LUXURY
Screenshot from Bulgari video for its Diagono E Magnesium Italian jeweler Bulgari is bringing traditional craftsmanship into the digital ecosystem with an intelligent timepiece focused on data security. The Diagono E Magnesium is a fully mechanical timepiece equipped with NFC technology, which allows the watch to act as a key that opens a secure Bulgari Vault smartphone application. As wealthy consumers are doing more online, from banking and shopping to
Image of the iconic Tiffany & Co. box For the first half of 2015, marketers in the jewelry and watch space connected craftsmanship with modernity in terms of technology and social causes. Brands worked to appear modern and relevant to today’s consumers through mobile applications, high-touch interactions and campaigns that spoke to the masses. Going forward, it is likely that these combined approaches will continue to touch consumers while ensuring
Coco Chanel walking past 31 Rue Cambon French couture house Chanel will celebrate the creative spirits of Gabrielle “Coco” Chanel and Karl Lagerfeld through a fall exhibit at London’s Saatchi Gallery. “Mademoiselle Privé” offers an inside look at the creation of the brand’s haute couture, fine jewelry and Chanel N°5. This exhibit’s subject matter enables the brand to span both its past and present through the lens of its well-known faces. Inside
Rendering of AYKON Nine Elms development Italian fashion label Versace is giving Londoners a more immersive experience of the brand through a placement in the luxury housing development AYKON Nine Elms. Set to be completed by 2020, DICO UK Property Holdings’ AYKON Nine Elms claims to be the first private residential project that is completely designed by a fashion house, with Versace having a hand in all of the interior
Video still from Chanel for Rouge Coco Marketers in the luxury beauty and fragrance space pride themselves on quality ingredients, and consistently pay tribute to the sources where these elements are found. During the first half of 2015, marketers in this space relied on self exploration, of both their brand and the consumers’ sentiment, through behind-the-scenes looks and interactive touchpoints. Beyond this, many took the time to promote awareness for causes
Balenciaga fall/winter 2015 menswear campaign French fashion house Balenciaga is collaborating with soulful singer Sam Smith on its fall/winter 2015 menswear campaign. The campaign, shot by photographer Josh Olins, takes place in a cell-like concrete room, with the artist captured in black-and-white leaning despondently against the walls. The latest pop star to work with a fashion label, Mr. Smith helps to bring a depth of emotion and vulnerability to Balenciaga’s
Readers are encouraged to visit The Musée Picasso French fashion house Christian Dior is encouraging consumers to visit new locations in Paris as part of its Summer Saga series honoring the brand’s eponymous founder. These posts not only give more insight into Mr. Dior’s life for fans and followers interested in learning more about him, but they also provide unique activities to enjoy while visiting Paris. Creating a cohesive brand
Ferrari 488 GTB Italian automaker Ferrari is expanding its presence in the Middle East with its second largest flagship in the world. The new store in the Dubai Mall is designed to reflect Ferrari’s new retail concept and will feature automobiles themselves in addition to accessories and memorabilia. The store is both a retail location and an entertainment venue, and it will also allow consumers to drive the cars on
Givenchy’s Nightingale bag French fashion label Givenchy is giving consumers the opportunity to preorder one of its most iconic bags online, while still maintaining the brand’s classic and personal aesthetic on its Web site. Givenchy is offering the famous the Nightingale bag, originally designed in 2006 and worn around the world, in two reworked styles that will appeal to contemporary consumers. Additionally, by offering a presale on its Web site,
Instagram installation on Nordstrom’s roof Department store chain Nordstrom is reminding consumers to check out its summer sale with a quirky but somewhat popular summer trend that has the brand creating a giant, 3D installation on its roof. For the unique effort, Nordstrom chose to depict its Leith leopard-print body-con dress, which is actually available at the Anniverary sale, as part of a large-scale Instagram post. Creating unexpected visual projects
