Public Lecture Series - The Language of Luxury
Public Lecture Series - The Language of Luxury
Why do fashion brands collaborate with artists? Why do watch brands sponsor polar expeditions? Why does a whisky brand need poetry? The answers to these and many other questions about the luxury industry's seductive power can be found in "The Language of Luxury", a three-part seminar series presented by Daniel Jeffreys, the founder of deluxewords and the editor-in-chief of HKDI's SIGNED magazine. The series will analyse the way luxury and fashion brands have used signs and symbols to weave dreams of aspiration and desire. The sessions will explore which brands are telling the most powerful story and why. And they will offer members of the Hong Kong design community the tools they need to tell their own stories with more power.
Session One: Speaking in (Silver) Tongues
Date: 16 May 2013, Thursday
Time: 3:00-4:30pm
Venue: Experience Centre, C002
Luxury brands are story tellers. Every fashion and luxury brand invests millions in building its unique narrative, with the help of designers, stylists, artists and photographers. A brand without a story is like a singer without a voice. This session will break down the basic vocabulary of brand story telling, revealing how brands develop their tone of voice and what happens when they get it wrong.
Session Two: Hidden meanings
Date: 23 May 2013, Thursday
Time: 3:00-4:30pm
Venue: Experience Centre, C002
Using examples from Dior, Louis Vuitton, Hermes, Versace and other stellar names from the luxury world this session will analyse six different story telling techniques used in the luxury industry and decode them to reveal their true purpose and the subliminal messages they convey.
Session Three: The East Rises
Date: 30 May 2013, Thursday
Time: 3:00-4:30pm
Venue: Experience Centre, C002
This session will reveal how the narratives used by European brands are beginning to lose their power. It will examine how these brands are seeking to rectify this (drawing on deluxewords research from recent projects with several major global brands) and how as the Europeans battle with this issue a new narrative is being born in China that will usher in a new era of indigenous Chinese luxury and fashion brands.
deluxewords publishes SIGNED, Quintessentially Asia and Bentley magazines. The company's team is currently completing three major book projects for global brand leaders and is undertaking brand building projects for brands from Hong Kong, Paris, New York, Shanghai and London. Daniel Jeffreys founded deluxewords in 2010 and he has been a visiting professor at HKDI since May 2011.
The Language of Luxury sessions at HKDI will be open to all members of the HKDI community and, by invitation, members of Hong Kong's Fashion and Luxury industry.