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The enormous Louis Vuitton trunk from the Champs-Élysées at the heart of the discussions

undefined undefined 7 mai 2025 undefined 09h30

The Editor

© Louis Vuitton

In September 2023, we shared with you a rather unusual event: the installation of a giant Louis Vuitton travel trunk right in the middle of the Champs-Élysées. This marketing strategy by the brand aims to promote its upcoming store on the most beautiful avenue in the world, which has sparked a lot of discussions today.

It’s the latest twist in the tumultuous story of the giant Louis Vuitton trunk that’s been installed for nearly a year and a half on the Champs-Élysées. Just a few days ago, a legal challenge was filed in the Paris administrative court by various Parisian eco-minded elected officials, along with capital defense associations. Their goal? To revoke the brand's temporary permit for this installation, which they find questionable. Let us explain.


A Sensational Stage Setup

A Louis Vuitton trunk big enough to cover the entire side of a building? That might sound completely crazy. And yet, that’s exactly the extraordinary concept that the leather goods brand came up with in 2023 to dress up the facade of their upcoming Maison des Champs-Élysées.

A monumental installation, whose presence on the avenue is planned until 2027, that never ceases to amaze tourists from all over the world.

While some see it as proof of a genius communication team for the haute couture house, or even as evidence that the lines between art, advertising, and public space are becoming more blurred, others don't view this giant banner quite so positively. For some Parisian elected officials, it's merely illegal advertising, especially on a classified building that is a historical monument.


Stroke of genius or illegal action ?

Confronted with what they consider a breach of the rules, some ecologist elected officials in Paris, supported by the associations SOS Paris and Resistance to Advertising Aggression (RAP), have decided to take the matter to the courts this Wednesday.

Friday, April 30, to request the immediate removal of the tarp. To support their case, they highlight the lack of formal authorization, the absence of consultation with the Architect of Buildings of France, and the “temporary” nature of an ephemeral installation... of 4 years!

Finally, they see a form of abusive advertising that is invading public space. The City Hall of Paris denies this, as LVMH (the parent company of the Louis Vuitton group) owns the building that is under the tarp, so according to the City, it’s more of a sign (a large sign, that is) than actual advertising in the strict sense. So, who will win in this battle for the image of public space? The suspense is still alive…