Luxury and digital have in common a culture of craftmanship, where amateurs and unique handymade technologies
born in smal workshop are at the heart of innovation. "Culture of maker" is about this spirit of making, whether it is
making prototypes, perfomances, hacking, or unique pieces. As Jean-Louis Dumas (Hermès) used to say: « The
wolrd is divided into two: those who know how to use tools, and those who do not. »
Luxury brands are
defined by superior
quality (73%) and
visitors have attended
« The luxuxry is still synonym with bespoke, a
worship for savoir-faire, and incompressible
time of making, but it is now also seen as its
enemy brother: the luxury industry, which is - at
its most prosaic form – called masstige ».
Séverine Charon, Semiologist
KIDULT VS MARC JACOB
Making something out of
After Louboutin or Hermès, French graffiti artist Kidult covered Marc
Jacob window store with the word « art » and sent a picture of his action
on Twitter. But Marc Jacob stroke back and made a limited edition t-shirt
out of it, titled « Art by Art Jacob ». The t-shirt was sold like a piece of art
at $689 in the same store in NY, and the news spread on Twitter again.
Kidult was pissed, and fired back with a shirt of his own - "Not art by
Kidult" - selling it for about $10. Finally, a blogger heard the story and
took a picture of Marc Jacob‘s piece to make an ultimate t-shirt, as an
The Art of Making
1. Louis Vuitton - Harmony Trunk Soundtrack
Louis Vuitton has asked Hot Chip and LCD Soundsystem to produce a soundtrack from the workshop sounds created during the production of the
2. The Making of the Leica M9-P Hermes Edition
Leica has combined with luxury fashion house Hermès to create the M9-P Edition Hermès and made a film about it.
3. Fendi Baguette Mania
To celebrate 15 years of the iconic Baguette bag, Fendi has launched an online pop-up shop full of reissue/reedition of the iconic bag.
4. Mini - Wash Me
Project 'Wash Me' shows ten swiss artists' interpretation of a MINI.
5. Petit h - Hermès
Petit h is a re-creative laboratory that transforms old didscarded Hermes materials into designers objects and pieces of art.
6. Holton x Dior - Pour Paintings
To celebrate 50 years of nails vernis, Dior has invited Holton Rower to use their product in an artistic performance.
Le Savoir Faire de Christofle
« That was then. This is now. » is a good summary of the "Nowness" trend. With new content uploaded at every
time, digital world lives in the era of supernow. In luxury, time is also a matter of every second, but because every
second should bring excellence, and must be lived like a unique moment of eternity.
of US affluent male
have daily access to
a smartphone and
have daily access to
of the brands listed
in Interbrand‘s Top
100 are set up on
« Time is the most sacred luxury and
determines every others. It is the rarest, the
most precious, most wanted and most
sustainable. Without him, we could not enjoy
every other luxuries, not even discover them. »
Perla Servan-Schreiber, Editor in chief Clés
The beauty of a second
Making every second count
190 years ago, Nicolas Rieussec recorded time to an accuracy of a fifth
second for the first time - the chronograph was born. To celebrate this
unique invention, Mont Blanc has challenged image makers to capture
beauty in a single second of a film. The film contest hosted by Wim
Wender was conceived as an exploration of presision and art – a
hommage to capturing the smallest fragments of time. The results: a
wonderful collection of one second video clips from the first
rounds, followed by a beautiful film. More recently, Montblanc created a
new challenge: WorldSecond, asking people in different places to take a
picture at the exact same second.
Rise of Live
This is Now
Live the trend
1. Louis Vuitton Live Show
Since several years now, Louis Vuitton is live streaming an online broadcast of its new collection show on Facebook and iPhone
2. Burberry Tweetwalk
For its SS12, Burberry sat up the first ever #Tweetwalk Show displaying the looks on Twitter just before the runway.
3. Guerlain Make UP – Hour after hour
The New Guerlain's Make-UP platform is delivering beauty tips at each hours of the day and never identical.
4. Jimmy Choo Stylmakers
The shoes maker has launched an interactive site featuring photo galleries of street-style images to be uploaded by consumer accross the world.
In 2010, LVMH unveils an innovative portal to promote trends in fashion, art and culture -- without a click-to-buy option.
6. Veuve Clicquot – Wish you were here
The crowd-sourced platform aims to capture with snapshots inspiring global moments in the spirit and lifestyle of Veuve Clicquot
Montblanc – WorldSecond
Digital is a perfect tool for one-to-one communication. More than ever before, it allows brands to engage a
conversation with each one of its clients individually. Luxury has also a long tradition of personal services and
various form of customization. When they meet, ―Bespoke‖ trend has no limits.
Is the number of
combinations on a
selection of Louis
of all customers
report having used a
“Tailor-made is the essence of how is defined
"service" in luxury. We cannot enter a Maison de
Luxe or a fancy restaurant without being
immediately treated like someone special with
Christian Blanckaert, Former C.E.O of Hermès
Making a limited edition of
4 million bottles
Absolut has created an almost unlimited amount of different designs
rather than a limited amount of a single design. So instead of having to
chase down one of a few, whichever bottle is the only one of its kind.
Splash guns and machines equipped with thirty-five different colours and
fifty-one pattern types were applied to the bottles in order to achieve the
striking contrasts with pattern and placement algorithms programmed in
to ensure that no two bottles would be alike. The result was even better
than anticipated. ―ABSOLUT UNIQUE feels a bit ‗mad scientist,‘ a bit
1. Louis Vuitton – Mon monogram
The service will allow people to customize their Louis Vuitton bag, ending up with over 200 million possible combinations on a selection of bags.
2. Burberry Bespoke
In 2011, Burberry has launched a new Bespoke service on its website allowing people to customise their own iconic trench coat.
3. Yves Saint Laurent – Manifesto
The brand has developed a microsite that utilizes the data available through the user‘s social media channels to reveal their personal manifesto.
4. Porsche – Thank You
To celebrate their 2 million fans on Facebook, Porsche has decided to put the face of every single Facebook fan on a Cayman S.
5. Burberry – The Art of Trench
In November 2009, the brand has launched a photo-sharing website dedicated to images, past and present, of people sporting the iconic trench
6. Tiffany‘s - What makes love true
The site of the brand is just like an insider's guide to romance and falling in love in NY, comprising love stories, song playlists and sentimental city
Moët & Chandon's Cuztomizable bottles
BMW - Customize your Serie 6
Empreinte – Digital flagship
GEEK & CHIC
When technology becomes a status, we see the rises of the geeks. When luxury brands got the news, they turned
geeks into a chic, trendy and friendly figure, and hacked some of their codes. From the pixel to the GIF, luxury
brands are diving into the botom of digital culture.
of Burberry website
traffic comes from
of affluent males
prefer to research
and buy online, rather
than researching on
the web and
purchasing in a store.
« I love to take things that are everyday and
comforting and make them into the most
luxurious things in the world. »
GEEK & CHIC
From 8 bits to 8 ties
8 Ties is Hermès‘ latest neckwear collection based on a series of Digital
Age-inspired patterns – like the squares, circles and triangles of the USB
symbol, or the grid of a keyboard. The collection is promoted with a
touring electronic installation by digital artist Miguel Chavalier, which has
landed in the centre of Selfridges, blasting Hermès from 1880 to 2080.
The artwork is an animated, supersized version of the tie prints that
moves on screen according to your movements in front of it. In contrast to
Hermès stores, which are silent at all times, the piece also emits
continuous music inspired in part by sound effects from classic video
GEEK & CHIC
Luxury of things
GEEK & CHIC
1. Chanel Robot
Peter Philips brings Chanel beauty kit to Life in a stop motion short film.
2. Niina Ricci Gif Art campaign
After Lancel, Tiffany‘s, Louboutin, Oscar de la Renta and Prada, it is now time for Nina Ricci to release a cinemagraph campaign.
3. Thierry Mugler – Angel with Eva Mendes
Eva Mendes has been named the new face of the iconic scent Angel and sing in the new commercial.
4. Louis Vuitton – Voyage dans le temps
Louis Vuitton travels through time with a new video featuring the Voyage dans le Temps jewelry collection.
5. Piaget QR Code
Piaget unveils the world's first diamond QR code to store all manner of data (photos, texts, videos) or to refer users to a website.
6. Pommery – Experience #9.1
In 2011, Pommery added QR code on champagne bottles allowing users to live on a mobile site a virtual tour of their caves
Dior Addict - Find the Dior Addict Frequency
Ballantine‘s T-shirt OS
Louis Vuitton – Red journey
Ralph Lauren QR code
With a perpetually renewed content, the digital world is generating data population. To fight this overflow, we have
seen the rise of digital curators. The bonds between luxury and arts also led luxury to borrow curation from the
museum field. Put together, it creates a new curation of content and art, on the side of both the brand and the user.
Tomorrow, everyone will be a curator.
of video is uploaded
every second on
Is the number of page
views each month on
« From a marketing perspective, the "Maison de
luxe" are just like museum curator. They select
and display contents too. Their approach is
similar, but they need to restrain their curation
to the limist of their brand territory. Curation is
often ideal for them because they are made of
some powerful stock of imagination »
Eric Briones, Publicis et Nous
Becoming a shopping
Fancy defines itself as ―a store, a blog, a magazine and a wish list.‖
Today, it‘s a marketplace where traditional retailers and individuals can sell
all sorts of products. Basically, Fancy works exactly like Pinterest, the
difference being that all the products you find on this social network are for
sale. The user can add products that they like and share them with their
friends. The higher the positive response rate to the product, the more
visible it becomes on the site. This network represents one of the biggest
virtual storefronts in the world, and is fed by Internet users, who become
just like Colette.
I am Colette
Brand as new curators
1. The cools
The Cools is a social marketplace built around the idea that an individual's style and taste should influence what they see when shopping online.
2. The Game of Taste
The Game of Taste is a social gaming APP with a fashion-focused leaning, and based on the concept that ―taste‖ is what the community agrees is
3. Damien Hirst Art Spot Challenge
The challenge of this treasure hunt for the jetsetting ultra-wealthy was to visit Gagosian‘s 11-gallery .accross the world to win a special Hirst spot
4. Best of All Worlds
Founders of A Small World have launched another private online community networkcalled reserved to the wealthiest 1%.
5. Prada Transformer
The Prada Transformer is an unusual exhibition space which has one of four different shapes, depending on the function for which the building is
6. Chanel Mobile Art
The itinerant Chanel Mobile Art Pavilion was both an exhibition site and a mobile pavilion, on a world tour from Hong Kong to New York
Prada – Il Pallazo APP
Bulgari - Palazzo
With so many people facing financial hardship, this is the end of the bling bling and show-of trend. People will
continue to shy away garish display of wealth. So luxury is now targeting the discreet connoisseur. It is now about
being self-centred, in a cocoon, an intimate environment, like a private concert at home or a very selective club.
Good news: the digital world is a perfect place for that kind of ―Intimacy‖, whether it is an intimacy with a brand, or
with your peers…
of affluent U.S.
luxury purchases over
blogs, Twitter, Faceb
of brand‘s Facebook
fans engage with a
« Hiding, disapearing for a while, playing wtth
your intimacy by choosing what you want to
show and what you want to keep for
yourself, knowing how do deal with public
exposure, this what the new luxury is all
Alexis Botaya, Editor in chief, Soon Soon
Entering the intimate world
of Chanel Studio
In 2011, Chanel launched "Makeup Confidential". The site provides users
with an intimate look into the creation of Chanel‘s beauty products, from
video with Creative Director Peter Phillips to backstage at the Chanel
fashion shows. Users can also watch how-to videos from makeup artist
Lisa Eldridge - YouTube-style - and learn the tricks for wearing the brand‘s
In 2012, for Valentine‘s Day, the site got a new feature called ―Love
Letters.‖ Inspired by the Chanel film ―Here Comes the Beauty Pack‖, it
allows users to send love letters to their love made of letters that are
shaped by Chanel cosmetics.
