News 27.07.2023

News

LVMH sponsors the 2024 Paris Olympics, BMW’s VR platform and why YouTube users prefer commentary from creators to events.

LVMH sponsors 2024 Olympics in a power move for the luxury sector

La Mission by LVMH, Paris, France

France – Luxury powerhouse LVMH will sponsor the Paris 2024 Olympic and Paralympic Games, cementing the group’s presence in sports and entertainment.

If it feels like LVMH is muscling into every sector, it is because the French conglomerate is. After developments in travel, hospitality and culture, LVMH will be a Premium Partner of the world’s most influential sporting event. The luxury conglomerate wants to be the Artisan of All Victories for the Olympic and Paralympic Games, which will kick off in July 2024 in Paris, by means of a multi-faceted partnership.

So far, the group has confirmed that jewellery house Chaumet will oversee medal design, Moët Hennessy will be a partner for wines and spirits, and Sephora will host activations for the public during the Olympic torch relay. LVMH is also committed to working with French NGOs to fund programmes giving access to sports to underprivileged children.

The grand ambitions of the luxury conglomerate, promoting French excellence and getting involved in a wealth of initiatives, spotlights how luxury is reaffirming its power through cultural clout.

Strategic opportunity

Luxury businesses can learn from LVMH’s affiliation with the Olympic and Paralympic games, reflecting how, at their scale, they can put their creativity, know-how and art de vivre to work for activations outside the remit of their core business

BMW introduces VR platform to experience new electric scooter

Germany – BMW Motorrad, the motorcycle brand and division of the German automotive manufacturer, is embracing the future of mobility with its electric eParkourer scooter, the BMW CE 02, aimed at young urban riders.

To offer enthusiasts a unique experience, the automotive manufacturer has launched the BMW Motorrad MetaRide, a digital brand space in virtual reality. The platform allows motorcycle fans’ avatars to ride and explore the CE 02’s abilities, providing an immersive and interactive experience.

The virtual world in BMW Motorrad MetaRide mirrors real-life environments, offering virtual test rides on the scooter. Users can also engage in activities like playing basketball, collecting tokens and earning stylish clothing for avatars. The company’s digital space will soon expand to include other BMW Motorrad products.

In Auto Entertainment, we previously analysed how the car sector turns to virtual platforms, extended reality and even cryptocurrencies to create immersive and entertaining experiences in and out of their vehicles.

MetaRide by BMW Motorrad

Strategic opportunity

The automotive industry should consider how to enter the gaming skin market – set to reach £57.5bn, ($74.4bn, €67.1bn) in 2025 according to Statista and Juniper Research – by releasing digital versions of each vehicle and branded clothing and accessories ready to be used by digital avatars

Stat: Half of YouTube users prefer commentary from creators to events

Photography by Ron Lach Photography by Ron Lach

Global – YouTube’s newly released 2023 Culture and Trends Report has unveiled an intriguing trend among its users. According to the report, 54% of surveyed individuals prefer to watch content-creators offer commentary on major events like the Oscars or Grammys, rather than watch the events themselves, showing the strength of the Live-stream Market.

Conducted by YouTube’s culture and trends team in collaboration with Ipsos, the survey included responses from online adults aged 18–44 and Gen Z online users aged 18–24 from 14 countries, including the US, the UK, Australia, India, Japan and Mexico. The study delves into fandom levels, distinguishing casual fans from more active ones, and even identifies a group of ‘professional fans’ who create content for a wider audience. Fans of Star Wars, for instance, might remix the content, using AI to envisage how the film would look if directed by a film-maker like Wes Anderson.

In addition, the report shows the impact of technologies and trends on content consumption. Closed captioning, multilingual content and AI-driven enhancements like improved pronunciation are changing how users experience videos.

Strategic opportunity

Consumers are no longer impressed solely by celebrities and red carpets, but are looking for nuanced and authentic opinions from taste-makers and influencers. Businesses need to ensure they forge partnerships with the right content-creators that resonate with their target audiences

Previous News Articles
Polaroid champions an analogue way of living amid AI hype

News

Polaroid champions an analogue way of living amid AI hype

Polaroid has launched The Camera for an Analog Life, a campaign designed to push back against screen fatigue and AI overload. The initiative celebr...
Technology : Design : Advertising
Zalando shifts from algorithm discovery to beauty expert authority with Insider’s Edit

News

Zalando shifts from algorithm discovery to beauty expert authority with Insider’s Edit

Zalando is rethinking how it sells beauty with the launch of Insider’s Edit, a new shoppable content series that blends expert advice with curated ...
Beauty : Retail : Fashion
Stat: AI’s impact on traditional search is already impacting ad spend

News

Stat: AI’s impact on traditional search is already impacting ad spend

As AI agents begin making purchases on behalf of consumers, retailers must redesign websites and rethink advertising strategies to remain visible a...
Technology : Retail
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN