Tiger Tail

As Acting Art Director of Louis Vuitton’s Visual Image Studio, we collaborated closely with the in-house team to realise Tiger Tail – a playful, oversized installation conceived to mark both the opening of the Chengdu Maison and the Year of the Tiger.

Threading through the boutique, a sculptural tail twisted around columns, curled across fixtures and peeked through walls – equal parts Claes Oldenburg and storybook fantasy. Avoiding cultural cliché while honouring the spirit of Lunar New Year, the piece was praised for its joyful tone and thoughtfulness.

Conceived and executed during the pandemic, Tiger Tail was directed remotely, with every detail realised in close coordination with the Louis Vuitton team on site in China.

The concept extended beyond the boutique itself, evolving into a digital campaign where animated tails danced across screens and billboards. The work quickly went viral – demonstrating that imagination has the power to connect and delight, even from a distance.