A review of:
NOW OPEN: Louis Vuitton Island Maison at Marina Bay Sands Singapore
Date Published: Monday, 19 September 2011
By Staff Writer
http://www.luxury-insider.com/luxury-news/2011/09/now-open-louis-vuitton-island-maison-at-marina-bay-sands-singapore
REVIEW and COMMENTS:
In september, earlier this year Louis Vuitton opened its "Island Maison" in the Singaporean bay.
The opening reunited a cleverly designed marketing mix ranging from the underlying mystery which preceded the event to the refined name of "Island Maison" adding a French touch to the well-known luxury brand. Of course, the whole event was supported by celebrities such as Chow Yun Fat and models as well as top executives.
The glass building is an 'island' of its own in Marina bay and is a luxury store under all aspects, with a private lounge and a terasse.
Comment:
As luxury brands are increasingly incorporating a cultural aspect in their brand image, the pavillon also contains a book store and rotating art exhibitions.
This is a good way of communication in my opinion as it is for the most part restricted to the upper luxury market and does not go into mass marketing. In other words purchasers of art masterpieces are usually undertaken by upper luxury consumers, meaning we are staying within the same target segment.
The luxury aura of the brand is maintained, as such an event fuels the dream-image of the brand amongst those who cannot or will not purchase the luxury brand, when they hear about it through the press or visit the exhibition and book store.
This type of communication is well developed.
Dear Charlotte,
RépondreSupprimerSomething that calls my attention is the rotating art exhibitions... which is really a good point to add to this New Louis Vuitton openning.
It is just amazing how this guys are bringing to this clients the French touch with an innovative overview.
And this type of clients would be the ones who have an interesting purchasing power and that are willing to buy art masterpieces.
I love your article and the way this french brand are doing business.
Louis Vitton sure knows how to be seen. Singapore is a place for the Luxury Brands to be. The idea of using art limits the "who can, who can't afford" and preservs the idea of exclusivity.
RépondreSupprimerYes! It is all about exclusivity that this world of luxury is about... in someways.
RépondreSupprimerIt should be noted that the marketing team of Louis Vuitton has always been their strong point and strategies they employ each time are extremely well worked out.
RépondreSupprimerOne of the best vitrine for the brand.
RépondreSupprimer