I went to the sustainable luxury fair in Paris and exhibition which marked me most was the Island (E) Motion. It's a breathtaking concept produced by the MCM Design Studio of Switzerland and is a giant island yacht, a concept centered around sustainable development and the planet.
In my opinion, this is the ideal road a luxury brand can take:
- It shapes the focus of the future affluents on new markets towards sustainability (The luxury markets are in countries which are near the sea/ocean
- Luxury brands can afford to have an additional cost on their products as this often even drives demand positively (Veblen effect); so why not invest it in sustainability?
- Being a mobile device, it produces much promotion around itself and increases public awareness
- It rethinks the concept of time; instead of focusing on the concept of speed, it focuses on drifting slowly (almost like the slow food movement for yachts).
- Where is a better place to start than with the sea, so rich in biodiversity?
As a conclusion, I was in awe to discover this concept and have a particular admiration for this studio!
Click here to see the link
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