The best of 2011: The top three luxury Seeds of the year

The best of 2011: The top three luxury Seeds of the year

The best of 2011: The top three luxury Seeds of the year

#4999 / 0

London, New York, Miami – I have chosen my three favourite luxury-related Seeds for their collective theme of Revivalism. All of them show how luxury brands need to celebrate provenance and make it relevant for the technology-savvy consumers of the future.

In September Luxury menswear brand Dunhill launched its autumn/winter advertising campaign, Voice, which was notable for the brand’s enthusiastic approach to embracing new technology. By using Aurasma technology to bring its campaign to life on mobile devices, Dunhill presented a snapshot of the changing nature of how we consume media. Readers could download the app, then view the images from the campaign catalogue using their devices. The pictures became animated as the high-achieving men profiled gave short monologues.

In a sign of the digital age touching all walks of life, Italian fashion house Valentino has created a virtual museum. The Italian designer has joined the luxury engagement world of digital branded spaces with his downloadable desktop application. The Valentino Garavani Virtual Museum highlights almost 50 years of the designer’s work through immersive galleries housed entirely online. Users can navigate a series of rooms, organised by theme and rendered in 3D that in the physical world would stretch to more than 10,000 square metres.

I was shocked into a mild state of awe by this year’s Design Performance project at Design Miami/ 2011, again at the invitation of luxury fashion house Fendi. German designer Elisa Strozyk and artist Sebastian Neeb made use of the grainy textures of leather and wood for their collaborative work called Craft Alchemy, creating 3D applications to adorn classic pieces of 18th-century furniture. By taking antiques with a history and repurposing them for the 21st century, combining and superimposing new and old ideas of craft, they produced pieces that are immediately contemporary.

Discover More News
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

News

Vattenfall and Samuel L Jackson’s seaweed snack is grown on wind farms

Swedish energy company, Vattenfall has teamed up with actor Samuel L Jackson to launch Wind Farmed Seaweed Snacks, a limited-edition delicacy grown...
Visual : Sweden : Energy
Happy Head debuts DNA-based system for personalised hair growth

News

Happy Head debuts DNA-based system for personalised hair growth

Happy Head has launched StrandIQ, the world’s first dermatologist-developed hair growth system powered by genetic analysis, giving patients tailore...
Health : Wellness : Happy Head StrandIQ
Stat: Luxury consumers’ optimism is improving amid global slowdown

News

Stat: Luxury consumers’ optimism is improving amid global slowdown

Saks’ latest Luxury Pulse survey shows rising confidence among luxury shoppers, with more than half planning to maintain or increase their spending...
Stat : Statistics : Statistic
Louis Vuitton brings La Beauté to life with immersive Soho pop-up

News

Louis Vuitton brings La Beauté to life with immersive Soho pop-up

Louis Vuitton has marked the launch of its first cosmetics line with a limited-time pop-up in New York’s Soho, transforming 104 Prince Street into ...
Retail : Luxury : Beauty
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday
Stat: US adults are losing confidence in capitalism 

News

Stat: US adults are losing confidence in capitalism 

Stat : Statistic : Money
Knight Frank’s research signals the rise of wellness in luxury real estate

News

Knight Frank’s research signals the rise of wellness in luxury real estate

In The Residence Report, released in September 2025, global real estate consultancy Knight Frank explores the future of luxury residential developm...
Luxury : Real Estate : Wellness
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN