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The leisure mindset has changed from intimate, relaxed, familial experiences to public, experiential and shared moments. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/5d1df615-fd29-488e-8504-9e1ef5a3c1a1/experience+design.004.png louis vuitton A range of 18-35 year olds—both luxury consumers and non—were surveyed, interviewed and invited to a workshop to understand what types of events, experiences and offerings would be most desirable. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/c8f2eff0-704b-42ab-a0be-dbdd311d59ba/experience+design.005.png louis vuitton Data affinitization process aggregating all secondary and primary research, organizing into larger themes to find key insights that produced 4 overarching principles for design. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/6acdff48-de67-40c6-bfe4-9e9ce14ceecd/experience+design.006.png louis vuitton Four key findings for designing luxury experiences. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/7f65c4b3-c368-4116-9ecb-a10becf39a2d/experience+design.007.png louis vuitton The final solution was to charge admission for traveling branded events as entry-level, awareness-building opportunities beyond major city centers. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/dd445689-96f2-4a90-9f53-4963f17332f4/experience+design.008.png louis vuitton Various concepts were introduced and proposed as part of the final solution. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/d4b9fbac-7fba-4065-abe2-2a265e24e674/experience+design.009.png louis vuitton The final framework design was explored in 3-dimensions where an experience broadly would fall under one of three themes of nature/art/fantasy, offered at a high, medium or low price or reward tier, as well as connected largely to one of three distinct needs (cognitive, aesthetic, transformation). Each of these dimensions can be mixed and matched to fit the location context and/or target guest. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/ea55d213-1b0d-45f2-a239-d25d77260d97/experience+design.010.png louis vuitton Used internally for analyzing event alternatives, each triangle acts as a weight to be adjusted along dimensions of length and width to make comparisons between different concepts. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/6bf6a741-0361-454d-8254-faee688e6c03/LV_SERIES3_SELECTS_0007_Layer-1-copy.jpg https://www.lahays.net/sothebys daily 0.75 2024-11-07 https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/bd58d844-3315-46d9-8fc3-626ef7929882/web+images.005.png sotheby's https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/ff2f3771-abd5-4c99-b8f9-902c1e399c13/sothebys.001.png sotheby's https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/051d1933-84f7-48ac-8ace-ee5c9ab8f235/sothebys.002.png sotheby's Aaker's model looks to define the identity of a brand along four dimensions. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/a210a588-3b81-47ab-897e-1993d913d911/sothebys.003.png sotheby's Kapferer's Prism offers a different perspective on brand identity, offering additional dimensions that separate internal from external perspectives along with differentiating between the source (brand) and receiver (audience/buyer). https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/43fbde0b-bcdf-4a49-98ce-8219d8259966/sothebys.004.png sotheby's Keller's Customer-based Brand Equity model offers another way to understanding brand building through brand identity (salience), brand meaning (performance and imagery), brand response (judgements and feelings), and brand resonance that establishes community and creates loyalty. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/546c7166-c7a5-42ce-bf5f-efa3c5c56e91/sothebys.005.png sotheby's Tribal marketing is seen in brands like Apple and many streetwear brands where, through the four elements, the brand becomes more like a religion for a tight community of loyalists. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/7bb1531c-345c-41b8-b09b-7a100c91871c/sothebys.006.png sotheby's Density is the untapped potential of a brand that works off selective awareness, nurturing the brand's rarity and exclusivity in order to maintain and preserve its aura. For a luxury brand, too much exposure can "exhaust" a brand's density making it seen as less desirable in the market. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/ea557f8f-e1e9-4404-810f-5c0e0b1435b1/sothebys.007.png sotheby's As Sotheby's prepares to become the place for the future collectors of tomorrow, it becomes important to shift it's mental space—who the ideal consumer is—to connect with a younger, more diverse collector and distinguish their contemporary image in the overall market. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/9b23c483-c96c-4166-bdc7-abf799ebc9cc/sothebys.008.png sotheby's The timeline shows the various milestones to implementing both an upwards and downwards strategy, proposed to preserve overall density. https://images.squarespace-cdn.com/content/v1/67266400040ca9295a4fd28b/5ba884ba-ca6b-4d94-9bbe-7fb11b4aff29/sothebys.009.png sotheby's Sotheby’s is a pioneer of excellence and integrity, seeking to promote a lifestyle of artistic expression in a global market through uniting collectors with world class works of art, from established to emerging artists. 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