Metiers d’Art
Behind every maison of the LVMH group are tanneries, metalworkers and workshops most customers will never hear of. LVMH Métiers d'Art looks after them, and at trade fairs it has to make that hidden craft visible.
Four short films for its stands turn the usual order of luxury around, where the logo comes first and the material follows. In each one a material takes the stage, and the Métiers d'Art logo forms out of it only at the end.
Metal from the small hardware of a bag, leather, snakeskin, denim: each material gets a scene of its own and is allowed to behave like itself before it becomes a sign. The films run as loops on the stands, so for anyone walking past, the craft keeps turning into the mark and starting over.
LVMH Métiers d'Art signage at the fair.
Credits
Client: LVMH Métiers d'Art
Visual identity: POMO
Scope: 3D films