Summary
A 3-day event to accelerate innovation in the luxury industry
Background
Creativity and innovation, entrepreneurial spirit and excellence figure were at the heart of this development program, DARE WEEK-END. Following a call for ideas on "innovation in luxury," more than 500 candidates applied, and 60 “idea sponsors” representing 40 Maisons and coming from 15 countries, were selected to take part in this adventure. Twenty students and interns from schools across London and Paris have also been selected to be part of the DARE experience. I was selected as one of the seven University of the Arts London students to participate in this event.

Timeline
3 days (July, 2017)

My role
Generated and clustered ideas, assisted in building prototypes, designed pitch presentation

Team
Head of Anti-counterfeiting, Merchandisers (x2), Marketing Manager, Material Specialist, Material Future Specialist

Process
Discourse analysis

I joined the team that proposed an experience design which challenged the norm of today's leisure activity. With a major element of Speculative Design, the challenge for our team was to develop a business plan that showed feasibility and viability. To do that, we first mapped out the current landscape of the said activity using discourse analysis. I mapped out the changing discourse of the activity as well as the possible future landscape within a 30-year time frame. This allowed us to create a starting point for our narrative.

Opportunity mapping

We identified the internal and external landscape of the now and future: the LVMH eco-system (internal) and our competitors in relation to our topic (external). This macro study allowed us to identify gaps and inform solutions for our product and service development. We also conducted user research and analysed our target market. This micro study also helped us find potential ambassadors and partnerships for sponsoring and marketing our idea.


LVMH DARE WEEK-END official website
http://www.lvmhdareweekend.com/

Photography by Julien Milet

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