Trending PR Campaigns
Louis Vuitton Cité Universitaire Waterfall
Louis Vuitton installed an eight-metre artificial waterfall and sand-covered runway at the Cité Universitaire for Pharrell Williams’ Spring–Summer 2027 show during a record heatwave in Paris, a spectacle designed to generate media attention and cultural conversation but criticised for perceived insensitivity and use of public space and water resources.
Why it worked: It hijacked a live heatwave news cycle with a visually jarring waterfall-in-drought image that triggered policy, resident, and brand-power tensions.
The lesson: Consider staging a striking visual that subverts current headlines, then arm reporters with a clear technical rebuttal and local stakeholder quotes.
Coverage over time
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