1. Omega Time for Women
Omega has launched a unique, private, global network bringing exceptional women together on-line to discuss current affairs, the arts and business.
2. Van Cleef & Arpels - Workshops Virtual Tour
The Maison of High Jewelry is offering an exceptional glimpse behind the scenes at its workshops via a unique feat of technology: the 360° virtual
3. The Underbelly Project
In a secret underground art project, a group of artists created large-scale works in an abandoned subway station, that can only be seen online.
4. Secret Cinema
The concept is a monthly gathering of all that love challenging and groundbreaking cinema, screening mystery films in extraordinary locations
5. Valentino Virtual Store
Valentino drives ecommerce through the world‘s largest virtual shoe room that it is leveraging with two online-exclusive items (to be discovered in
6. The World's Most Exclusive Website
The site is a digital art project which limits entry to the internet elite: the number of Twitter followers you have dictates how far you can go.
Zegna‘s Google+ Live
Fendi‘s X-Rated video series
From the beginning, technology has augmented the human race. Now it is time for luxury to be fully augmented with
technology. Filled with innovation, luxury brands are empowered and become ubiquitous, with infinite possibilities.
―Augmented Luxury‖ is about a whole new kind of experience augmented by technologies: seeing the unseen, and
living the unexpected.
of total luxury
of Facebook app
interactive ad units to
standard banner ads
« Tomorrow’s luxury will be about a fully
cuztomized client service, a perfect and
sustainable clothing, or a connected (and smart)
object (that will make our life richer or easier.
Tomorrow, technology will be more embedded
in any luxury experience. »
Cécile Poignant Chief Editor of Trend Tablet
Watching the show through
the eye of its designer
Fashion designer Diane Von Furstenbrg has incorporated sets of Google
Glass into her Fashion Week show Spring 2013. In the film made about
it, people were invited to experience the show through the eyes of the
people who made it happen—the stylists, the models and Diane von
Furstenberg herself. All the footage was filmed before, during and after
the show, using only Glass, Google's latest technology that lets users
capture moments from a unique, new perspective.
1. Audi City
Audi City is a new retail concept for the car brand, presenting its entire fleet of models in digital form, ready to be customised by prospective buyers
2. Burberry Regent Street
The Burberry Flagship is an innovative space designed to reflect its website, with a space combining the label's physical and digital achievements.
3. Burberry World Live
Burberry created a digitally immersive experience complete with a 360° film to launch its newest store in Taipei, Taiwan.
4. Alfred Dunhill - Trafalgar show
The brand has showcased its collection with 64 models, standing still on ‗Trafalgar Square‘ in a simulation of all four seasons using holographic
5. BMW – Window into the near future
To spread the word about BMW's iTour, the brand erected a screen along Sixth Avenue in New York City that transforms live traffic into BMW
6. Louis Vuitton – Kusama Studio
The new Louis Vuitton Kusama Studio App allows you to imagine yourself or your friends covered with dots, reinterpreted as abstract waves and so
Mercedes Visionary Store
Hugo Boss - New Dimension Beijing campaign
Hermès × Tokujin Yoshioka - Interactive window
Chanel J12 Augmented Reality APP
Digital culture has generated the ATAWAD trend (anytime, anywhere, any device): users want to access content and
commercial offers in any situation. But when luxury joins the party, it becomes "(AT)ATAWAD". This is because
affluents want ANYTHING in any situation. That‘s precisely why palaces invented concierge in the last century.
faster than offline
of individual worth
$10 million or more
made only online
purchase the past 12
« Tomorrow’s luxury will be an extreme need for
liquidity: consumer is now seeking for
« seamless » experiences and
products, bringing him absolute well-being and
total satisfaction. »
Cécile Poignant, editor of Trend Tablet
Having a private jet at
BlackJet is the private plane charter service modeled after Uber cab.
