When Louis Vuitton Malaysia – Sellection determined to supplement their providing with writing units lower back in 2013 many pen aficionados frowned. It changed into visible nearly like an invasion of a natural dominion with the aid of using the commercialization of large style manufacturers.
Why might Louis Vuitton pass on to fabricate writing units? And changed into this desirable or awful information for the writing units community?
When Marc Jacobs assumed the innovative director function of the famed Louis Vuitton a brand new generation changed into starting for the French Maison. An American with a eager experience of style however additionally a remarkable businessman with a international vision, Jacobs refreshed the photo of the agency. Over the path of his time at Vuitton, he hooked up many a success partnerships with main artists, like Takashi Murakami or Stephan Sprouse that translated into amazing achievement for the emblem, and its determine agency LVMH. This fecund path driven the emblem into the twenty first century.
One of the brand new pillars withinside the international domination approach changed into branching out into all classes you can imagine: small leather-based goods, add-ons, equipped to wear, shoes, jewelry and timepieces, eyeglasses, books and writing even. So Louis Vuitton increasing into writing units would not come as a marvel really. However it’s miles extra to it.
After years of rich enlargement into the Eldorado of East Asia, Louis Vuitton Malaysia – Sellection photo lower back domestic in its European hinterland had started to suffer. Whilst in Asia the emblem has end up one of the most up to date possessions to have in Europe and different Western markets Vuitton got here to be related to conspicuous intake and excess. The western society while has spawned maximum of the large bucks – large call manufacturers is relatively restrained. Understatement is an intrinsic a part of fashion and elegance. Big flash monograms are as an alternative awful taste.
Any sturdy emblem has to refresh its photo from time to time. “You need to marvel and amuse, in any other case you end up boring,” declared Marc Jacobs the Paris Fashion Week in 2012. So a great manner to refresh that photo is to head lower back to roots and pop out with a brand new narrative. And right here is wherein luxurious pens come into scene.
The goal isn’t to tackle Montblanc as a few suggested. Writing units gift a completely unique possibility to construct an photo of customer of arts and subculture. Making a income might be secondary (having stated that I’m positive it’s miles pretty profitable). What is vital is to consolidate the photo of the emblem. The timing is ideal because the nostalgia of travel, exploration and of path writing is creating a comeback. Nostalgia is a effective device in marketing.
In 2012 Louis Vuitton inaugurated in Paris, a brief literary exhibition entitled L’Ecriture est un Voyage (‘Writing is a Journey’) showing art work and a choice of books at the subject matter of literature and travel.
Off the lower back of that exhibition in 2013, the emblem has opened an experimental 12 months most effective boutique committed to writing units and desk bound. Called Cabinet d’Écriture it changed into primarily based totally in the trendy Saint Germain des Prés. The place made experience at it changed into the conventional vicinity wherein intellectuals might meet to alternate thoughts and create records withinside the process. The well-known Café de Flore, wherein Ernest Hemingway or Truman Capote scribbled of their notebooks is simply spherical the corner. Moreover Hemingway himself had a custom made trunk with the aid of using LV wherein he saved this treasured writing accoutrements and books. So literature, writers and writing units had been related to the emblem for the reason that lengthy ago.
To have fun the hole of the brand new store, the House commissioned a dozen French novelists to write down quick testimonies for a set primarily based totally at the anciental Gaston-Louis Vuitton’s trunks.
When Breguet determined they need a high-quality pen they went to Montegrappa. When Smythson of Bond Street desired a high-quality pen they went to Yard-O-Led. Louis Vuitton went to S.T. Dupont. The deal is as an alternative widespread for Dupont however each groups refused to reveal any info concerning the deal.
The new variety of writing units promised innovation, best and luxurious. The fountain pens have a patented system (it is doubtful if it belongs to S.T. Dupont or LV) which prevents them from leaking whilst touring in fashion at excessive altitude. It is thought that fountains have a messy dependancy of leaking because of adjustments in air pressure. The finish, sample and layout is Dupont degree however Vuitton feel. In my opinion a lucky marriage of best and fashion.
The resolutely present day and modern units include aluminium, gold, palladium finish, iridium tipped nibs, guilloche, enamel, individual skins and extra. Some are made in France while different in Germany.
There are 3 collections Spirit of Vuitton, Cargo and Grand Tour; plus a version for agendas. Each series includes a distinct connection with touring. Cargo and Grand Tour are apparent while the Spirit of Vuitton references the Louis Lindbergh plane.
To hold the exclusivity there aren’t anyt any 1/2 of measures. The inkwells on provide are made in Baccarat crystal. The desire is wealthy and innovative. Brun Ténébreux the emblematic shade of Vuitton is to be had alongside different poetically sounding inks like Gris romantique, Blue sibylin, Violet malicieux, Blue rêveur, Rose espiègle, Rouge connoisseur and Or audacieux. We are informed that the purpose why the ink flows thoroughly is due to the fact it’s miles in particular formulated with colorants that don’t clog the nib and feeder of the pen.
If the proper spots are discovered the agency plans to open writing units and desk bound shops in Tokyo and New York. This shows the emblem’s dedication however additionally has industrial rationales. The luxurious desk bound emblem Smythson of Bond Street is a superb instance of rich luxurious desk bound business.
Whilst vintage college pen fans would possibly stay suspicious in the direction of large style manufacturers we accept as true with that that is the manner ahead for writing units. Reinvent themselves, just like the luxurious watch enterprise withinside the ’90s, from utilitarian items into cool style add-ons or chance turning into outdated, beside the point and die like such a lot of anciental pen groups.
Iunal Giumali is editor of Penficionado ([http://www.penficionado.com]), the highest quality on line supply of writing units and one of the maximum unique companies of pen associated content material.
Iunal has extra than ten years enjoy in luxurious goods, 5 of which he spent operating in Harrod’s writing units and watches departments.
Penficionado is London primarily based totally however this undertaking is most effective viable way to a small worldwide crew of modern photographers and modern questioning writers and contributors. We paintings intently with the quality manufacturers to make sure excessive best content material is brought to you.
As a lot as we’re approximately luxurious pens, we also are approximately layout, artwork and subculture and yes, sub-subculture. So, occasionally you would possibly see an unconventional tackle our testimonies.