Page 32 - ARUBA TODAY

A32 FEATURE
Wednesday 8 november 2017
Story of Louis Vuitton: As travel changed, so did luggage

By BETH J. HARPAZ pendent interaction with a
AP Travel Editor brand the way an exhibit
NEW YORK (AP) — As travel would,” he said. A show like
changed, so did luggage. this “takes something that
That’s the story told by an has almost become wall-
elaborate exhibition about paper and suddenly puts
Louis Vuitton, the luxury lug- it into your current mindset
gage and fashion brand. and consciousness.”
The exhibition, free to visit Exhibitions also give design-
and on display in Lower ers the space and flexibility
Manhattan through Jan. to fine-tune their message.
7, is called “Volez, Voguez, In this case, the subdued,
Voyagez,” which means museum-like atmosphere
fly, sail, travel. It showcas- creates a “mood that re-
es the company’s history, flects the brand, somewhat
products and craftsman- elegant and somewhat un-
ship, demonstrating how derstated,” he said.
designs changed with the Pace University’s Manhat-
evolution of travel. Lug- tan campus is near the ex-
gage was designed first for hibition site, and Chiagouris
transport by wagon, then said his students have been
for travel by sea, on trains, buzzing about the Vuit-
in cars and planes. ton show. They’re working
Trunks and bags are shown A 1959 Brettes Hat/Shoe Trunk & Vanity Case, foreground left, that once belonged to Lauren on a competition among
behind glass like works of Bacall, and a 1997 Cruiser Bag, foreground right, that once belonged to Jane Fonda, right, are business schools to come
displayed as part of the “Volez, Voguez, Voyagez,” Louis Vuitton exhibit, in the former American
art in a series of museum- Stock Exchange building, in New York Financial District, Monday, Nov. 6, 2017. up with a campaign for
like galleries. Lids open to Associated Press Ocean Spray, the cranber-
reveal intricate compart- and handles, living proof of to banker J.P. Morgan. ucts, which can run in the ry brand, and the concept
ments as if they were the the craftsmanship behind John Wanamaker began thousands of dollars. Still, of telling a company’s story
contents of treasure chests. the brand. The company’s to sell Vuitton luggage in attention-getting tempo- this way, through history,
Included are cases and history begins with Louis his American department rary displays like this are be- products and workman-
carriers designed for every- Vuitton himself. He started stores after meeting Louis’ coming a standard way for ship, resonated with them.
thing from toiletries to hats, a trunk-making business in son at the 1893 Chicago brands to tell their story. “It’s an interactive experi-
from picnics to art supplies. Paris in 1854 after leaving World’s Fair. The brand “Many of these brands pop ence not because of elec-
Trunks with small drawers his village in eastern France remains a favorite today something up, draw a big tronics or pressing a but-
protected fragile objects; and working for a box-mak- among celebs from the audience, get some pub- ton,” he said, but because
standing trunks had roll-out er. His designs were strong worlds of fashion and Hol-
wardrobe racks so clothes but light, distinguished by lywood.
could be hung, not folded. patterned motifs. The exhibition’s timing co-
A plane is on display, along The luggage has been a incides with the holiday
with a boat. favorite of the rich and fa- shopping season, and the
There’s even a room where mous going back to Na- location is in New York’s fi-
human artisans show how poleon’s wife Empress Eug- nancial district. But most
they cut leather and snip enie, with later clients rang- visitors will likely lack the
threads for luggage tags ing from artist Henri Matisse means to buy Vuitton prod-

A worker hand-sews handles for Louis Vuitton bags, part of the
“Volez, Voguez, Voyagez,” Louis Vuitton exhibit, in the former
American Stock Exchange building, in New York Financial
District, Monday, Nov. 6, 2017.
Associated Press

licity, get reporters to talk “you get a sense of the
about it,” said Larry Chia- identity of the brand.”
gouris, professor of market- ___
ing at Pace University’s Lu- If You Go...
bin School of Business. “You LOUIS VUITTON EXHIBITION:
don’t need to be there 12 86 Trinity Place, through
months a year. You just Jan. 7. Free. Tickets not
need to establish a little required but timed reser-
publicity and move on.” vations are available at
Chiagouris says this type of https://ticketing.louisvuit-
showcase can also be far ton.com/content/ticket-
more effective than a tradi- options . Monday-Saturday
Box-maker’s tools are displayed as part of the “Volez, Voguez, Voyagez,” Louis Vuitton exhibit, 10 a.m.-8 p.m., Sundays 11
in the former American Stock Exchange building, in New York Financial District, Monday, Nov. 6, tional ad campaign. “Ads a.m.-7 p.m. Check website
2017. are very fleeting and don’t
Associated Press generate the kind of inde- for holiday hours.q