The artistic dimension of Luxury is very important. In December 2015, I have created a concept inspired by Dali’s, the Persistence of Memory. I worked with an external designer to create the collection, designed packaging and directed marketing video to convey the spirit of the brand and the story of the collection.
The success of this limited collection launched was great, not so much in the commercial aspect (sales/profits) but in the impact it had to brand’s fans. Through digital media and the teaser video that has been created the brand managed to communicate the intangible values of the Brand such as design and true craftsmanship and achieved great visibility in the social media.
This collection presented a series of jewelry that were melted watches displaying the numbers “1” and “6” that make an allusion to the year 2016. Beyond the artistic and aesthetic dimension of the product, some technical characteristics have been defined, in order to not only increase the commercial potential of the collection, but also enhance the value of the brand. In order to create a prestigious sense of exclusivity, this collection was launched in limited edition (200 pieces of each SKU) and at the same time, the serial number of each item was engraved.
The Winged Victory of Samothrace, also called the Nike of Samothrace, is a marble Hellenistic sculpture of Nike (the Greek goddess of victory), that was created about the 2nd century BC. Since 1884, found in an excavation on the Greek island of Samothrace, it has been prominently displayed at the Louvre and is one of the most celebrated sculptures in the world for its dramatic and masterful display of movement and form. The Nike of Samothrace is one the Louvre’s most beloved treasures today.
The conception of this collection came from the Spartan King Leonidas who died during the Battle of Thermopylae. Although Leonidas lost the battle, his death at Thermopylae was seen as a heroic sacrifice because he sent most of his army away when he realized that the Persians had outmaneuvered him. 300 of his fellow Spartans stayed with him to fight and die.