Storytelling meets technology
Across Asia, from Shanghai to Seoul, Pékin to Phuket, luxury Maisons are deploying increasingly immersive activations that blend cultural storytelling, technological innovation, and community engagement. The showroom is no longer enough, brands are building ecosystems.
Chanel bets on craftsmanship as soft power
Chanel has installed Le19M at the Pudong Art Museum in Shanghai, offering immersive exhibitions, open workshops, and conferences around the house's artisanal métiers, including a retrospective on embroidery house Lesage. The choice of Shanghai is strategic: the city concentrates a sophisticated audience with strong regional influence. After Dakar and Tokyo, Le19M is cementing itself as a global network, not a one-off project.
The new luxury equation in Asia
New consumption trends are confirming the rise of experiential purchases, marked by increased spending on cruises, wellness stays, and exclusive experiences. KPMG For luxury houses navigating a more cautious market, Asia remains the frontier where the boldest bets on experience are being placed.
Article source : https://www.journalduluxe.fr/fr/
