Last but not least: Tasteless kitsch
A gigantic Louis Vuitton suitcase on Red Square stirred up a storm of controversy in Russia for days. But it’s not unusual for this historic site to be used for eye-catching advertising. It almost seems as if Louis Vuitton has simply lost some of its prestige in Russia.
Following public pressure, the Kremlin demanded the removal of the advertising pavilion, which should have been there until mid-January. A spokesperson for the GUM shopping mall, which was jointly responsible for the suitcase, also said that "consideration must be given to the feelings of parts of society". Many media outlets referred to the statement by a communist member of parliament that the "sacred" site was being degraded in the eyes of the population by the commercialization.
In the past, however, the population had no objections to commerce on Red Square. Just this summer, the luxury department store GUM erected a huge mirrored pavilion in which the Dior fall/winter collection was presented. Red Square has also served as a stage, an ice rink and even a motorcycle racetrack. And that didn't hurt any patriotic feelings.
Perhaps large sections of the Russian population simply find the Louis Vuitton brand distasteful. In that case, you have to imagine the Louis Vuitton suitcase on Red Square as a McDonald's branch next to the Schauspielhaus Zurich. (sis)
