루이비통(Louis Vuitton) 콜라보레이션(Collaboration)디자인에 나타난 모노그램의 조형 특성

Abstract

Companies in contemporary of the 21st century seek after globalization and produce products in response to diverse consumer needs at the same time. Specifically, Louis Vuitton, which is a high fashion brand, has attracted attention in collaboration with artists. The purpose of this study was designed first to generally examine Louis Vuitton's monogram bags, the examples of monogram bags shown through collaboration, and then to derive their formative characteristics . Unlike other brands, the reason for selection of Louis Vuitton's monogram bags is due to boosting its own brand value through re-creation tasks suitable for these days while maintaining the instrinsic value in collaboration with artists. Through such a collaboration Louis Vuitton's monogram bags are giving us a pleasure due to surprise and unexpectedness by converting the ideas such as bag texture, color changes of the logo, pattern changes, etc. using the sensibility of the artist. The unlimited possibility was presented in new perspectives and the creation and transformation of different forms by overlapping with logo of traditional monogram bags and ideas of artist. Furthermore, this brand has created diverse and exotic elements through collaboration with the artists from different countries. Such a collaboration with artists has enabled the high brand to be sublimated into an art brand that communicates with consumers. The findings of the study are expected to make a contribution to the upbringing of domestic brand equipped with competitiveness that reflects the contemporary sensibilities while maintaining an identity.