Kinetic Jellyfish — Bringing Beautiful, Mesmerising Motion to Sea-Life Sculpture Across Three Global Flagship Stores
Louis Vuitton's Under the Sea collection demanded a window and in-store experience that went far beyond conventional visual merchandising. The theme required movement — the slow, hypnotic drift of deep-sea creatures, the ethereal pulse of a jellyfish, the gentle sway of a sea lily caught in an invisible current. Static props, however beautifully crafted, would not be enough.
Power Interactive was brought in to collaborate with the collection's artist and transform the Under the Sea world into a series of living, breathing animatronic sculptures. The brief was precise: design and prototype 3D-printed kinetic jellyfish and sea lily creatures whose motion would be as beautiful and mesmerising as the marine life they represented — and whose engineering would be robust enough to survive continuous operation across multiple flagship store environments on three continents.
The scope covered everything: material sourcing, 3D design, printing, assembly, motion programming, intensive stress testing, and final installation at Louis Vuitton's flagship stores on London's Bond Street, in Australia, and in South Korea — three of the most high-profile luxury retail addresses in the world.
Louis Vuitton doesn't accept compromise. Every movement had to feel like the ocean — effortless, alive, and completely natural. Getting there required months of design iteration, material testing, and motion programming that most people will never see.
Lead Designer, Louis Vuitton Under the Sea
The Louis Vuitton Under the Sea kinetic sculptures became one of the most talked-about elements of the collection's global launch — drawing crowds to the windows of Bond Street, generating extensive social sharing, and earning coverage in luxury and design press across multiple markets. Visitors who had seen countless Louis Vuitton window displays stopped at these because the creatures moved — and moved beautifully.
By delivering a technically demanding animatronic brief to the exacting standards of one of the world's most scrutinised luxury brands — and doing so across three continents simultaneously — Power Interactive demonstrated that its capability extends from digital interaction to physical craft at the highest possible level. The Under the Sea jellyfish and sea lily remain among the most artistically and technically ambitious pieces the studio has produced.
We design and build immersive experiences that engage, excite and transform audience interaction — combining art, engineering, and next-gen technology to bring brands and spaces to life.
