April's Melody: Deciphering the Month's 5 Key Events

Written by Caroline | Apr 30, 2024 1:13:47 PM

What a musical month, don't you think? While Beyonce sings and Levi's doubles its "i" others...:

1. Speak loudly with gestures, we're in Milan for Miart!
2. Don't say it too loudly, but AI is changing the way brand assets are created.
3. Tick tock tock, watchmakers from all over the world met in Geneva.
4. Drum roll... cosmetics giant COTY, known for licensing, is boldly launching its own brand.
5. And Diptyque launched its first Maison, inspired by the greatest hits from the greatest names.

Let's dive in!

1. MIART 2024: TOP 5 MUST-SEE TRENDS

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This month, all eyes were on Miart 2024, Milan's international modern and contemporary art fair. Offering a glimpse into the future of art and design, Premio Cairo shared their insights on the emerging trends:

1. Among the standout observations were the prevalence of big and colorful artworks, capturing attention with their bold hues and larger-than-life presence.
2. Geometry emerged as a key theme, with triangles taking center stage, especially when combined with mirrors for added visual intrigue. Diptychs and triptychs made a strong impression, offering dynamic storytelling through multi-paneled compositions.
3. Art in motion was also a highlight, ranging from fast-paced to more leisurely expressions.- Art in motion was also a highlight, ranging from fast-paced to more leisurely expressions.
-4. A nod to Ancient Greece was evident, with soft sculptures offering a modern twist on classical motifs, diverging from traditional thin or elongated forms. These pieces offered a fresh perspective on historical references, engaging viewers in new ways.
5. Finally, Hypnosis, with a diverse array of mesmerizing artworks capturing the imagination.

2. CREATE ON BRAND ASSETS IS NOW POSSIBLE IN MOMENTS

Within the Tapestry group, owner of the luxury brand Coach, generative AI has been used as a source of inspiration, leveraging the Firefly Custom model functionality. "We started by attempting to create a Coach bag in Firefly, using around twenty visuals of our bags. Quickly, the result closely resembled our bags. It's extremely promising. We then shared the generated images with our creative team; it can inspire them," detailed J.J. Camara, Senior Director within Tapestry's digital product creation department.

Adobe's goal is for brands to create hundreds of visuals in seconds that adhere to their brand identity. Let's keep an eye on this space...

3. WATCHES & WONDERS FROM AN EXPERIENCE PERSPECTIVE

April saw the start of a major watchmaking event Watches and Wonders 2024. We've chosen Rémi Le Druillenec sharp eye and share his R.O.X.™ highlights:

🏅IMMERSION: Cartier's immersive journey through a jungle, featuring shadow play and intermittent appearances of the iconic panther.

🏅UTILITY: Manufacture Roger Dubuis simplifies navigation with neon columns and showcases innovations with a proprietary red, complemented by didactic tablets.

🏅PROOF: Frederique Constant's display highlights craftsmanship, showcasing watchmaker's tools and precious elements.

🏅SERVICE: Montblanc offers hands-on experiences with perlage workshops and personalized souvenirs.

🏅SHARING: Chanel fosters community with an agora, centered around an oversized sewing needle, celebrating Gabrielle CHANEL's legacy and the fusion of fashion and watchmaking.

4. BOLD MOVE: COTY LAUNCHES 'INFINIMENT COTY PARIS' FRAGRANCE LINE AND FLAGSHIP STORE IN PARIS

Coty, the luxury cosmetics giant known for licensing fragrances from top-tier fashion houses, is boldly stepping into the perfume world with its own brand, "Infiniment Coty Paris."

This move marks a significant shift from a licensing business model to a proprietary brand, requiring Coty to rethink its strategy and establish itself as a luxury player. Without direct ties to a fashion house and its realm of inspiration, there's a real challenge in terms of desirability and differentiation from other brands in the portfolio.

What will Coty's recipe for success be in such a competitive market? Will you find out at 5 rue des Blancs Manteaux in Paris? The flagship store offers visitors an immersive experience where dreams blend with futurism, reflecting the continuity of fragrances that blend art and technology. From the street, a fantastical vegetation beckons, inviting you to step into the boutique. Fourteen intriguing flowers bloom within, releasing their scents through an innovative diffusion method.

SOURCE: COTY

5. LIVING SPACE, CUSTOMIZATION, AND MORE: DIPTYQUE DRAWS INSPIRATION FROM THE FINEST TO CREATE ITS FIRST MAISON

Congratulations to Diptyque's teams for designing the 400-square-meter boutique, offering a poetic journey through its spaces.

Visitors are welcomed by walls adorned with candles and fragrances on the ground floor, while the upper level resembles a Parisian aesthete's apartment, complete with a luxurious bathroom and a cabinet of curiosities.

The boutique also includes a space dedicated to decoration collections, as well as a winter garden (by florist Stéphane Chapelle). Unique to Maison Diptyque is a discreet salon where clients can customize their candles, selecting from a variety of jars and scents.

Additionally, Maison Diptyque hosts a workshop room for floral arrangements, painting, and potting, providing customers with immersive experiences.

Stay tuned for Maison Diptyque's future openings, including one on New Bond Street in London.