Since the beginning of this unprecedented situation, we have witnessed a crescendo of hope and solidarity all over the world. To emphasize the spirit of innate cohesion in the large Louis Vuitton family, all employees of the world were asked to participate, involving their children or stimulating the creativity and childhood inherent in each of us, at the “Rainbow Challange”, an opportunity to celebrate the reopening of Louis Vuitton stores in a meaningful way, inviting them to create a unique design with the “rainbow” theme, for shop windows all over the world. Creativity and optimism have always been inherent in Louis Vuitton’s DNA. In Italy, the shop windows of Galleria Vittorio Emanuele in Milan and Rome Etoile will exhibit the two winning designs of the Italian competition (elected by an internal commission), while in Montenapoleone, a video installation will create a kaleidoscopic overview of all the designs made by the Italian employees who participated.
“Let’s make the streets a cheerful and carefree place,” wrote Gaston-Louis Vuitton, third generation of the Vuitton family, collector, visionary and esthete, in 1925. It was he who gave life to the “art of shop windows”, as a communication of creativity and invitation to the Maison universe. At a time when shop windows were changed every week, his passion and innate sense of beauty gave rise to sensational creations, such as when in 1930, the Louis Vuitton Champs-Élysées store was the first in the world to host an aquarium with giant turtles in the showcase. This tradition and art in creating fascinating and sophisticated showcases has been elevated over the years to involve the likes of Frank Ghery, Robert Wilson, Ugo Rondinone, Olafur Eliasson, Yayoi Kusama.