Louis Vuitton takes us to China for a minute

Luxury travel / fashion house Louis Vuitton (LV) takes us on an evocative, broad-ranging journey in this one-minute ad, entitled 'The Spirit of Travel'. The brand describes it as "A poetic reflection on journeys.... [which] unveils emblematic Louis Vuitton trunks and luggage amidst resplendent Chinese landscapes – from the legendary Lijiang River in Guilin to the breathtaking Xuan Kong Hanging Temple in the Datong region, culminating in the forested mountains of Zhangjiajie". Despite proving a burgeoning market over recent times, largely thanks to a cultural appreciation of longevity and craftsmanship, China is currently experiencing a slowdown in consumer confidence and spending, affecting top foreign favourites like LV and other luxury brands. The LV Maison's cachet rests on its ability to remain faithful to the spirit of its founder, Louis Vuitton - who invented an 'Art of Travel' through luggage, bags and accessories which were both elegant and practical - while keeping in step with modern times and varied cultures. What kind of note does this campaign strike for you?

Keywords: Louis Vuitton The Spirit of Travel, Louis Vuitton China ad, luxury travel luggage, photographer Alec Soth