In today's luxury landscape, where consumer behaviour is constantly shifting and brand loyalty is difficult to come by, our most familiar fashion houses continue in their pursuit of trumping each other in tactile experiences for clients and the press alike. This has seen mammoth collection productions travelling to exotic locations - Louis Vuitton to Palm Springs for Resort 2016, Dior to the French Riviera and Chanel to Seoul, Salzburg and more recently, Rome.
But the real struggle for a luxury brand is to sustain the exclusivity that makes its products so desirable to begin with, without alienating prospective customers who now, more than ever, have infinite free resources to scope out alternatives and make purchases without once setting foot in a flagship store. For this particular balancing act, education is key. With the death of the "Rule of Seven" (the outdated marketing notion that consumers will likely make a purchase after seven exposures to a product message), brands that build immersive storylines to help consumers understand the lifestyle attached to their products will finish on top in the long term.
This was the tack taken by Louis Vuitton at their travelling Series 3 exhibition which, after a successful launch in London in September, opened its doors at the crossroads of the world in Singapore. It gives the public insight into Vuitton's A/W '15 collection, the craftsmanship behind its coveted accessories and the cognitive workings of creative director Nicolas Ghesquière.
For instance, a dark room starring a rotating hologram of a classic Vuitton monogrammed trunk (which, we're told, Ghesquière always refers back to at the beginning of the design process) is wallpapered with projections of bare-faced Vuitton models speaking of their experiences with the house. Upstairs, a room flooded with blinding white light (note: highly Instagrammable), with house muse Marte Mei van Haaster immortalised in white plaster, decorated with the season's quilted handbags and pointed footwear. Rounding a corner, two craftsmen at a workbench strewn with tools and hardware, assembling Petit Malle bags. And to finish, a pop-up lounge of sweet treats and Vuitton souvenir stickers with Marina Bay Sands' winning harbour view.
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Louis Vuitton's reinforcement of both its history and fresh Ghesquière signature, culturally tailored to its regional hotspots through Series 3, its newly opened Grand Palais Volez, Vogeuz, Voyagez exhibition in Paris, and its ongoing exploration of the arts at Fondation Louis Vuitton, will surely continue to excite customers worldwide, despite the luxury market's current state of uncertainty.
Louis Vuitton Series 3 Exhibition
Crystal Pavilion South, B2 Level, The Shoppes at Marina Bay Sands, Singapore
November 28 - December 23, 2015
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