November 25, 2008

FOCUS ON…
... LUXURY WATCH

Art as medium

Art mentoring

Co-branding/ partnership

Customization

Digital marketing

Innovative settings

Social networking
Art as medium

Christian Dior Goes East

To help fill the ‘lull’ following the Beijing Olympics, fashion house
Christian Dior has announced it will open a ‘Christian Dior and
Chinese Artists Exhibit’, an exhibition which focuses on the
greater inspirations of the Far East on the house of Dior.
The multimedia show features more than 20 specifically
commissioned works, including video, photography,
paintings, sculptures and a garden-like installation, which will
be shown in tandem with some of the Dior originals, including
archival dresses by the founding couturier and John Galliano,
fine jewellery by Victoire de Castellane, menswear by Kris Can
Assche in addition to perfumes and accessories.
The exhibit will open on 15 November at Ullens Centre for
Contemporary Art in Beijing and is an effective way of allowing
consumers to interact with the brand in a creative environment.
http://www.thefashionspot.com/news/china-and-the-house-of-dior-s-mutual-inspiration-939

 MENU  Focus on… Luxury watch - 25th November 2008

Art as medium

Diane von Furstenberg’s Be Wonder Woman

Well known fashion designer Diane von Furstenberg has recently
announced that she is launching a comic book to support and
promote her new ‘Wonder Woman’ collection. The DC comic,
authored by the designer herself, is entitled ‘Be the Wonder
Woman you want to be - Featuring the Adventures of Diva, Viva
and Fifa’ and will accompany the launch of her latest holiday
collection.
The publication will be sold for US$25 at DvF stores and online at
www.dvf.com, along with a $50 T-shirt and a $230 tote – all of
which will benefit the Vital Voices charity which supports women
entrepreneurs.
The comic aims to reflect and promote the message
psychology behind the collection. Furstenberg has apparently
always wanted to write a comic, she is quoted as sating: “I am
Diva, Viva and Fifa altogether, I am DVF,”. “It’s not so much that I
identify with each of them, though. The idea is that if you feel
insecure, look at yourself in the mirror, and through the reflection
remember to be the Wonder Woman you can be.
That’s my message.” This move is not only an unusual piece of
support marketing, but more pertinently uses a media type
that dovetails perfectly with the product it promotes.”

 MENU  Focus on… Luxury watch - 25th November 2008

Art as medium

Vivienne Westwood – Active Resistance to

Propaganda
Vivienne Westwood, the iconic English designer behind
the eponymous fashion brand that carries her name, is
continuing to promote and drive awareness of her
proclaimed ‘manifesto’, entitled Active Resistance to
Propaganda.
The concept, which includes ideas about art and culture
is played out as a dialogue between 25 different
characters (including Pinocchio, Aristotle and Alice of
Alice in Wonderland) aims to encourage all
intellectuals in the fight against propaganda and to
provoke discussion about contemporary art and its
possible future.
Dame Westwood is presenting the idea at universities
and museums across the UK in a bid to encourage them
to think about their work and try to make them think
about the future. The activity could be perceived as a
CSR initiative for the brand, which is being executed
in an alternative, bold way which fits with the
rebellious personality of the label.
http://www.activeresistance.co.uk/

 MENU  Focus on… Luxury watch - 25th November 2008

Art mentoring

Rolex Mentoring Scheme

Premium watchmaker Rolex has just announced the protégées that will make up its 2008/2009 mentoring program, ‘The Rolex
Mentor and Protégé Arts Initiative’. The brand’s scheme involves leading figures from the worlds of dance, film, literature,
music, theatre and the visual arts, who mentor young upcoming talents for one year allowing them to hone their abilities and help
them establish themselves. As government artist grants have recently been cut, this year’s scheme seems even timelier.
The project allows Rolex to connect with a younger more artistically literate target, while also upholding authority and existence
in a more figurehead role / position. It also allows the brand to align itself with high-end artistic pursuits and creates a very
emotional, ‘good’ standpoint – a tangible investment in creative development is being made.
Further details can be found at http://www.rolexmentorprotege.com/en/ which also gives details of the judging panel and this
year’s talents.

