Louis Vuitton · Theme-led commerce for the house of craft

Every department held a tile, and no theme held the page. The brand’s key propositions took minutes to find and seconds to lose, while spacing, margins, and copy sizing left no room for the visuals to breathe.

Sustainability had the opposite problem. The house’s deepest story lived in a standalone section: rich in data, starved of narrative, and absent from the journey where clients actually decide.

The brief in four words: upscale, impact, immersion, implementation.

The audit followed the client journey rather than the sitemap: what the homepage says in the first five seconds, where a story survives a scroll, and where the deepest material sits relative to the moment of decision. The strongest material sat furthest from the decision.

Twelve tiles compete and cancel. One dominant theme carries, and everything secondary finds its place around it. The same held for sustainability: it persuades as craft on the product page, not as data in a section nobody visits. Move the story to where the client already is.

The homepage moved from a puzzle of contents to brand expression led by dominant themes: one theme carries a key moment, secondary moments share the stage, and the off season mixes. A modular framework of hero, secondary, and push modules made the system operable by the house’s own teams, with one copy hierarchy from story title to CTA.

Sustainability stopped being a topic and became the way every product is told. The Journey We’re On: legacy as proof, sourcing as action, savoir-faire as tools, circular creativity as behaviour.

The defined experience gives the house one voice at a time on the homepage and two centuries of craft inside the product page: materials named, the footprint printed, the artisan speaking, care and repair ranked with the sale. A system the house’s own teams run without us.

Four homepage executions were designed and put in motion for desktop and mobile: Home for the Holidays in house blue, the Women’s Show on chroma green, Tambour watchmaking in black, and LV x NBA carrying the off-season mix. A staged roadmap ran from MVP through editorialised themes to a new navigation, built to be A/B tested rather than argued.

On the product page, seven narrative injections were piloted on the Coussin: certified materials named, the carbon footprint printed on the page, the craft narrated by the artisan, the designer, and the procurement manager, and care and repair given equal rank with the sale.

The propositions gave the maison a homepage which behaves like the house speaks: one voice, dominant themes, room for the work to breathe. They gave sustainability the form of craft rather than compliance, told at the exact moment of consideration.

And they proved a working discipline the deck records in its own words: a story known by heart makes decisions faster and with less doubt. Focus first, then form. The result is the form.

Record. Louis Vuitton, Paris.

Work led by Formist’s founders in prior practice.

Discipline. Luxury commerce · digital flagship · sustainability and traceability.