London – For the latest issue of its weekly e-magazine The Journal, online retailer Mr Porter commissioned Los Angeles artist Seth Armstrong to illustrate a series of classic, must-read books and the places in which they were set.
The result is a piece entitled Book Your Stay, which is both a travel feature and a reading list for Mr Porter’s literary consumers. The interactive editorial shows six classic novels that are inextricably linked with their settings. As viewers click through Armstrong’s colourful illustrations, they will see suggestions from Mr Porter about where to read each book and why you’ll enjoy it, as well as accommodation recommendations.
This is a prime example of a brand knowing its consumers. Mr Porter is selling a lifestyle that is both luxurious and attainable. Anyone can read Gringos by Charles Portis, but not everyone can read from a luxury cabana in Mexico.
In Stage 2 of our Luxury Matrix, to premiere at our forthcoming Luxury Futures Forum, we discuss the rise of luxury brands using intellectual and scholarly references to add a high-brow appeal for luxury consumers. For more, look out for our Luxury Futures report, coming to The Future Laboratory shop in early September.