tour Letters - cont

The Improv“When a group like ours is speechless, you know we’re seeing something completely unexpected. Thank you for talking us into going – it was more than mesmerizing.”

The Art Institute of California, Los Angeles“Our students absolutely LOVED the exhibit! Thank you so much for the invitation and organizing everything! We had an amazing experience!” Sirens of Song“WHAT??! That was crazy! Please tell Louis Vuitton thank you SO much from all of us for that experience. Those 3-D printer sculptures were as incredible as you described. Guess where we went afterward? Louis Vuitton!”

New Faces – Next Model Management“Thank you so much for organizing our tour. The staff was lovely and everyone from NEXT greatly appreciated all that was arranged for us. As you can imagine, many of us are great admirers of the arts and take great pleasure in expanding our horizons.”

La Canada High School“I have received nothing but rave revues about the tour of the LV exhibition, both from the students and the adults that accompanied them. The students were so impressed with the design and implementation of the exhibit. It is evident that they’ve shared their experience with others since I have had other students asking me about the location and dates that the exhibit will be running. Thank you so very much for your help in making this happen!” Good Corps“We loved it! I'm planning to share a video we took tomorrow on @GOODcorps. What's the hashtag for the campaign? Any specific social channels we should tag? It was great.“

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PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

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Sample Written Communication

PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

Celebrity guests included

Catherine Deneuve, Jennifer Connelly, Brie Larson, Michelle Williams, Emilia Clarke Rosamund Pike, Alexa Chung, Liu Wen, Karen Gillan, , Haley Bennett, Gugu Mbatha-Raw, Juno Temple, Riley Keough, Dianna Agron, Karen Gillan, Charlotte Gainsbourg

PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

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“The exhibition is a reflection of Vuitton's global and cultural reach.”

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Sample Media Coverage http://www.vogue.com/9997773/louis-vuitton-series-2-nicolas-ghesquiere-michael-burke-los-angeles/http://www.wwd.com/fashion-news/fashion-scoops/louis-vuittons-la-moment-8121440http://www.elle.com/fashion/news/a26593/louis-vuitton-series-2-opening/http://www.latimes.com/fashion/la-ig-louis-vuitton-exhibit-20150205-pg-photogallery.htmlhttp://www.hollywoodreporter.com/news/see-louis-vuittons-new-la-769461http://www.fashiontimes.com/articles/17812/20150120/louis-vuitton-debut-series-2-exhibition-los-angeles.htmhttp://www.lamag.com/theclutch/louis-vuittons-art-exhibit-will-blow-mind/http://www.harpersbazaar.com/celebrity/party-pictures/g5230/louis-vuitton-series-2-exhibit-la/http://hauteliving.com/2015/02/louis-vuitton-opens-series-2-exhibit/548658/http://dujour.com/cities/louis-vuitton-series-2-exhibition/

PROJECT RECAPLOUIS VUITTON SERIES 2 EXHIBITION: PAST, PRESENT & FUTURE

“Backstage”

MELISSA LILLYEVP MARKETINGTHE HOLMAN GROUP310.399.0778