The challenge was to redefine its history and show that speed is not just performance—it’s identity. With Messi as the narrative center and the backing of Adidas, we turned retail into an experience, the streets into an amplifier, and social media into a stage for speed.
A display wall where the F50s were presented as pieces of legacy, not just products. We showcased how they were made and how, on Messi’s feet, they made history.
Camille Dupont
Artistic Director, Louis Vuitton
