When Louis Vuitton Malaysia determined to supplement their supplying with writing devices returned in 2013 many pen aficionados frowned. It changed into visible nearly like an invasion of a natural dominion through the commercialization of massive style manufacturers.
Why could Louis Vuitton cross on to fabricate writing devices? And changed into this appropriate or horrific information for the writing devices 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 feel of style however additionally a superb businessman with a worldwide vision, Jacobs refreshed the picture of the enterprise. Over the route of his time at Vuitton, he hooked up many a success partnerships with main artists, like Takashi Murakami or Stephan Sprouse that translated into top notch fulfillment for the emblem, and its discern enterprise LVMH. This fecund route 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 may 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 devices would not come as a marvel really. However it’s miles greater to it.
After years of rich enlargement into the Eldorado of East Asia, Louis Vuitton’s picture returned domestic in its European hinterland had all started to suffer. Whilst in Asia the emblem has come to be one of the freshest possessions to have in Europe and different Western markets Vuitton got here to be related to conspicuous intake and excess. The western society even as has spawned maximum of the massive bucks – massive call manufacturers is notably restrained. Understatement is an intrinsic a part of fashion and elegance. Big flash monograms are instead horrific taste.
Any robust emblem has to refresh its picture from time to time. “You ought to marvel and amuse, in any other case you come to be boring,” declared Marc Jacobs the Paris Fashion Week in 2012. So an amazing manner to refresh that picture is to head returned to roots and pop out with a brand new narrative. And right here is wherein luxurious pens come into scene.
The intention isn’t to tackle Montblanc as a few suggested. Writing devices gift a completely unique possibility to construct an picture of client of arts and lifestyle. Making a income might be secondary (having stated that I’m certain it’s miles pretty profitable). What is essential is to consolidate the picture of the emblem. The timing is right because the nostalgia of travel, exploration and of route writing is creating a comeback. Nostalgia is a effective device in marketing.
In 2012 Louis Vuitton Malaysia inaugurated in Paris, a transient 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 returned of that exhibition in 2013, the emblem has opened an experimental twelve months most effective boutique committed to writing devices and desk bound. Called Cabinet d’Écriture it changed into primarily based totally in the stylish Saint Germain des Prés. The area made feel at it changed into the conventional place wherein intellectuals could meet to trade 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 through LV wherein he saved this treasured writing accoutrements and books. So literature, writers and writing devices were related to the emblem due to the fact lengthy ago.
To have fun the hole of the brand new store, the House commissioned a dozen French novelists to write down quick tales for a set primarily based totally at the anciental Gaston-Louis Vuitton’s trunks.
When Breguet determined they need a exceptional pen they went to Montegrappa. When Smythson of Bond Street desired a exceptional pen they went to Yard-O-Led. Louis Vuitton Malaysia went to S.T. Dupont. The deal is instead great for Dupont however each groups refused to reveal any info concerning the deal.
The new variety of writing devices promised innovation, first-rate 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 while touring in fashion at excessive altitude. It is thought that fountains have a messy addiction 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 first-rate and fashion.
The resolutely present day and progressive devices contain aluminium, gold, palladium finish, iridium tipped nibs, guilloche, enamel, extraordinary skins and greater. Some are made in France even as different in Germany.
There are 3 collections Spirit of Vuitton, Cargo and Grand Tour; plus a version for agendas. Each series includes a extraordinary connection with touring. Cargo and Grand Tour are apparent even as the Spirit of Vuitton references the Louis Lindbergh plane.
To preserve the exclusivity there aren’t anyt any 1/2 of measures. The inkwells on provide are made in Baccarat crystal. The preference is wealthy and innovative. Brun Ténébreux the emblematic coloration 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 instructed that the cause 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 observed the enterprise plans to open writing devices and desk bound shops in Tokyo and New York. This suggests 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 antique college pen fans may continue to be suspicious in the direction of massive style manufacturers we agree with that that is the manner ahead for writing devices. Reinvent themselves, similar to the luxurious watch enterprise withinside the ’90s, from utilitarian items into cool style add-ons or chance turning into outdated, inappropriate and die like such a lot of anciental pen groups.
Iunal Giumali is editor of Penficionado ([http://www.penficionado.com]), the most reliable on-line supply of writing devices and one of the maximum authentic carriers of pen associated content material.
Iunal has greater than ten years enjoy in luxurious goods, 5 of which he spent operating in Harrod’s writing devices and watches departments.
Penficionado is London primarily based totally however this venture is most effective feasible way to a small global group of progressive photographers and innovative questioning writers and contributors. We paintings carefully with the nice manufacturers to make sure excessive first-rate content material is added to you.
As a good deal as we’re approximately luxurious pens, we also are approximately layout, artwork and lifestyle and yes, sub-lifestyle. So, occasionally you may see an unconventional tackle our tales.