Much has been written about the devotional relationship between Apple fans and the brand. For example… The Apple brand promise offers transcendence to a “marginalized” creative minority. The retail structure appears to echo Christian ‘retail’ with welcoming disciples, theaters where iMovie sermons are preached, and sins can be absolved at the Genius Bar confessional. The brand is overseen by a charismatic leader whose health and wealth is the subject of exactly the kind of rumor that surrounds most cult leaders.
Now, two professors from the Department of Communication at Texas A&M University have published an interesting white paper on the way in which Apple in particular, and the technology category in general, are increasingly adopting the communication strategy of religious promise.
This white paper goes further than the typical Apple-as-cult piece, and extends into a contemplation of how marketing – in the last 2 decades – has been increasingly full of religious strategies, targeting a consumer market which is increasingly persuaded by such techniques.
The abstract of the white paper explores the full theme – “The purpose of this article is to explore the intertextuality within story of the iPhone being framed as the “Jesus phone” and the relationship between religious language, imagery, and technology. The iPhone as the Jesus phone highlights an interesting interaction between technology fans, news media and corporate advertising. It also demonstrates how different groups may interact and appropriate the language and imagery of another to communicate very different meanings and intentions. Intertextuality serves as a valuable framework to specifically unpack how religion was employed as a helpmate to sell technology and reflect on how religious language and imagery may be utilized to communicate both positive and negative aspects of a technology.”
Download – How the iPhone Became Divine [PDF]
Smashing magazine recently published a nice history of the evolution of the logo; from an indicator of tribal affiliation, through sacred statement to corporate identity. And forward into a possible post-logo era…
Read The Evolution of the Logo
Thirty years ago today, Andy Warhol recounting a neat example of the importance of a certain amount of honesty when luxury brands deploy influencer strategies…
Another example of a modified hotel business model has been launched in Milan.
The Town @ House Street project provides an alternative to most hotels which, it argues with their high floors, unopening windows, and generic design tend to disconnect guests from the city in which they are staying.
Town @ House Street turns shop-owners into hoteliers, and thrusts guests into the city where they are staying, with a fully-automated modified retail unit, offering “urban anonymity”. All of which may – or may not – be an attractive proposition. It may be a great marketing spin on the opportunity to live in a shop, with your city experience as street noise, and room service as local restaurants.
Currently being tested in Milan, Town @ House Street is part of The Metropolitan Spaces Renovation Project which plans to spread to major metropolises all over the world.
Town @ House Street website
Lítill is a terrarium company which delivers the curatorial responsibility of Farmville with the emotional adorability of Tamogochi.
In their Venice, California headquarters, they create tiny hand-made gardens of real plants housed in hand-blown glass landscapes. If a tiny plant dies, they will ship you a replacement to fit into the existing ecosystem.
Six models are currently available – priced between $325 and $800, bespoke versions can also be ordered.
An interesting business model, and a fantastic product.
Litill website
The Margiela retrospective book, published by Rizzoli last year, contained an interesting guide to the symbolic equities of the Margiela brand… explaining the relevance and meaning of the various distinct visual elements; including white coats, recycling, anonymity, trompe-l’oeil, white label and the four white stitches, use of Stockman busts, the ‘maison’, and meaning of ‘Line 0′.
Last year, in our white paper, Margiela and the Cult of Invisibility [download PDF], we explored the brand’s symbolic equities, and how it has often under-leveraged, and even misunderstood, the power of some of these idiosyncratic cues.
Download full Margiela glossary
Skim read the book on Vimeo
The Handbook of Folklore, published in 1913, is a thundering good read; it explores the global tradition of myths, beliefs and folk culture.
It represents an inspiring way to think about ways that these myths and beliefs can be leveraged on behalf of luxury brands.
Part 1; Belief and Practice deals with various ideologies of folk belief including chapters on The Soul and Another Life, Superhuman Beings, and Disease and Leechcraft.
Part 2; Customs which looks at the connection between folk behaviour, including Rites of Individual Life.
Part 3; Stories, Songs, And Sayings covers the myths of folk culture and how they are communicated.
Download The Handbook of Folklore [PDF]
David Rees, based in New York’s Hudson River Valley, will sharpen your pencils, by hand, and ship them back to you. Not only will they be returned extra-sharp, and hand-crafted, owners will also receive the removed shavings and a “certificate of sharpening”.
Artisanal Pencil Sharpening is an idea much bigger than just putting the lead back in your pencil, it’s about putting the love back. It’s a fascinating example – and inspiration – for other artisanal opportunities that could operate right across the luxury sector.
Online at Artisanal Pencil Sharpening
Diamonds on a Boat, by Samuel Chase, is the song most likely to be incorporated into fashion runway shows next season…
The demo version above exists as a four minute piece of music split into two haunting fragments which manage to deliver a hybrid of Portishead, Massive Attack, Burial, Chris Martin, and Antony Hegarty…
Yesterday, we chatted to Samuel…
Q: What is Diamonds on a Boat all about?
A: Diamonds On A Boat is about Love. Diamonds glimmer only when given light. People glimmer only when given Love.
Q: What’s the background whirring sound through the song?
A: The whirring sound is a recording of my movie projector. Sometimes I write whilst playing images on it and this sound was captured on all of my demos. It wanted to be on this record so I kept it. And there’s also the noise of my telephone in there, left off the hook…
Q: What’s next?
I released a 7” of Diamonds on Moshi Moshi late last year and it’s on the Moshi Moshi compilation album. The B-side, ‘Rising Up’ has been chosen for Radio 1’s yearly compilation album, ‘Brownswood Blubbers’. I am playing the summer festivals right now… Latitude, The Secret Garden and Bestival are still to come. And I’m putting the finishing touches to my album, which should be out later in the year.
Q: What does Samuel Chase believe in?
I believe in love!
Free remixes of Diamonds on a Boat [mp3 download]
Diamonds on a Boat (Numan Remix) Via YouTube
Diamonds on a Boat (Anime video) Via YouTube
You can tell a great deal about a person by their hands… Particularly if they are plastered in luxury logos.
Nail artist Sophy Robson has created a range of luxury logo nail designs, and according to her blog, she is planning to offer the service in her London salon soon. It’s not yet clear whether legal departments of the various brands will see this as a tribute, or a counterfeit challenge.
This year has been characterized by a broadening of the iconography of luxury logos; in both official ways – the Chanel temporary tattooes, and unofficial ways – e.g. Massimo Gammacurta’s logo lollipops; see our earlier post Luxury logos, lollipops and ecstasy pills.
It will be interesting to see whether luxury brands get more deeply involved in this ‘alternative accessory’ market as the overlap between logo tributes and logo rip-offs becomes increasingly blurred.
Read more on Sophy Robson’s blog
Visit Sophy Robson website
Image (C) Sophy Robson