LONDON — Louis Vuitton set up camp in an industrial container in the heart of London’s Covent Garden this morning to launch an online initiative from its Young Arts Project.
The one-day installation is to mark the launch of Recreative, a Web site that’s a collaboration between Vuitton, young people aged 13-25 and a host of art institutions: Hayward Gallery, the Royal Academy of Arts, the South London Gallery, Tate Britain and the Whitechapel Gallery.
Recreativeuk.com gives visitors a behind-the-scenes glimpse of the art world, and showcases interviews with insiders such as Tracey Emin, Jefferson Hack and Mark Pomeroy, the archivist at the Royal Academy of Arts. Those using the site will also be able to upload their own creative projects for others to view.
“It’s young people who are driving the project. Its main purpose is to inspire people to take an active interest in art,” explained Margot Heller, director of the South London Gallery.
Tom Meggle, Louis Vuitton’s new managing director for the U.K., Scandinavia, and Ireland, added: “We see our role as increasing access and building bridges to contemporary art projects.”
Artists including Sam Taylor-Wood, Michael Craig-Martin and Keith Tyson have designed Recreative T-shirts to celebrate the launch. Those who log on to the Web site will have a chance to win them.
Vuitton launched the Young Arts Project last year in partnership with London museums and galleries to help mostly underprivileged youths tap into the art scene here.
The French brand gave upwards of 1 million pounds, or $1.5 million at the time, plus business guidance and expertise for the three-year program.