Luxury Exhibition: What Is The Logic Of Heavy Gold And No Admission?

You may think that these exhibitions are sponsored by museums and other venues to advertise for themselves. They have some cooperation in capital operation and can share costs.

But this is not the case. For LV, Chanel and other big names, these exhibitions are just their own pockets, and all the creativity comes from the inside of the brand.

"Mainly to ensure that people are interested in (brand).

Chanel CEO Bruno Pavlovsky told the financial times, "this is an opportunity for the public to understand the story behind them.

We want young people to be interested in fashion, too.

This allows us to convey the best message to the new generation, when you are in a digital era, there is no time to savor little details.

Pavlovsky shows the essence of the exhibition.

The relationship between the brand and the general public does not mean that luxury brands want to sell everything to everyone. They just want to make their craft and creativity more widely circulated and never serve their brand image.

Therefore, in order to better achieve the goal of building brand image in front of young people, luxury brands are beginning to integrate new electronic technology into the exhibition.

For example, Chanel's "Ladies exclusive" exhibition encourages visitors to release photos on social media, and the LV series 3 also adopts a variety of virtual reality.

Form.

Of course, there are also some exhibitions on the market which are not derived from the inside of the brand, such as the exhibition of Mai Kun, which is a mess of fire, the beauty of the wilderness.

It was founded in 2011 by the Andrew Bolton of the Metropolitan Museum of New York. Later, it was too successful to go to the V&A Museum in London.

There are some limitations in McQueen's model.

They also have their own plans and plans.

It is understood that the Chanel brand will issue many exhibitions applications to different museums every year, but the final cooperation is just a few.

Over time, the focus of the brand gradually shifted to its own exhibition.

"When you and a

When it comes to challenges, it is difficult to guarantee neutrality and independence.

Sonnet Stanfill, the fashion curator of V&A, said in an interview that the brand's own exhibition advantage is very obvious. "These brands have their own archives, so there seems to be an infinite collection to choose from.

Because they have no limitations to discuss with other museums, they have greater freedom in how to display them. "

According to Nicolas Ghesquiere, creative director of LV, the exhibition of LV series 3 is the internal meaning of LVMH group. "They asked me to think about how to introduce my work and how to explain my imagination in different ways.

The exhibition is more like a new marketing tool. Its goal is not simply to expand the consumer base, but also to educate the market.