CASE: Louis Vuitton - Jef Koons - Louvre Paris
Louis Vuitton decided to collaborate with the artist Jef Koons and the Louvre in Paris. Jef Koons designed 7 different new bags for Louis Vuitton. A work from the Louvre was processed on each bag, namely a work of art that no longer has an IP. Louis Vuitton paid one million dollars to Jef Koons for this project. Approximately 3000 units of each bag were produced and sold mainly in the Asian market - a very important market for Louis Vuitton. This case shows that companies are not only collaborating with the arts out of "taste" but often simply out of opportunity or strategy.