Material World

A Louis Vuitton store

We all know that film stars such as George Clooney and Uma Thurman have ambassadorial relationships with luxury brands that require their presence at various openings and launches, but the above headline does not refer to “movie stars” and “mega stores”, but actual movies in stores. This is an arresting new development.

To be specific: the flagship superstore is getting yet another special feature. After cafes and restaurants (Armani, Gucci), concert halls (Chanel), bookstores (Marc Jacobs, Armani), and art galleries (LV), comes actual film theatres. Louis Vuitton has announced that their new maison in Rome will “house a small cinema showcasing art films from contemporary artists.” Beat that, rival luxury brands!

As it happens, the new store is in the shell of an old movie theatre, so it wasn’t a giant conceptual leap, but nevertheless it is a first for a luxury name, and it has piqued my interest for a number of reasons.

• First, the bells and whistles luxury superstores tend to be concentrated in Japan and China, and this new LV bricks and mortar establishment is in the heart of old luxury/economic crisis land. It’s a pretty clear statement of intent (and putting your money where your mouth is) about Vuitton owner LVMH’s belief in traditional luxury markets – not to mention yet another French incursion into Italian luxury territory, following the purchase of Bulgari by said LVMH, and Brioni by LVMH rival PPR.
• Second, it follows Conde Nast’s announcement that they are starting a film and television division to leverage their editorial products, including editors, in a new medium. Clearly, luxury has moved beyond simply buying celebrities or dressing them, on or off screen, to thinking about how they can use their own celebrity to pull people in.
• And finally, it gives a clue to the extent to which LVMH, which has dabbled in short films via Dior and its on-line series, and backed an entire standalone website, Nowness, that focuses on shorts, believes that film will be a powerful medium for fashion going forward.

So here’s what I want to know: when are they going to start producing features? And why hasn’t Hollywood figured this out, and come calling? Just think of the marketing potential on the one hand – Gucci or Pucci or Fendi above the credit line of a blockbuster, next to “Paramount” or “Lionsgate” – and the audience on the other: consumers who come to buy a handbag (so much more gratifying than popcorn) and stay to watch an Oscar contender.

With the Vuitton store opening late in January 2012, I think it’s just a matter of time.