Uber is a well-known on-call private cab service that lets people order a
cab through an app, which then charges the user's credit card
automatically. lackJet was actually founded by Uber co-founder Garrett
Camp. The service targets people who want to avoid the hassles of
flying commercial by offering seats on other people‘s private jets.. It
allows users to book their seat in 10 seconds with guaranteed seat
Buy/Pin while reading
Buy while watching
1. Shangri La – Virtual tour
The hotel chain used the 360° camero Yellow bird to let people visit their hotel at any time.
2. Louis Vuitton - Amble
The application lets users share and discover inspiring places based on their physical location as they explore the cityscapes around them.
3. Lifestyle Mirror
Lifestyle Mirror is a clickable fashion Mag offering the ultimate service: a selection of products inspired by the photos, that users can buy instantly.
4. Gucci – Pint it
Gucci unveiled a « pinnable » banner ad with a small ―Pin it‖ button on the bottom corner allowing people to pin the Fall/Winter 2012 collection.
5. Gucci – E-commerce Video
Gucci has targeted web-savvy shoppers with the brand‘s first click-to-buy video for its pre-Fall 2011 collection.
6. Longchamp – Little Big Bag
The brand has presented its collection through a short movie using the click-to-buy technology.
For a long time, luxury has been synonym with superfluous and unnecessary. On the contrary, user experience in a
digital world must always follow a principle of utility. As brands have quickly integrated this new rule (with branded
utility), luxury has came up with a new model. Hence the birth of ―Luxulity‖, or how to be useful without being
males visit most
frequently are, by
ranking, Amazon, Ya
hoo!, Google and
of all online searches
now originating on
« I have often said that I wish I had invented
blue jeans: the most spectacular, the most
practical, the most relaxed and non chalant.
They have expression, modesty, sex
appeal, simplicity – all I hope for my clothes. »
Yves Saint Laurent
The Art of Packing
Learning how to pack
Packing efficiently may well be considered an art. Based on that
consideration, Louis Vuitton has provided the ultimate service: The Art of
Packing, providing exquisite guides for each of its iconic suitcases, from
the wheeled Pegase to the classic hard lines of the Alzer. Images and
instructions guide the precise packer through the correct way to fold a
shirt, how to layer possessions so that everything fits and, vitally, how to
ensure that nothing needs ironing at journey‘s end. Packing is transformed
into an artform.
The art of everything
Help with my life
1. Mumm – Champagne protocoles
The brand invites users to rediscover and adopt the rituals of champagne, in 100 protocoles detailled and illustrated in an iPhone app
2. Prix Emile Hermès
In 2008 french luxury brand Hermes held the first edition of 'Prix Emile Hermes', a usefull design competition for young talents in europe.
3. Madame Figaro – Mad For
Mad For is an APP is answering the everyday question: « what should I wear with this weather? » with fashion and beauty tips linked to current
4. Armani – EA7
The APP combines Armani products with sports and lifestyle and gives consumers tips on how to shop, dine and play in major European cities.
5. Concorde La Fayette – Smartway
The APP is an e-check-in system that allows busy travelers to check-in/out online anytime, anywhere and receive their room key the moment they
6. InterContinental Kitchen APP
This Cookbook on iPad app gives people access to inspiring recipes from around the world, created by the Executive Chefs of InterContinental
Van Cleef & Arpels - Bridal app
L‘Oréal - Take me to the next level X-box Game
- LUXURY BRANDS ARE NO LONGER AFRAID TO BENEFIT FROM THE DIGITAL WORLD
- LUXURY BRANDS AND DIGITAL CULTURE HAVE IN COMMON A SPECIAL CARE FOR INNOVATION
- EACH LUXURY EXPERIENCE CAN BE AUGMENTED BY TECHNOLOGY
- DIGITAL STORYTELLING FOR LUXURY BRANDS SHOULD BE ABOUT MAKING THE
- ANY SUFFICIENTLY ADVANCED TECHNOLOGY IS INDISTINGUISHABLE FROM MAGIC. AND SO IS
ABOUT THE AUTHOR
STRATEGIC PLANNER @