Tiffany dresses the Louvre with a creative advertising optical illusion
Tiffany is putting on a performance that is both artistic and advertising on the facade of the Louvre in Paris. The famous museum has agreed that the American jeweler, owned by the LVMH group since the beginning of 2021, dresses its building with a giant photograph to create an optical illusion and highlight its new product, the 'Lock' bracelet. This creative ad can be seen from January 2 to 31, above the Carrousel gardens.
Tiffany called on the French photographer Paul Rousteau, who imagined a distorted Louvre building, with the famous bracelet floating above.
"The bracelet, like a UFO, magnetizes, pulls and transforms reality. In my work, there is always a thread of this impossible quest: to show the invisible. To do this, I create mirages: the Louvre mutates into a living, moving being. The blue of the sky turns acid green, for a psychedelic reinterpretation of Tiffany blue," says Paul Rousteau.
According to the house founded in 1837, Tiffany was "the first jeweler during the post-war period to highlight the names of artists with whom it collaborated," such as Jean Schlumberger, Andy Warhol or Elsa Peretti. The aim of this monumental installation is "to pay tribute to this artistic heritage on one of the most emblematic sites in the capital, in the heart of the Parisian world of art and culture," says Kolia Neveux, president of the company's Europe and Middle East division. The luxury brands' giant tarpaulins are no longer limited to buildings under construction.
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