3.
A view from the inside/ Selected intimacy
1/
A « bubble» into the real life 2/
A glance into luxury 3/
Sharing secrets with audience
3/
Sharing luxury secrets with
audience
Carine Rotfeld and her magazine version
zero, talking about her everyday life projects
and details.
After the public immersion into LVMH households in 2011,
Lancôme offered a bar at la Maison Blanche on the Champs Shangri-La offers the internet users the opportunity discover the Carine Roitfeld and her magazine version zero, talking about her
Elysées. (June 2012) hotel universe through a 360 tour.
(June
2012) everyday life projects and details. (June 2012)
The luxury world has to open to its fans, and share its imaginary.
This « selected intimacy » helps the consumer feel privileged, thus, close to the brand.
4.
What if you could go further into brand intimacy?
The Bulgari hotel in Bali (2006) The Missoni hotel in Koweit (2011) The Camper hotel in Berlin and Barcelone (2011)
The construction of Bulgari, Missoni and Camper hotels
Fans can take a journey into their favourite brand.
5.
SANCTUARIZE BRAND DNA / To provide privileged access to many
1/
Some digital content to fans 2/
A digital exhibition 3/
A 360 interactive experience
Louis Vuitton edits content and takes the fans into different The « Little black jacket » chanel exhibition in Hong-kong, Exposition Van Cleef and Arpels in Shanghaï accessible on
places, during a digital journey, its core DNA. (July 2012) presented on a dedicated website. (July 2012) the internet, in 360 technology. (May 2012)
When sneak peak is not enough to express privilege, technology is a solution.
It reproduces the luxury relationship between fans and brands, and adapt it to digital.
6.
When technology seem a bit cold, craftmanship wan warm up the brand
Louis Vuitton Maroquinaris Zoologicae (Avril 2012)
CIRCUIT 24 helps us discovering again Hermès scarfs. Joana Vasconcelos success in
( May 2012) Galerie des Batailles, Versailles (June 2012)
A showcase of craftmanship boast the brand through its savoir-faire.
7.
AMAZE FANS / Deliver marvellous* content to fans
*Remindal
:
Another
Magazine
and
3D
experience
with
Kate
Moss
1/
Reenchant through amazing content 2/
Reenchant through technologies 3/
Reenchant brand through gamification
The art of packing – Louis Vuitton
Mirror, Mirror – Chanel (July 2012) Design museum holograms – Louboutin (May 2012) An interactive way to pack your suitcase. (June 2012)
Through craftmanship or marvellous,
the engagement with the fans is always a matter of amazement.
*
Sept
2010
:
Another
Magazine
and
3D
experience
with
Kate
Moss
8.
Did you know that kaleidoscope was the lastest trend?
Mirror, Mirror – Chanel (july 2012) TEDxSummit intro: The power of x (Avril 2012) Pinterest
Lacoste perfumes kaleidoscope (May 2012) Sebastier Tellier – Russian attractions (July 2012) L’Oréal Domino Effect (June 2012)
A real trend around kaleidoscopes exists : parting of the ways of technology and creation, it fascinates the audience.
It also responds to their Pinterest mania, and perfectly matches with the new YouTube formats.
9. NURTURE
YOUR DIGITAL IQ / Build further interaction with the brand
1/
Get closer 2/
Involve 3/
Improve shopping experience
Mattia Cielo
First purely digital luxury shop windows: allows the brand
to change the projection whenever it wants .(July 2012)
After Louis Vuitton and its Amble app which allowed
Empreinte people to find places around them, NM Services goes
further into social shopping .
an holographic model, tactile
COLOR GENIOUS L’OREAL tables and interactive catalogue, Archive your favorite products and show them your
Advices to choose your make-up, according to what you’re responding to the brand friends, invite them to sales, keep up with sorte events,
wearing. (July 2012) imaginary : devotion to client. scan QR codes that deliver brand content. (July 2012)
The luxury brand gets closer to its audience,
true digital is about interaction and reliable content.
