Luxury brands are embracing the concept of turning their customers into tourists by offering immersive experiences that go beyond traditional retail. These experiences aim to provide customers with a sense of adventure, rejuvenation, and transformation. French sociologist Jean-Didier Urbain refers to this phenomenon as the “tourist society,” where leisure mobility has become globalized and offers a pleasurable and seductive experience.
One example of this trend is the “Lounge Louis Vuitton by Yannick Alléno” at Hamad Airport in Qatar. Unlike other luxury brands that simply offer cafes within airports, Louis Vuitton has created a luxurious space in collaboration with renowned designers and Michelin-starred chef Yannick Alléno. This lounge offers a unique gastronomic experience, connecting fashion and cuisine, and providing a seamless and immersive journey for customers. This strategy not only enhances the brand’s image but also creates a sense of exclusivity and privilege for those who have access to the lounge.
Coach, an American luxury brand, has taken a different approach by creating the Coach Airways pop-up in a real Boeing 747 at a shopping outlet in Malaysia. This immersive experience allows customers to enter through an air bridge, receive boarding passes, and explore a space decorated with Coach’s retro aesthetic. The pop-up includes a cafe, in-flight magazine, and retail space, all designed to evoke the world of air travel. By investing in a real airplane and providing an authentic experience, Coach has successfully reached a young, future-oriented target audience and created a strong sense of place.
Emirates, a global airline, has partnered with Dior and Davines to create the “Emirates Beauty Hub” in Dubai. This hub offers personalized appointments for Emirates cabin crew members, providing advice on beauty, skincare, nutrition, and fitness. By emphasizing personal care and maintaining strict beauty standards for its cabin crew, Emirates positions its brand as prestigious and takes care of its brand image. This collaboration highlights the importance of employee well-being and sets Emirates apart from other airlines.
In conclusion, luxury brands are increasingly focusing on turning their customers into tourists by offering immersive experiences that go beyond traditional retail. These experiences provide a sense of adventure, exclusivity, and rejuvenation, strengthening the brand’s image and creating a strong connection with customers.
Useful links:
1. Louis Vuitton Official Website
2. Coach Official Website
