i see windows

Louis Vuitton Voyage: A Masterclass in Heritage VM When I first saw the geese in the Louis Vuitton window a few months ago, it took me a second to connect the display with the iconic trunk labels. But once that association clicked, I thought—what a fantastic heritage display! It speaks to new customers, loyal customers, and even passersby who might not yet know the brand’s history. Creatively and strategically, this is simply a brilliant execution. During a recent meeting with a CMO at another company, she asked me, "Peter, what do you consider a great heritage display?" If only I had seen this example earlier because this is it. Louis Vuitton nailed it with a concept that doesn’t just feature products—it reflects a legacy. Heritage displays are some of the smartest investments a brand can make. They transcend time, capitalizing on a brand’s history while remaining relevant for an extended period. This display leverages a past event from the Louis Vuitton archives, making it about more than just the items on show. This allows the brand to maintain relevance without constant product rotations, showcasing the timelessness of the concept itself. As a matter of fact, Louis Vuitton has a rich history that dates back to 1854, rooted in luxury travel and craftsmanship. The brand’s iconic trunk, adorned with labels from various destinations, symbolizes its long-standing association with world exploration. This makes the display of geese, and other birds, migrating from place to place, a perfect metaphor for Vuitton’s journey across borders and time. In fact, this display has been installed for months, and from my perspective, Louis Vuitton has cleverly elongated the display’s rotation time. By stretching the concept, they avoid unnecessary expenses, refresh the store’s atmosphere more strategically, and prolong the impact of a single window. It speaks to a shift in how the role of displays is perceived in luxury retail—no longer about frequent, costly changes but about maximizing the storytelling potential of each concept. This shift highlights two things: first, the role of visual merchandising is evolving, and second, the luxury market isn’t what it used to be. Gone are the days of unjustified expenses for abstract, unmeasurable concepts. Now, it’s all about investment—kudos to Louis Vuitton for recognizing the potential of keeping this display up for as long as they have. It’s not only a stunning display but also a smart business decision. Recent trends show luxury brands are moving toward sustainability, and stretching display rotations is one of many ways to align with this growing emphasis on reducing waste while still delivering impactful retail experiences. Have you reflected on how your brand can capitalize on its own story? Whether you’re a heritage brand or not, the key is to find what makes your narrative resonate with today’s consumers. https://lnkd.in/dMZbjJrz

Storytime! "Awakening from Blind Love: Falling in Love with Oneself Again" Once upon a time, in a land where the sky kissed the earth, there was a leader. This leader possessed a vision that shimmered like a beacon in the darkness of uncertainty. They understood a fundamental truth: to captivate hearts and minds, one must first speak a language that resonates with the soul. With this understanding, the leader embarked on a journey to create a dialogue with the people. They knew that by giving the people something worth listening to, they could forge a strong connection—a bond built on trust and shared aspirations. And so, people gathered, drawn by the magnetic pull of this vision. They felt its pulse, embraced its essence, and reveled in its promise. Together, they danced to the rhythm of unity, celebrating the power of collective dreams. Was this vision the "right" one? The answer mattered little, for it stirred excitement and ignited the spark of possibility within the hearts of the people. It offered them a canvas upon which they could paint the colors of their own identities, finding solace and inspiration in someone else's vision. Yet, as the vision grew, so did its allure. What once was a beacon of hope transformed into a lucrative venture—a cash cow milked by the hands of greed. The government, birthed from the very essence of this vision, now stood as its guardian, ensuring its implementation and measuring its success by the coins that flowed in from the pockets of the faithful. But like a river swollen by torrents of rain, the influx of wealth became too much, too soon. The leader vanished into the mist, leaving behind a void where once a vision had flourished. Where to now? Shall they seek a new leader, or dare to craft their vision? Months passed, and the people found themselves adrift in a sea of uncertainty. They questioned the righteousness of their blind allegiance—were they truly "blind for love"? Yet amidst the turmoil, a transformation quietly took root. As time flowed like sand through the hourglass, people began to discover new vistas of truth and forge their paths. They realized that even in the absence of a shared vision, there was beauty in the freedom to chart their course. Thus, in the gentle embrace of self-discovery, they found the courage to dream anew, to carve their destinies from the clay of possibility, and to walk hand in hand into a future painted with the hues of their creation. "Fall in love again," whispered the government, but when they looked at the windows, the only thing they saw was a beautiful reflection of themselves. It was then they realized that the most enduring love story was the one they shared with their hearts. And with each step forward, they embraced the freedom to write their narrative, guided not by the shadows of others, but by the radiant light that emanated from within.