Making space count: Which brands are doing it best this summer?
By Macro Passoni I have long been a proponent of the power of pop-ups to create both exquisite brand experiences and generate an engaging way to use space and disrupt shopper journeys. In recent years, luxury brands have begun to bring their experience to life for travellers in holiday resorts around the world, and I […]
I am the customer who will never come back
By Marco Passoni Sam Walton, the founder Wal-Mart, once started a training program for his employees, and he started every programme with these words: I am the man who goes to a restaurant, sits at the table and waits patiently while the servant does everything except write down my request. I am the man who […]
The keys to unlocking a desirable and engaging brand experience in 2024
By Marco Passoni There is no doubt that brands are working hard in both the luxury and travel retail sectors in 2024, but I increasingly find myself asking if, in travel retail certainly, they are working in the right way. Or even, are some working as hard as they claim? Think back to your last […]
Louis Vuitton The Place and why in-store experience needs some real innovation
By Marco Passoni Is there a better example of a brilliant physical retail experience than LV The Place from Louis Vuitton, which opened its doors in Bangkok last week? Not merely a restaurant, bar, or a run-of-the-mill luxury store, this stunning space breaks down and disregards traditional boundaries to embody elements of each in what […]
What sets truly great brand experiences apart in 2024?
The latest edition of the Lyst Index has recently been released and, as always, I found it made for interesting reading. The list, which is a ranking of fashion’s “hottest” brands and products is a measuring stick of which brands are doing well – and what it is that sets them apart in the market. […]
The cult of personality: How celebrity brands are rewriting the rules on experience and storytelling
By Marco Passoni There are very few people in the world who can inspire enthusiasm and engagement like the modern celebrity. Since social media opened up their lives to the public, some have shied away, but many have leveraged their platforms to become media powerhouses in their own right. And in today’s culture, where more […]
How to stand out when ‘special’ is becoming the norm
By Marco Passoni “You are unique. But so is everyone else.” This adage applies to many of the brands working in both the luxury and travel retail sectors today – and it is, for me, at the heart of a problem which is blighting both industries. As you look at the luxury and travel retail […]
Creating culture: Why I am no longer talking about products
By Marco Passoni I read an excellent piece last week with Golden Goose CEO Silvio Campara, where he told Business of Fashion that “culture is the new luxury”. This is a brilliant example of how brands which are truly innovative, such as Golden Goose, are looking at the market today in a whole new way […]