 MENU  Focus on… Luxury watch - 25th November 2008

Art mentoring

Swarovski: The Three Graces

Global crystal maker Swarovski is once again collaborating with well known art publication Tank Magazine for a
competition to find budding film makers and producers. ‘The Three Graces’ challenge, which is allowing the brand to
connect with a young, creatively liberal, style conscious audience, is an open call to all creatives within the moving image
space to develop a short film based on one of three bespoke tracks, by artists such as Metronomy and Giant Drag, which
have been created especially for the project.
Submissions will be judged on how characteristics of joy and radiant beauty are presented on the screen. The brand has
work closely with Tank magazine since 2004, in which time the experimental use of video and media platforms has
helped transform perceptions of the brand. Creatives interested in submitting work can register at the dedicated
website www.tankthreegracesfilms.com/.

 MENU  Focus on… Luxury watch - 25th November 2008

Art mentoring

Paul Smith Invests in Future Talent

Fashion designer Paul Smith has launched a CSR scheme
focusing on nurturing young creative talent both in the UK and
abroad. The designer is funding an exchange program for young
people studying at Nottingham Trent University, giving four students
the chance to fly out to the Bunka Women’s Institute, a private
university in Tokyo, where they will spend 10 weeks studying design.
As part of the initiative the selected students will also meet Paul
Smith himself, work with the Paul Smith Japan team, learn more
about the business and attend exhibitions and events in the
designer’s store there.
Two students from Japan will also be given the opportunity to study
a year long master’s degree in fashion futures at Nottingham Trent
University.
Paul Smith is an innovative and forward-thinking brand and by
making a genuine, tangible investment in the creatives of the
future this allows it to demonstrate a real commitment to its sector
as well as potentially training the latest generation of designers.
http://www.jupitercreative.co.uk/blog/2008/10/13/paul-smith-creative-exchange/

 MENU  Focus on… Luxury watch - 25th November 2008

Art mentoring

Swarovski Launches Annual Design Competition

Swarovski Elements has launched the 2008/09 edition of its
Enlightened web-based design competition, which invites
international jewellery and design lovers from across the globe
to share their ideas, creativity and unique jewellery designs.
Participants can log on to
www.enlightened-jewellery-design-competition.com/ and upload
existing designs or work with the virtual toolkit provided to
construct a pendant, based on models provided by the system
which incorporate the existing Enlightened - Swarovski
Elements genuine Topaz assortment.
The site not only utilizes the latest technologies in web
tools, but also acts almost as a social network and ‘hub’ of
designers, where creatives can create and showcase work,
network with other designers and give and provide feedback
creating a truly interactive experience.

 MENU  Focus on… Luxury watch - 25th November 2008

Co-branding/ partnership

Roberto Cavalli and Coca-Cola Light bottles in Italy

Iconic Italian fashion designer Roberto Cavalli has put his name
to a series of limited-edition Coca-Cola Light bottles, following
in the footsteps of other well known designers Jonathan
Saunders, Matthew Williamson and Julian Macdonald.
The run of 300,000 bottles will be distributed exclusively in Italy,
from September through to December, and the designer has
described the bold designs, which adopt his typical outlandish
style and signature animal prints, as ‘seductive and feminine’.
The collectors bottles should resonate well with the drink’s core,
loyal female customer base as the sexy, almost seductive
designs have strong feminine appeal.

 MENU  Focus on… Luxury watch - 25th November 2008

Co-branding/ partnership

Lexus and Fairmont Hotel partnership

Lexus has signed a strategic partnership with the Fairmont Hotel chain to offer its customers something ‘extra’
when staying at selected properties. ‘Hybrid Living Suites’, which are designed to fit with the values of the
Lexus hybrid vehicles, have been created at Fairmont Hotel properties in San Francisco and Washington with
both of the luxurious suites boasting furniture, bedding and towels made from organic, sustainable and renewable
resources and minibars are stocked with "biodynamic" wines and organic farmstead cheeses. As part of the
package, guests will also be provided with a Lexus LS 600h hybrid sedan at no extra cost. Meanwhile, for a
more routine hotel stay,
Lexus owners at 13 other boutique hotels across the country, all receive $100 vouchers for dining and spa services.
Those hotels also will offer no-charge access to Lexus vehicles to test drive.

