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Can Spectacles Drive Brand Engagement?

Luxury brands are starting a trend of using a public spectacle in order to drive brand engagement. Spanish luxury brand Loewe set up a large inflatable version of Howls Moving Castle from Studio Ghibli in front of the Eiffel Tower and Louis Vuitton went all out promoting their collaboration with Japanese artist Yayoi Kusama. Louis Vuitton set up several large statues of Kusuma putting polka dots on buildings near it as well as working with Snap to create AR filters covering six major world landmarks in dots. The idea behind this is to invite people to come interact with the brand instead of pitching them messages on their screens which is coming under increasing importance following the Covid lockdowns and resulting cabin fever.



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