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One of the biggest challenges for luxury brands is how they preserve their aura of exclusivity in the digital domain. If you walk around a high end shopping district, you will see the investment luxury brands make in their retail experience. The luxury boutique is not where you go to buy, it is where reverent consumers pay homage to the brands they idolise. But how do you replicate that quasi religious experience when that same customer goes online and Google serves up pages of fake products, poorly merchandised wholesalers, and amateur review forums?
I was stopping in Hong Kong for a few days en route to the US, and decided to check out Zaha Hadid's futuristic art installation for Chanel. It was superlative. I've been interested in watching the trend of luxury brand collaborating with contemporary artists for a while. TheMobile Art Container concept takes it a step further.
© 2013 Tomorrow Limited