Moving horizon.
The most radical luxury is the kind that cannot be explained, only lived. I have encountered this conviction repeatedly in my research into innovation marketing: authentic experience does not come from accumulating precious elements but from a deep coherence between an idea and the form through which it is delivered. A train is one of […]
Whispered altitude.
Private aviation is evolving at a rapid pace, particularly in terms of the level of service offered to clients. Recently, I wrote here on Drumroll about various initiatives—including events and not just airlines—that are becoming true change makers, regardless of their size. Magnifica Air positions itself as a luxury airline aimed at bridging the gap […]
Chic upcycling.
When I first heard about the petit h project, I thought it sounded simple, but in reality, it’s incredibly challenging for a brand with such a strong, established identity. Blending heritage with modernity, production with sustainability, and new products with desirability is true innovation. Hermès’ petit h line transforms discarded materials into surprising yet functional […]
Carefully curated.
After recently following the media coverage of Mytheresa’s acquisition of YNAP (Yoox and Net-a-Porter from the Richemont group), we now see Next launching Seasons, a new e-commerce platform dedicated to luxury. This platform aims to enter the premium online fashion market and cater to an increasingly discerning clientele. In a challenging economic climate for the […]
Timeless eclecticism.
In the past, I have witnessed the resurgence of brands that specialize in the world of fine porcelain, offering products with unique designs that evoke emotion at first glance. Who wouldn’t want a tea set, a large salad bowl or a vase for a bouquet of white flowers in their home? Recently, I learned about […]
Olympic vision.
LVMH, the luxury conglomerate, has announced its sponsorship of the Paris 2024 Olympic and Paralympic Games as a premium partner, representing the highest level of support for the organization. The company is driven by the desire to create an unforgettable experience that challenges established norms. As both the first luxury company in history and a […]
‘Experiential’ redefines the rules of the game.
Luxury brands are investing in experiential flagship stores in China’s top-tier cities to break free from the limitations of malls. These independent stores hope to stand out in a crowded market by offering unique shopping experiences beyond consumerism for Chinese buyers. Louis Vuitton debuted its first independent flagship store in Sino-Ocean Taikoo Li Chengdu last […]
Luxury travelers demand innovation.
The trend towards more remote work seems unstoppable, at least for the foreseeable future. This puts enormous pressure on the hospitality industry and offers vast opportunities for innovation. In the past, luxury hotels did not have to worry about where they placed their desks. Still, in times of endless Zoom and Teams calls, a hotel’s […]
A new town, virtual.
It’s official. One of the first brands to do so in fashion, Gucci has entered the metaverse with the launch of Gucci Town, a permanent space hosted on Roblox. The luxury house describes the initiative as a “dynamic destination” where users can explore creative director Alessandro Michele’s vision, express their individuality through virtual clothing, and […]
Luxury collabs in the same week.
What happens when Louis Vuitton, Nike, Dior, ERL, Balenciaga, and Adidas launch a collaboration in the same week? Collaborations have been around for many years. Usually, they are interesting exercises in marketing and branding – also due to their innovative approach – but recently, there has been some overcrowding when it comes to launches. Hyperbeast […]
