Daily Archives: April 18, 2012

And so Apple is getting the final ingredient in the arsenal of a luxury brand: a fragrance. Admittedly, it wasn’t developed by the company itself; it was commissioned from a scent manufacturer called Air Aroma by an Australian art collective called Greatest Hits as part of a gallery installation. Still, it pretty much confirms what we already knew about that brand: that it has transcended tech to become part of an individual’s socio-political identity — and hence open to artistic commentary. Now, what’s Apple going to do about it? After all, it may sound conceptual, but I think it has quite powerful real-world applications.  

Briefly in Milan for the furniture fair, I was chatting at a Poltrona Frau dinner to Luca di Montezemolo, whose private equity firm Charme owns Frau, when he announced happily that this weekend he and Diego Della Valle, chairman of Tod’s (along with Gianni Punzo, Bank Intesa Sanpaolo, Generali and the French rail company SNCF), will become the proud parents of yet another luxury item: Europe’s first fully privately-owned high speed luxury train

The new NTV high-speed Italo train. Image by Getty

The new NTV high-speed Italo train. Image by Getty