When Louis Vuitton determined to supplement their supplying with writing gadgets again in 2013 many pen aficionados frowned. It become visible nearly like an invasion of a natural dominion through the commercialization of massive style manufacturers.
Why could Louis Vuitton pass on to fabricate writing gadgets? And become this precise or horrific information for the writing gadgets community?
When Marc Jacobs assumed the innovative director role of the famed Louis Vuitton a brand new technology become starting for the French Maison. An American with a eager feel of style however additionally a wonderful businessman with a worldwide vision, Jacobs refreshed the picture of the organisation. Over the direction of his time at Vuitton, he set up many a hit partnerships with main artists, like Takashi Murakami or Stephan Sprouse that translated into wonderful achievement for the emblem, and its determine organisation LVMH. This fecund route driven the emblem into the twenty first century.
One of the brand new pillars withinside the global domination method become branching out into all classes you may imagine: small leather-based goods, add-ons, geared up to wear, shoes, jewelry and timepieces, eyeglasses, books and writing even. So Louis Vuitton increasing into writing gadgets would not come as a marvel really. However it’s miles extra to it.
After years of rich enlargement into the Eldorado of East Asia, Louis Vuitton’s picture again domestic in its European hinterland had started to suffer. Whilst in Asia the emblem has emerge as 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 while has spawned maximum of the massive bucks – massive call manufacturers is particularly restrained. Understatement is an intrinsic a part of fashion and elegance. Big flash monograms are as a substitute horrific taste.
Any sturdy emblem has to refresh its picture from time to time. “You should marvel and amuse, in any other case you emerge as boring,” declared Marc Jacobs the Paris Fashion Week in 2012. So an excellent manner to refresh that picture is to move again to roots and pop out with a brand new narrative. And right here is in which luxurious pens come into scene.
The intention isn’t always to tackle Montblanc as a few suggested. Writing gadgets gift a completely unique possibility to construct an picture of customer of arts and subculture. Making a income might be secondary (having stated that I’m positive it’s miles pretty profitable). What is vital is to consolidate the picture of the emblem. The timing is right because the nostalgia of travel, exploration and of direction writing is creating a comeback. Nostalgia is a effective device in marketing.
In 2012 Louis Vuitton 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 of literature and travel.
Off the again of that exhibition in 2013, the emblem has opened an experimental twelve months most effective boutique devoted to writing gadgets and desk bound. Called Cabinet d’Écriture it become primarily based totally in the trendy Saint Germain des Prés. The place made feel at it become the conventional vicinity in which intellectuals could meet to alternate thoughts and create records withinside the process. The well-known Café de Flore, in which 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 stored this treasured writing accoutrements and books. So literature, writers and writing gadgets had been related to the emblem because lengthy ago.
To have fun the hole of the brand new store, the House commissioned a dozen French novelists to jot down brief testimonies for a set primarily based totally at the anciental Gaston-Louis Vuitton’s trunks.
When Breguet determined they need a satisfactory pen they went to Montegrappa. When Smythson of Bond Street desired a satisfactory pen they went to Yard-O-Led. Louis Vuitton went to S.T. Dupont. The deal is as a substitute great for Dupont however each businesses refused to reveal any information concerning the deal.
The new variety of writing gadgets promised innovation, high-satisfactory 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 whilst touring in fashion at excessive altitude. It is understood that fountains have a messy dependancy of leaking because of adjustments in air pressure. The finish, sample and layout is Dupont stage however Vuitton feel. In my opinion a lucky marriage of high-satisfactory and fashion.
The resolutely present day and modern gadgets comprise aluminium, gold, palladium finish, iridium tipped nibs, guilloche, enamel, distinguished skins and extra. Some are made in France while different in Germany.
There are 3 collections Spirit of Vuitton, Cargo and Grand Tour; plus a version for agendas. Each series includes a exceptional connection with touring. Cargo and Grand Tour are apparent while the Spirit of Vuitton references the Louis Lindbergh plane.
To keep the exclusivity there aren’t anyt any 1/2 of measures. The inkwells on provide are made in Baccarat crystal. The desire is wealthy and innovative. Brun Ténébreux the emblematic shade 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 purpose why the ink flows thoroughly is due to the fact it’s miles eparticularly formulated with colorants that don’t clog the nib and feeder of the pen.
If the proper spots are observed the organisation plans to open writing gadgets 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 great instance of rich luxurious desk bound business.
Whilst antique college pen fanatics may continue to be suspicious closer to massive style manufacturers we agree with that that is the manner ahead for writing gadgets. Reinvent themselves, just like the posh watch enterprise withinside the ’90s, from utilitarian items into cool style add-ons or danger turning into outdated, beside the point and die like such a lot of historic pen businesses.
Iunal Giumali is editor of Penficionado ([http://www.penficionado.com]), the optimal on line supply of writing gadgets and one of the maximum authentic vendors of pen associated content material.
Iunal has extra than ten years revel in in luxurious goods, 5 of which he spent running in Harrod’s writing gadgets and watches departments.
Penficionado is London primarily based totally however this task is most effective feasible way to a small global crew of modern photographers and revolutionary wondering writers and contributors. We paintings carefully with the quality manufacturers to make sure excessive high-satisfactory content material is added to you.
As plenty as we’re approximately luxurious pens, we also are approximately layout, artwork and subculture and yes, sub-subculture. So, every so often you would possibly see an unconventional tackle our testimonies.