The W Hotel Times Square debuts its Instagram Photo Exhibition in partnership with Instagram NYC
IWC takes on Apple’s Newsstand, Chloé debuts an Instagram inspired mobile photo competition, whilst Christian Louboutin launches e-Commerce in Europe
Its no wonder brands are feeling the pressure to be across as many digital media platforms, communities and devices as possible, following the news that young consumers switch between media platforms as often as every two minutes. New research has revealed that “Digital Natives,” surrounded by a choice of TV, tablets, magazines, smartphones and Internet, shift between media platforms up to 27 times each non-working hour, or about once every two minutes.
The latest platform to catch the eye of the luxury and fashion worlds is stylised social video sharing app Viddy, touted as the motion picture equivalent of Instagram. The mobile application enables users to shoot, beautify and share 15-second video clips via the Viddy network, Facebook, Twitter, YouTube, Tumblr, email, SMS or to a personal website with embed codes. Titles, tags and geo-location are powered by Foursquare.
“ Digital Natives, surrounded by a choice of TV, tablets, magazines, smartphones and Internet, shift between media platforms about once every two minutes ”
Whilst brands have yet to embrace the Viddy platform – though runway season is always just around the corner – Instagram continues to gain momentum from studios, brands and even luxury hotels. SHOWstudio’s Nick Knight turned to Instagram, Twitter and Tumblr to produce the first ever Instagram photo shoot. The ‘live shoot’ featured images of model Cara Delevingne posted online straight from Knight’s camera, alongside tweets of commentary from fashion director Alexander Fury.
Over in New York, in partnership with Instagram NYC, the W Hotel Times Square debuted the city’s first Instagram photo exhibition, featuring mobile snaps from six of NYC’s most prominent Instagrammers, many of whom are professional artists and/or lensmen. Alongside the snaps produced by the chosen professionals, a handful of everyday Instagram users were also honoured at the event, after using the hashtag #WDesign to have their uploads automatically entered their photos to be considered for inclusion.
3.1 Phillip Lim has launched a new and improved online flagship at 31philliplim.com. In a bid to “merge the brand experience with the online shopping experience seamlessly” the site incorporates behind-the-scenes photos and video for the first time, including an extensive archive of images by Lim’s long-time collaborator, But Sou Lai. The brand has also incorporated Tumblr into the e-Commerce site and will soon launch on Pinterest.
In partnership with digital-camera manufacturer Red Digital Cinema Camera Co, Bottega Veneta has launched an annual photography contest called New Exposure, to discover and support new talent in digital photography. The contest will be organised in collaboration with the AIDS Community Research Initiative of America and media company Milk.
For its Spring Summer 2012 eyewear campaign, Burberry selected four young British musicians to record four original songs and film corresponding music videos, each released during the month of April. The acts, selected by Christopher Bailey, include One Night Only, Marika Hackman, Life in Film and The Daydream Club. Stills from the music videos will form the basis of the print campaign.
Chloé has launched its latest mobile app for fragrance L’Eau de Chloé, encouraging consumers to use their camera to take a photo of the Chloé lifestyle and choose from a variety of filters and finishes. The image can then be submitted in a competition, where entrants can win products from the L’Eau de Chloé range. The app also includes product details, social media functionality, campaign images and behind-the-scenes content.
Christian Louboutin has unveiled its first European online boutique, following existing e-commerce sites in the U.S. and Canada, in both English and French. Users can filter products by colour, size or heel height, viewable in 360 degrees, with a video function soon to follow. The brand will also launch live chat with Louboutin representatives about their prospective purchases, but can currently e-mail or call for advice.
Designed to compliment its recently reinvigorated website, De Beers Diamond Jewellers has launched a new Bridal iPad and iPhone application, available in five different languages worldwide. Designed to help users discover the perfect engagement ring, wedding bands and complimentary wedding day jewellery, the app offers a range of videos and images that can be shared on social media, as well as store location services with the ability to book an in-store appointment.
PPR’s Gucci has launched a mobile point-of-sale program at select directly operated U.S., Europe and Asia locations. Developed and customized by Micros Retail, the Apple iPhone 4S platform allows sales assistants to process sales transactions and wirelessly email receipts to their customers. The devices are also loaded with the Gucci Style app as well as utility applications such as Google Translate, Google Maps and currency converter.
Image not related to Gucci
Harrods have launched its monthly Harrods Magazine on the iPad, featuring the latest fashion, beauty and interiors trends from the store, including video interviews with top international designers and behind-the-scenes footage from fashion shoots. The department store also created a Pinterest based competition to design one of its ‘world famous shop windows’ as part of its Diamond Jubilee celebrations.
Swiss watchmaker IWC now allows readers of Watch International for iPad, the chance to subscribe to the latest instalments of its digital magazine in Apple’s Newsstand. The brand has also launched a Globetrotter part of its website, where tastemakers and friends of the brand share opportunities and experiences in their city, in cities where IWC boutiques are present. The brand has also launched a series of YouTube videos to celebrate the launch of its New York City boutique.
Land Rover North America has created a Tumblr account, showcasing five groups of photos from photographers around the United States who were given access to Land Rover and Range Rover vehicles. The microsite currently features the lifestyle-themed photography of three artists, with two more said to follow.
Luxury Swiss watch brand Maurice Lacroix is seeking four bloggers to cover diver Sebastien Murat’s attempt to freedive 703ft below sea level, to tie into the launch of the brand’s first ever sports watch, the Pontos S. The brand is hoping to provide coverage in English, German, Russian and Chinese, and will also recruit a video-blogger, a Wordpress expert, a personal assistant and a pool boy to report on Sebastien’s mission internationally.
Oscar de la Renta used Pinterest to ‘live pin’ photos of runway preparations, hair and make-up, dressing and even room production, to a designated bridal board on its branded account ahead of its Bridal show. Alex Bolen, CEO of Oscar de la Renta revealed to Mashable; “Pinterest has got a lot of momentum right now, and we want to be involved with people [and platforms] who have momentum."
Starwood has overhauled its digital application for Starwood Preferred Guests. The re-designed app now includes every necessary piece of information regarding a property inside the app itself. Users can search Starwood properties by destination or hotel brand, use the “transportation” feature to get exact directions via railway, airport bus or car, investigate the weather, room type and restaurants, or view approximately 40 photographs per hotel.
Just weeks after the re-launch of Vogue.fr, the magazine giant has added an English-language editorial site, optimised mobile site, and new applications for iPad and iPhone. en.Vogue.fr features an editorial selection designed for visitors from around the world, offering exclusive content every day, allowing readers access to Vogue.fr content anywhere, anytime, in both English and French.
Vogue Paris has also updated its iPhone application, more closely inspired by the Vogue.fr look and feel, as well as an ergonomic and fully optimized mobile version of the site. A rich media version of the magazine will also be available as a monthly iPad download from June, and an Android application will be launched by mid-2012.
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