VISIONARY JOURNEYS Exhibition for Louis Vuitton in Bangkok

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《幻象之旅VISIONARY JOURNEYS》是OMA/重松象平与路易威登作为设计合作伙伴推出的Visionary Journey展览概念的建筑化呈现的第一部分。“LV The Place Bangkok”位于曼谷Gaysorn Amarin酒店的首层，是路易威登集展览、咖啡厅、商店和餐厅于一体的全新店面，该展览作为该项目的文化部分向公众开放。

在合伙人重松象平和项目建筑师Jesse Catalano的带领下，展览构建了一种舞台剧般的体验，通过梦幻般的环境将历史和当代作品重新组合，反映了路易威登赖以生存的精湛工艺、创新和创造力。

Visionary Journeys is the first installment of OMA/Shohei Shigematsu and Louis Vuitton’s collaborative partnership on the architectural identity for the Visionary Journey exhibition concept. Located on the ground level of the Gaysorn Amarin in Bangkok, the inaugural project opens to the public as the cultural component of “LV The Place Bangkok”, a new interface to Louis Vuitton integrating exhibition, café, store, and restaurant.

Led by Partner Shohei Shigematsu and Project Architect Jesse Catalano, the exhibition strategy constructs a scenographic experience recontextualizing historic and contemporary pieces through dreamlike environments reflecting the Maison’s pillars of savoir-faire, innovation, and creativity.

▼展厅概览，overview of the thematic room © Louis Vuitton

OMA合伙人重松昌平说到： “我很高兴能与Pietro Beccari和他的团队合作，为路易威登的下一篇章提供全新的展览场景设计。我们从路易威登的DNA中挖掘出最基本的元素，构建出能反映其物质与非物质特征的主题展厅。建筑成为一种叙事装置，邀请观众直观地发现和吸收每个主题背后的故事。”

Shohei Shigematsu, Partner, OMA: “I’m excited to work with Pietro Beccari and his team and contribute a new exhibition scenography for the next chapter of Louis Vuitton’s We mined the most fundamental elements of the Maison’s DNA to construct thematic rooms reflecting both physical and immaterial qualities of their contents. The architecture becomes a narrative device inviting viewers to intuitively discover and absorb the stories behind each theme.”

▼“标志性手提包”展厅局部，Iconic Bags room © Louis Vuitton

品牌最具决定性的设计或时刻，都被转化成将它们容纳其中的环境。五个主题展厅——“旅行箱隧道（Trunkscape）”、“起源（Origins）”、“标志性手提包（Iconic Bags）”、“合作（Collaboration）”和“纪念品（Souvenirs）”——都是根据其内容而采用特定的展示类型进行搭建。结构创新、海量的档案格式、材料品质以及主题图像等元素和技术被提取出来，并转化为每个房间的全新部件组合。

The most defining designs or moments of the Maison are quite literally translated into the environments containing them. Five thematic rooms —“Trunkscape”, “Origins”, “Iconic Bags”, “Collaboration”, and “Souvenirs”— is constructed using a specific display typology informed by its contents. Elements and techniques such as structural innovations, boundless archival formats, material qualities, and iconographies are extracted and translated into a kit of new parts for each room.

▼“合作”展厅局部，Collaboration room © Louis Vuitton

“旅行箱隧道（Trunkscape）”标志着路易威登故事的开端，组成该装置的正是开创性的Courrier Lozine 90行李箱，这一产品代表了路易威登品牌核心的工艺与创新的历史。这款行李箱体现了稳定感，而我们构思出一个全新的环境，让其呈现失衡的姿态。96 个行李箱被组装成一个拱形，展现出结构的完整性、强度和轻盈感。每个行李箱模块都由真正的部件打造而成，包括木材、路易威登标志性的monogram帆布和真正的金属零件，彰显了结构的巧妙和质量。定制的金属环小心翼翼地将各单元固定。由此形成的行李箱隧道由屏幕环绕，进一步扩大了叙事的空间，并将观众带向迷人的展览入口。

Trunkscape marks the beginning of the Louis Vuitton story with an installation constructed with the Courrier Lozine 90 trunk, the seminal product that represents the history of craft and innovation at the brand’s core. While the trunk embodies a sense of stability, we destabilize it to conceive a new environment. 96 trunks are assembled into an arch showcasing structural integrity, strength, and simultaneous lightness. Highlighting the ingenuity and quality of construction, each trunk module is built with genuine components—wood, Louis Vuitton’s iconic monogram canvas and authentic metallic details. A custom metallic ring discreetly holds the units in place. The resulting trunkscape is surrounded by screens that expand the surface for storytelling and transport viewers through a captivating portal into the exhibition.

