Louis Vuitton's Festive Animation on Fifth Avenue: 73 Meters of Christmas Miracle

Every half hour, a 73-meter-tall festive animation appears at the Louis Vuitton store on Fifth Avenue. Time-out tells the story of a festive miracle from a cult brand.

There's a lot to see on Fifth Avenue this holiday season, and Louis Vuitton just adds to the fun.

Through December 25, the iconic brand will project a 73-foot-tall holiday animation onto the hard facade of its flagship store on 57th Street and Fifth Avenue.

Four minutes animation, which spans 16 floors, is shown nightly, approximately every half hour, from 17 p.m. to 00 p.m. It combines “Louis Vuitton heritage with a festive spirit,” according to an official press release.

Between the projections on the building's façade, the company's iconic logo appears in the form of a triangular gray canvas. It dates back to the 19th century.

The building's façade itself is transformed into chests, the company's signature symbol. For this, 3D scans of the brand's real hard chests are used. They are decorated with 840 rivets engraved with the Louis Vuitton name.

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Directly across the street from the animation building is Le Cafe Louis Vuitton, which offers a menu of “luxury snacks” in a themed space libraries. The cafe opened in partnership with STARR Restaurants, led by restaurateur Stephen Starr, who is behind the luxury culinary lines Pastis and Le Coucou.

This part of Fifth Avenue will perhaps seem like an immersion into true luxury.