Big, bigger, biggest. As far as I’m concerned, Louis Vuitton will remain holder of the challenge trophy for a while yet. The temporary entrance to their building at 66 Plaza in Shanghai has got what it takes. It’s simply gigantic, remaining visible from a very long distance. Conceptually strong! Magnify your own product to cover the entire façade of your shop. A 20 x 20 meter façade!
What enhances the effect even more than its sheer size, is the omission of the logo! Despite which, it’s immediately obvious that this is the Louis Vuitton building. An excellent example of iconisation. While brand design was always about brand recognition, iconisation takes it one step further. Being recognised without actually mentioning your brand (in full). There must be more examples…
Remco's Wonders - blog