Environmentalists Fight Advertising on the Champs Elysees. Guilty? Louis Vuitton and its Giant Suitcase

A giant Louis Vuitton suitcase was installed on the Champs Elysees in Paris to highlight the brand's tradition and luxury. However, the installation caused controversy and environmentalists decided to file a lawsuit demanding its removal.

In the heart of Paris , on one of the most prestigious stretches of the city, the Champs Elysées , the luxury giant LVMH decided to introduce a unique installation: a Louis Vuitton suitcase. Although it was intended to be a symbol of the brand's heritage and tradition, its presence sparked controversy . Environmentalists, supported by organizations dedicated to the protection of public spaces, decided to file a lawsuit, declaring the suitcase illegal advertising . The dispute became a symbol of a larger debate on the balance between the commercialization of public spaces and the protection of cultural and aesthetic values.

A giant Louis Vuitton suitcase in the center of Paris / Shutterstock

Since the fall of 2023, the building at 103-111 Avenue des Champs-Élysées , where the Louis Vuitton hotel is to be built, has been surrounded by a giant suitcase . The wood and steel structure refers to the history of the brand and its long tradition of producing luxury bags and luggage . The installation was intended to highlight the new store and hotel, and the Paris authorities considered it a " temporary advertisement " that was to be present until 2027. For environmentalists, however, the suitcase is an advertisement that goes beyond the permitted norms, especially in the case of historic buildings.

The city of Paris argues that the installation is legal because it does not meet the definition of traditional advertising – its purpose is to highlight the character of the new facility, not to directly promote products. In addition, LVMH paid a fee of 1.7 million euros to the city , which the authorities say is sufficient compensation. However, for environmentalists , especially in the context of historic buildings, such an intervention in public space violates the principles of protection of cultural heritage.

Environmental organizations such as SOS Paris and Résistance à l'Agression Publicitaire argue that such advertisements constitute a violation of the law. According to them, the Louis Vuitton suitcase is a form of advertising that aims to attract the attention of passers-by and tourists, and its presence on a historic building changes the aesthetic character of the urban space.

The decision of the administrative court may become a precedent that will set the rules for future investments, both in Paris and in other cities of exceptional cultural importance that will face similar challenges in the context of protecting monuments and public spaces.

The environmentalists’ lawsuit is just one part of a larger debate about the limits of commercialization of public space in cities with exceptional cultural value. Paris, a city with centuries of tradition, is at a crossroads between the need to adapt to contemporary market trends and the need to preserve its unique character.