 MENU  Focus on… Luxury watch - 25th November 2008

Co-branding/ partnership

Louis Vuitton - Commes des Garcons Pop Up Store in Tokyo

Legendary fashion brands Louis Vuitton and Comme des Garçons this week opened a hugely anticipated Pop-Up store in
the Aoyama fashion district of Tokyo, Japan to mark Vuitton’s 30th anniversary of retailing in the city. The temporary
outlet, which will be open until mid-December, adopts Commes des Garcon’s very urban, sleek styling and has been opened
to give customers the chance to order six one-off, very exclusive bags.
Orders for the accessories will be taken only at this one store, not by telephone or e-mail, and will be available for pick-up in
six to nine months at selected Louis Vuitton shops. Although both brands have very contrasting backgrounds and brand
philosophies, the collaboration will allow them both to target a fresh set of audiences and to build on and leverage the others
iconic status, the idea that the power of two is often better than one. This partnership’s core focus is about exclusivity,
an exclusive store with an exclusive range for an exclusive consumer set and is a clever idea as luxury consumers
increasingly demand new takes on the unique, one-off product experience.

 MENU  Focus on… Luxury watch - 25th November 2008

Customization

Fendi: Design Your Dream Baguette

To celebrate the 10th anniversary of its iconic baguette bag, Fendi invites consumers in the Asia Pacific region to
create their own designs online. This engaging and interactive experience leverages the trend for consumer generated
content and aims to inspire consumer creativity. An innovative ‘canvas’ computer design program is launched at a
dedicated microsite - www.fendi.com/10plus - where visitors can devise their own personal handbag design - choosing
different patterns, colours, logos etc.
Once designs are submitted, they can be saved and forwarded to friends, increasingly the virality of the activity.
Seven winners will be given the opportunity to visit the Palazzo Fendi in Rome, Italy and discover the whole design,
production, merchandising and retail processes first hand. A regional online banner ads drives traffic to the website.

 MENU  Focus on… Luxury watch - 25th November 2008

Digital marketing

Polo Ralph Lauren and Mobile Commerce service in the USA

Polo Ralph Lauren has this month become one of the first luxury retailers in
the US to launch a mobile commerce site and incorporate Quick
Response (QR) codes into its ads.
The QR technology (a two-dimension symbol that holds a large volume of
information and automatically connects the user to a specified internet portal
simply by holding their device over the given symbol or photographing it)
means that consumers will be able to link directly to Ralph Lauren’s
limited edition 2008 US Open Collection, and the Ralph Lauren Classics
online via scanning codes appearing in print ads, store windows and
mailers.
As well as offering a shopping functionality, the mobile site
http://m.ralphlauren.com also provides a Ralph Lauren Style Guide and
exclusive content including tennis videos and tournament articles – all of
which is accessible anytime, anywhere.

 MENU  Focus on… Luxury watch - 25th November 2008

Digital marketing

Louis Vuitton and Soundwalks

Leading designer accessories brand Louis Vuitton has
introduced its first digital product in the form of an
innovative and exciting travel project called
‘Soundwalks’ - a web 2.0 version of a conventional
city guide which consumers can download and save
onto their iPod.
Narrated by the calming voices of three of the greatest
icons of Chinese Cinema (Gong Li for Beijing, Joan
Chen for Shanghai and Shu Qi for Hong Kong), the first
series of Soundwalk take travellers on an intimate
journey into the lives of its narrators, who, while sharing
their stories give consumers a personal and direct view
of their cities.
The guides are available in six languages and
provide a vibrant and very personal experience.
This is a nice transition from the brand’s previous ‘A
Journey’ campaign (also its first use of TV) and
jetsetters can download their MP3 journeys at
http://louisvuittonsoundwalk.com.

