mobi.luxe

... an exploration of mobile trends in luxury and prestige retail.

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“Savage Beauty” The Look Now x Alexander McQueen Retrospective Metropolitan Museum of Art

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morpheusmedia: Burberry Bespoke: Fashion House Heralds New Era Of Mass Customization The long-heralded ideal of mass customization by luxury and fashion retailers across the world has finally been made possible, with the introduction of the special interactive program by Burberry. The program, called “Burberry Bespoke,” is regarded as a welcome change from traditional forms of shopping. Customers will now be able to choose fabrics, patterns, designs, cuts and even colors. In addition, they will also be able to scroll through various options in collar styles, cuff straps and mink linings, among others.

morpheusmedia:

Burberry Bespoke: Fashion House Heralds New Era Of Mass Customization

The long-heralded ideal of mass customization by luxury and fashion retailers across the world has finally been made possible, with the introduction of the special interactive program by Burberry. The program, called “Burberry Bespoke,” is regarded as a welcome change from traditional forms of shopping.

Customers will now be able to choose fabrics, patterns, designs, cuts and even colors. In addition, they will also be able to scroll through various options in collar styles, cuff straps and mink linings, among others.

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David Lynch x Dom Pérignon

Filmmaker Gavin Elder’s Hyperreal Portrait of the Iconic Director’s Champagne Moment

Granted rare and uninhibited access to the creative process, Gavin Elder’s short captures auteur David Lynch at work shooting premier cuvée brand Dom Pérignon’s new campaign. Only the second living artist, after Karl Lagerfeld, to have shot a campaign for the luxury champagne house, Lynch made a pilgrimage to the revered Abbey of Hautvillers to take inspiration from the place where Dom Pierre Pérignon first combined wines to craft perfect blends—or “cuvees”—in the 17th century. After decamping to an L.A. studio, Lynch embarked upon an experimental shoot illuminating the iconic label’s crest and silhouetted bottle with showers of welding sparks, phosphorescent flames and lasers. Elder’s document of the resultant shoot is an audio-visual collage juxtaposing the screen icon’s voice with his own abstracted imagery. “David is somebody who is all about the pursuit of originality and experimentation, and that is what we wanted to get across in our film,” he says. “Lynch has such an interest in how sound marries with image; through that I feel we really accessed his approach.”

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David Lynch Creates Campaign for Dom Pérignon

LYNCH DOES BUBBLY: Fresh from flexing his decorating skills for hip, new Paris nightspot Club Silencio, David Lynch has created the new ad campaign for Dom Pérignon. Due for release in December in luxury lifestyle publications internationally, the campaign, with its ghostly sci-fi underworld-flavored landscapes, carries a characteristically dark and dreamlike Lynchian atmosphere. The movie director conceived a series of images for the LVMH Moët Hennessy Louis Vuitton-owned Champagne house. A two-minute behind-the-scenes video of the campaign will debut today or Friday on the LVMH-owned digital magazine Nowness.com. Lynch is no stranger to the luxury world, having over the past few years created films and installations for brands including Gucci, Dior and Cartier.

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createthegroup: Congrats to all of our clients strong representation in the @L2_ThinkTank Digital IQ Index with Burberry #1 & Kate Spade #2 both ranked as “Genius” and Donna Karan & Marc Jacobs are “Gifted”! “From live streams to runway shows to an arms race on social media platforms, brands are seeking the halo of innovation that comes from inspired online programming. However, most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy. Although 94 percent of brands in the Index have a presence on Facebook, one in five still lacks e-commerce capability.” —Scott Galloway http://l2thinktank.com/research/fashion-2011/

createthegroup:

Congrats to all of our clients strong representation in the @L2_ThinkTank Digital IQ Index with Burberry #1 & Kate Spade #2 both ranked as “Genius” and Donna Karan & Marc Jacobs are “Gifted”!

“From live streams to runway shows to an arms race on social media platforms, brands are seeking the halo of innovation that comes from inspired online programming. However, most fashion brands still approach digital as a series of pet projects rather than presenting a coherent multi-platform strategy. Although 94 percent of brands in the Index have a presence on Facebook, one in five still lacks e-commerce capability.”
—Scott Galloway

http://l2thinktank.com/research/fashion-2011/

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Sophisticated Game Mechanics for Luxury Mobile Marketing

                                    

The luxury consumer desires priority access to the brand that is exclusive and available only to a limited few.  Rewarding loyalty with exclusive access is at the heart of the luxury game mechanics strategic equation, with refinement taking priority over conspicuous competition.