THE 35TH AMERICA’S CUP.
The Oldest Trophy in Sport.
The America’s Cup is the oldest trophy in sporting history. Louis Vuitton have a 32-year history of sponsoring the race, and for the new 35th America’s Cup it required an elegant branding programme befitting to such an esteemed partnership.
CHALLENGER V DEFENDER.
Head to Head for the Cup.
The marque comes to life in animation, where the final two boats go head to head for the famous Cup. The marque is used in a celebratory product collection and is unpacked across the different race villages to provide an artful pattern across the event. The graphic language also extends out across the TV graphics.
TITLE SPONSOR.
Louis Vuitton and the ‘Gaston’.
The logo and visual language were born from the iconic Louis Vuitton ‘Gaston’ marque. The Gaston—a marque representing Louis Vuitton’s grandson Gaston-Louis Vuitton—was deconstructed, and the existing triangular forms were used to represent the competing sail boats, the Challenger and Defender.
LOUIS VUITTON ’STEAMER’ BAG, 1901.
AUGMENTED REALITY.
A Visual Language for TV.
The graphic language also extends out across the Emmy-winning Augmented Reality TV graphics.
ON PRODUCT.
The Louis Vuitton America’s Cup Collection.
A series of apparel and accessories also utilised the Identity system.