 MENU  Focus on… Luxury watch - 25th November 2008

Innovative settings

Prada’s Space Transformer

Prada continues to build its legacy for innovation and originality with this new multifunctional space project called
the Prada Transformer. Exhibited in Seoul, South Korea, the space is a result of a collaboration with Dutch architect
Rem Koolhaas and AMO and the structure is designed to accommodate various art, cinema, and fashion
events.
Unlike anything ever seen before, the space is transformed by rotating and flipping the structure with cranes
into one of the four different floor configurations.
The form of the Transformer is derived from a Tetrahedron and when rotated each side facilitates a different cultural
program. Each of the four programs will function on unique steel framed shapes including a hexagon, a cross, a
rectangle and a circle. Thus, over the course of the exposition, floors will become walls and walls will become
ceiling.

 MENU  Focus on… Luxury watch - 25th November 2008

Innovative settings

Chanel’s New Home from Home

As part of the launch for its latest fragrance

No.5 Eau Premiere, which went on sale on 5
October, Chanel opted for an intimate ‘brand
home’ at a 250 metre square private
Parisian apartment.

Applauded set, window and interior designer

Jean-Marc Gaby was brought on board to
create the experiential party which aimed to
bring both the new scent and the heritage
of the brand to life.

The apartment featured a constant fountain

which sprayed drops of the new fragrance into
the air, a montage of large format photography
featuring the brand’s iconic figures - from
Marilyn Monroe to Nicole Kidman - and artfully
arranged test sprays.

 MENU  Focus on… Luxury watch - 25th November 2008

Innovative settings

BMW Hour Glass for the 7 Series launch

To mark the start of the hugely anticipated autumn build up to the launch of the new BMW 7 Series, the German
automaker has built the world’s largest hourglass in the Russian city of Moscow. The impressive and imposing
glass and acrylic construction is filled with 180,000 silver balls car and hoisted 40 feet above the ground in the city’s
Red Square.
The glass contraption, which has created much online buzz since it first went up, formed the focus of the Never
Stand Still launch party which saw the car unveiled to 400 invited guests and celebrities, as the balls slowly fed
through the hourglass and revealed the vehicle. See http://www.never-stand-still.com/

 MENU  Focus on… Luxury watch - 25th November 2008

Social networking

Maserati Video Podcasts

Maserati has launched a regular video podcast to keep consumers up to date with brand / company news.
Challenged to create a new channel of consumer communication and to provide engaging multimedia content that is
available on-demand, the initiative ensures that Maserati consumers 9and fans) are kept up-to-date with all product news
and developments.
The Video Podcast allows the automatic download of video and audio files using free software such as iTunes and
FeedReader. Content includes footage of new models, VIP events, and spectacular races - giving consumers ‘privileged’
access to fresh / exciting information. Subscribers can choose to watch the audio and video files straight away, save them
for another time or transfer them to a portable reader.

 MENU  Focus on… Luxury watch - 25th November 2008

Social networking

Sheraton and Microsoft Surface in the USA

Luxury hotel group Sheraton has partnered with computer giant Microsoft to launch ‘Microsoft Surface’ a
guest-only social networking hub in selected hotel lobbies across Boston, Chicago, New York, San Francisco
and Seattle. 30 inch computer table-like displays, which work with a mouse or keyboard, allow people to interact with
a wide range of content such as information on local retail stores and events (CityTips), as well as listening to music
(Sheraton Sounds) or watching videos whilst relaxing in the hotel.
The service, which is a nice way of providing consumers with branded utility – something useful and helpful for free, is
being promoted via signage in properties, as well as via booking emails and websites. By partnering with an expert in
another field who shares some core brand values, this also allows Sheraton to create a more powerful product. It may
be developed further down the line to include vouchers for local sites or attractions and offers from local restaurants.

 MENU  Focus on… Luxury watch - 25th November 2008

Social networking

Cartier: MySpace Love Collection

Cartier has extended the campaign for its iconic Love Collection, into the social networking arena and is using
MySpace to connect with a younger, more digitally savvy audience. The branded page features love-centric, exclusive
music from artists like Lou Reed and Marion Cotillard, as well as videos of interviews with them answering the question,
"How far would you go for love?"
The site also includes 12 short videos by famed French director Olivier Dahan and information on Cartier Love products.
This takes the Love Collection to the people, allowing them to interact with the brand in their own time and on a platform
where they actually chose and volunteer to be. People can add the Love Collection to their friends and post
messages on the page allowing a very vertical, intimate conversation.

 MENU  Focus on… Luxury watch - 25th November 2008