The relaunch of a signature piece under a new artistic director called for a clear creative vision, able to draw on the piece’s heritage while placing it in today’s cultural landscape.
The work began with an analysis of the challenges the relaunch raised for the house in terms of legacy and heritage, taking into account the first public responses to the piece. On this basis, four concept development scenarios were created for the artistic direction, built around technical innovation, craftsmanship, romance and playfulness. Each scenario came in two or three variations, with visual and artistic references and an analysis of the tone it would convey.
The new artistic director selected one of the scenarios, and the house’s global campaign, in both video and photography, was released following this direction closely.