Power of two:: LVMH Moët Hennessy Louis VuittonA founding partner in Viva Technologyplans to rationalize its prices and displays during the ninth edition of the Fair scheduled from June 11 to 14 in Paris.
Franck Le Moal, information director of the French luxury group, Gonzague de Pirey, Omnicanal chief and data manager of LVMH, and Hélène Freyss, director of group communications, organized a press breakfast on Monday to predict his presence.
Instead of separate demonstrations for innovations and start -ups, LVMH plans to present collaborations between 11 of its luxury houses – which include GuerlainTag Heuer, Louis Vuitton and Loro Piana – and 13 technology Partners under the banner, “LVMH Dreamscape: where the stories connect”.
“Luxury technology,” said Pirey.
The executive noted that it takes advantage of technology to optimize customer experience, burnling the opportunity of its brands and communicating its leadership in terms of ethical production and sustainable practices.
The Moal used the term “silent technology” to illustrate the main approach of the group: “When you enter a LVMH store, you will meet more and more technology, but you will not see it.”
The president and chief executive officer of LVMH, Bernard Arnault, must present one of the prizes on June 12, for which the jeweler Tiffany & Co. created the trophy.
The ceremony has been reduced to three Grands Prix: the best business price, the best impact price and the most promising startup.
GK Concept, one of the two start-ups at breakfast, posted an automated distributor for Dior Capture the total serum and a Givenchy perfume display which follows the way consumers interact with the four perfumes that can be sampled via chrome tubes.
Such technology can increase sales from 25 to 57%, according to Arthur Hagiage of GK.
Meanwhile, the Sonic narration is looming as the next border for luxury brands. Alexis Botaya, director general of the Sound Experience Division of Ircam Amplify, a start-up which was born from the French Institute dedicated to the search for music and sound, said that he used “psycho-acoustic” science to have an impact on emotions and behavior.
The start-up has already worked with Dior To create sound conceptions for Its Christmas windows at 30 avenue Montaigneand with Guerlain On sounds to accompany the discoveries of perfumes.