▼“旅行箱隧道”展厅，Trunkscape room © Louis Vuitton

“起源（Origins）”呈现了品牌最早创始人的故事，突出了路易·威登、乔治·威登、加斯东·路易·威登及其后人对品牌做出的具体而显著的贡献。关于路易威登的创新思想的共同历史展示在一个珍宝柜中，这是一份由数百份文件复制品和42件实物组成的档案馆。它没有静态地将过去的文物陈列在墙壁和底座上，而是将平面与立体的物品、箱包、文字以及视频荧幕混合陈列，散布在一个三维网格架构中。开放的图书馆环绕整个展厅，将观众包围在记忆、知识和想象的云雾之中，构成了路易威登的愿景叙事。

Origins presents the story of the earliest founders of the Maison, highlighting the specific and notable contributions that Louis Vuitton, Georges Vuitton, Gaston Louis Vuitton, and their descendants made to the Maison. A collective history of creative minds is displayed in a cabinet of curiosities, an inhabitable archive of hundreds of document replicas and 42 physical artifacts. Rather than a static display of past relics on walls and plinths, a hybrid display of flat and three-dimensional artifacts, cases, text, and video screens are scattered across a three-dimensional grid armature. The open library wraps up and around the room, enclosing the viewers in a cloud of memories, knowledge, and imagination that compose the visionary narratives of Louis Vuitton.

▼“起源”展厅概览，Origins room overview © Louis Vuitton

▼物品、箱包、文字以及视频荧幕混合陈列，a hybrid display of flat and three-dimensional artifacts, cases, text, and video screens © Louis Vuitton

“标志性手提包（Iconic Bags）”是路易威登品牌最经典手包的巡展，这些手提包标志着路易威登品牌历史上的重要时刻：Speedy and Keepall、Alma、Petite Malle和Noe。LV的图标、21款手包和2款成衣造型被包裹进四组透明亚克力气泡中，凸显了每款手包的形状和造型。悬浮在空间中的这些路易威登球体，构建了一组永恒发明和集体故事的群星。

Iconic Bags is an excursion through the brand’s most iconic bags that mark significant moments in the history of the Maison: Speedy and Keepall, Alma, Petite Malle, and Noe. LV Icons, 21 bags and 2 ready-to-wear looks are organized into four clusters of objects encased in clear acrylic bubbles that emphasize each bag’s shape and form. Suspended in space, the spheres of Louis Vuitton’s influence construct a constellation of timeless inventions and their collective story.

▼“标志性手提包”展厅，Iconic Bags room © Louis Vuitton

“合作（Collaboration）”以路易威登的标志性手包Speedy and Keepall为基础，展示了品牌的演变和创造力。Speedy and Keepall系列作为为合作者准备的画布，为这一永恒的手包赋予新的生命和叙事，将其重新融入当代。利用合作的无限可能以及提包的雕塑本质，184 个镀铬包袋创造的环境既是展品本身，也为不断变化的内容提供了背景板。一个由7件原创工艺品组成的旋转木马与半圆形的动画屏幕同步，将这个房间变成了一个电影式的陈列柜，展示每个合作者以及物品的独特艺术图案。

Collaboration displays the evolution and creativity of the brand through the collaborations built upon the foundation of an LV icon, the Speedy and Keepall. The Speedy and Keepall serves as a canvas for collaborators to give new life and narratives to the timeless bag, recontextualizing it to contemporary times. Drawing from the infinite possibilities through collaboration and the essence of bag as sculpture, an environment is created using 184 chrome-dipped bags that serve both as display objects and backdrops for ever-changing content. A rotating carousel of 7 original artifacts is synced to a semi-circle of animated screens that transform the reflective room into a cinematic showcase of each collaborator and the distinct artwork and pattern from the object.

▼“合作”展厅，Collaboration room © Louis Vuitton

“纪念品房间（Souvenirs Room）”以超大自动贩卖机的形式传递了路易威登的趣味态度，包括海报、手袋、贴纸和明信片等各种品牌纪念物作为展览物品。在曼谷举办的首展中，路易威登的设计独具匠心，从曼谷夜市的缤纷色彩中汲取灵感。显示屏和自动贩卖机融入色彩鲜艳的灯光阵列中，在镜面墙上反射出五彩缤纷的路易威登世界。

Souvenirs Room expresses the fun and playful attitude of Louis Vuitton in an oversized vending machine of the brand ephemera as exhibition specific objects including posters, bags, stickers, and Unique to the inaugural exhibition in Bangkok, the design draws from the aggregation of diversity and color of the city’s night markets. A display screen and vending machine are integrated into a grid of vibrant colored lights that reflect off mirrored walls to fill the room with the colorful Louis Vuitton universe.

▼“合作”展厅一角，Collaboration room corner © Louis Vuitton

LOCATION: Bangkok, Thailand
CLIENT: Louis Vuitton
STATUS: Completed
PROGRAM: Scenography, Exhibition
PARTNER: Shohei Shigematsu
PROJECT LEADER: Jesse Catalano
TEAM: Niccolo Pietro Baldi, Blake Kem, Timothy Tse
COLLABORATORS
CURATION: Louis Vuitton Malletier
EXECUTIVE PRODUCTION: Kingsmen C.M.T.I. Plc., K2
IDENTITY & GRAPHICS: Special Offer, Inc.
LIGHTING DESIGN: John Torres

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