Case Study: Louis Vuitton x Murakami Fans in Red Ink
How I hand-lettered guests’ names in red ink on Japanese fans for the Louis Vuitton x Murakami launch in Riyadh, and what made the activation work.
In my last post I wrote about why brands bring a live calligrapher to their events. This time I want to show you what that looks like in practice, through one of my favourite projects: personalising Japanese fans for the Louis Vuitton x Murakami launch in Riyadh.
The brief
The collection was bold, playful and instantly recognisable. Louis Vuitton wanted a gift that felt just as special, something guests could take home that carried the spirit of the launch without looking like merchandise.
The answer was a Japanese fan, lettered by hand with each guest's name while they watched. It nodded to Murakami's Japanese roots, it was beautiful to hold, and it was personal from the first stroke.
Why red ink
The cherries are one of the most loved motifs in the collection: glossy, cheerful and unmistakably red. The lettering had to feel like it belonged to the same world, so the brand chose a deep red ink that echoed them.
On the pale fan, the red stood out from across the room. It also tied every piece back to the collection, so even a simple name read as part of the launch rather than an add-on. Each fan was finished with a red tassel, which completed the look.
This is the part of the work I enjoy most. Before an event, I study the campaign, the colours and the story, and then design the lettering to sit inside it. Guests may not notice every decision, but they feel when something has been made for the moment.
Two days at the table
From the first hour, there was a line. Guests watched the brush move, chatted with the Louis Vuitton team while they waited, and lingered over the collection. Many filmed their name being written and posted it straight away.
What stays with me is the reactions. A mother asked for her children's names, one fan for each. Several guests came back to the table for more fans for the people they love. And one guest, delighted to hear I'm from India, shared stories from his travels there and even tried a few phrases in my native language. Moments like that are why I love this work.
That is the quiet power of live personalisation. A fan is a lovely gift. A fan with your name, written for you in front of you, becomes a memory of the night.
What made it work
A gift with meaning. The fan connected to the artist and the collection, not just the brand.
One colour story. Red ink and red tassels linked every piece back to the cherries.
A table guests could watch. The making was part of the experience, which kept people at the activation and gave them something to share.
Planning ahead. Louis Vuitton came well prepared. They supplied the inks, brushes and everything else I needed, and made sure every element on the table looked right, which left me free to focus on the guests.
Planning something similar?
If you have a launch, a boutique opening or a VIP evening coming up, live personalisation can be designed around your collection in the same way: your colours, your motif, your story. Share your date and idea with me, and I'll come back with options and a quote.