How and why Louis Vuitton are trying their hand at excellent pens.
When Louis Vuitton decided to complement their presenting with writing gadgets back in 2013 many pen aficionados frowned. It changed into seen nearly like an invasion of a pure dominion with the aid of the commercialization of big style brands.
Why might Louis Vuitton move on to manufacture writing devices? And turned into this suitable or awful news for the writing devices network?
When Marc Jacobs assumed the creative director function of the famed Louis Vuitton a brand new generation was starting for the French Maison. An American with a keen feel of favor but additionally a excellent businessman with a worldwide vision, Jacobs refreshed the photo of the enterprise. Over the path of his time at Vuitton, he established many a success partnerships with main artists, like Takashi Murakami or Stephan Sprouse that translated into superb achievement for the brand, and its discern company LVMH. This fecund route driven the logo into the 21st century.
One of the new pillars inside the world domination strategy turned into branching out into all categories you may believe: small leather-based items, accessories, ready to put on, shoes, jewellery and timepieces, eyeglasses, books and writing even. So Louis Vuitton expanding into writing contraptions would not come as a marvel actually. However it’s far greater to it.
After years of rich growth into the Eldorado of East Asia, Louis Vuitton’s photograph lower back home in its European hinterland had begun to suffer. Whilst in Asia the emblem has emerge as one of the freshest possessions to have in Europe and other Western markets Vuitton came to be associated with conspicuous consumption and extra. The western society at the same time as has spawned most of the big bucks – massive name brands is noticeably confined. Understatement is an intrinsic a part of style and elegance. Big flash monograms are alternatively horrific taste.
Any robust emblem has to refresh its photograph once in a while. “You need to wonder and amuse, in any other case you end up boring,” declared Marc Jacobs the Paris Fashion Week in 2012. So a terrific way to refresh that picture is to go lower back to roots and pop out with a brand new narrative. And right here is where luxury pens come into scene.
The aim isn’t always to tackle Montblanc as a few recommended. Writing instruments gift a unique possibility to build an image of consumer of arts and culture. Making a profit is probably secondary (having said that I’m positive it is pretty worthwhile). What is crucial is to consolidate the picture of the emblem. The timing is right because the nostalgia of journey, exploration and of course writing is coming round again. Nostalgia is a effective device in advertising.
In 2012 Louis Vuitton inaugurated in Paris, a transient literary exhibition entitled L’Ecriture est un Voyage (‘Writing is a Journey’) showing art work and a diffusion of books on the topic of literature and tour.
Off the again of that exhibition in 2013, the logo has opened an experimental twelve months handiest boutique devoted to writing contraptions and stationary. Called Cabinet d’Écriture it was based in the stylish Saint Germain des Prés. The place made experience at it turned into the conventional place wherein intellectuals could meet to alternate ideas and create history in the method Custom Made Jewellery. The well-known Café de Flore, wherein Ernest Hemingway or Truman Capote scribbled in their notebooks is simply round the corner. Moreover Hemingway himself had a custom made trunk by means of LV in which he stored this valuable writing accoutrements and books. So literature, writers and writing gadgets had been related to the logo when you consider that long ago.
To have fun the hole of the new save, the House commissioned a dozen French novelists to write short testimonies for a group primarily based on the historical Gaston-Louis Vuitton’s trunks.
When Breguet determined they want a quality pen they went to Montegrappa. When Smythson of Bond Street wanted a pleasant pen they went to Yard-O-Led. Louis Vuitton went to S.T. Dupont. The deal is alternatively extensive for Dupont but each agencies refused to disclose any info concerning the deal.
The new range of writing units promised innovation, fine and comfort. The fountain pens have a patented device (it’s unclear if it belongs to S.T. Dupont or LV) which prevents them from leaking whilst visiting in fashion at excessive altitude. It is understood that fountains have a messy habit of leaking because of adjustments in air stress. The finish, sample and design is Dupont stage however Vuitton feel. In my opinion a lucky marriage of high-quality and fashion.
The resolutely modern and revolutionary units include aluminium, gold, palladium end, iridium tipped nibs, guilloche, enamel, extraordinary skins and more. Some are made in France at the same time as other in Germany.
There are 3 collections Spirit of Vuitton, Cargo and Grand Tour; plus a version for agendas. Each collection consists of a one of a kind reference to journeying. Cargo and Grand Tour are apparent whilst the Spirit of Vuitton references the Louis Lindbergh aircraft.
To retain the exclusivity there aren’t any half measures. The inkwells on provide are made in Baccarat crystal. The choice is wealthy and creative. Brun Ténébreux the emblematic color of Vuitton is available alongside different poetically sounding inks like Gris romantique, Blue sibylin, Violet malicieux, Blue rêveur, Rose espiègle, Rouge gourmand and Or audacieux. We are advised that the motive why the ink flows thoroughly is due to the fact it’s miles in particular formulated with colorants that do not clog the nib and feeder of the pen.
If the right spots are found the agency plans to open writing contraptions and desk bound shops in Tokyo and New York. This indicates the logo’s dedication but additionally has industrial rationales. The luxurious desk bound emblem Smythson of Bond Street is a great example of rich luxurious desk bound business.
Whilst vintage faculty pen fans would possibly continue to be suspicious toward massive fashion manufacturers we accept as true with that that is the manner forward for writing instruments. Reinvent themselves, similar to the luxury watch enterprise inside the ’90s, from utilitarian objects into cool style accessories or chance turning into outdated, inappropriate and die like so many ancient pen organizations.
