The Rise of Fashion Brand Houses: Taking Client Experience to the Next Level

There’s noise in the world of fashion. As we lean into a new age of luxury and reality, brands are bringing real personality to their campaigns and visual communication. We are seeing a new wave of high-brow marketing collaborations, which reposition brands as cultural icons in the everyday.

Take for instance the Louis Vuitton character installations at Atlantis The Royal, a crew of huge handcrafted Vivienne’s positioned around the ultra-luxury hotel to celebrate its first anniversary. Or the countless designer decor collaborations we are seeing across the world of hospitality and travel – Dolce and Gabbana motif-adorned sun loungers at Cloud 22 in Dubai, a Dior pop-up store within Nammos Cannes, the French Riviera’s latest luxury beach club. The movement is everywhere, building both the brands’ lifestyle appeal and the resorts’ luxury, exclusive status.

But now the biggest fashion brands in the world are taking it upon themselves to build immersive spaces for their ideas to flourish. Bottega Veneta has announced the opening of a new creative and cultural residence, Palazzo Bottega Veneta, inside a 15th-century gothic palace in the Cannaregio district in Venice. VIPs will have access to dressing consultations and red carpet fittings, as well as exclusive made-to-order products including jewellery and footwear, while on-brand emerging artists will have temporary residence inside.

And Bottega isn’t alone in creating a clubhouse concept for their clients.

Loewe took over a number of private spaces on Manshausen Island in Norway, welcoming a handpicked selection of clients and influencers. Aimé Leon Dore has opened two Café Leon Dores in London and in New York, stylish spaces designed to extend the principles of the brand through meticulous craft and taste. This year ZEGNA (official fashion partner of Real Madrid) launched VILLA ZEGNA in Shanghai, the “multi-sensory exploration of the ZEGNA world” where fans could learn about the company’s roots, buy flowers, relax in private lounges and enjoy a coffee at the ZEGNA Café.

These immersive spaces are a marker in the world of luxury fashion. Not only are they designed to sell a brand’s goods, but to share their ideas and ethics, honing real connection with their audience and consumers. It’s an interplay of audacious architecture, luxury travel and high fashion – and it’s looking exciting.

Sign up to SWM’s mailing list for the latest on events, openings and new releases.