This is the week our program started to get deep into our curriculum. One of my favorite classes this term is Luxury Marketing. It is like the other Design and Merchandising classes we all have taken before. This week we were all assigned to get into groups of two and to choose one Parisian luxury brand. My partner, who also happens to be my roommate, and I decided to analyze Viktor & Rolf. I was familiar with Viktor & Rolf before we started this course. I have always loved its integration of fashion as an art form. It’s avant-garde, unconventional, and unexpected when it comes to the typical Parisian luxury brand. To start our assignment, we were advised to go see Viktor & Rolf’s flagship. IT…. WAS….. AMAZING! It was such a cool experience that I wanted to share it with the rest of you.
Walking into Viktor & Rolf was like walking into the future. All of the walls, floors, and even the ceiling was covered in some sort of a black felt material. The product that lined the walls really stood out against the black walls.
This is not like any other Parisian Luxury boutique. Viktor & Rolf is where glamour meets rebellion. After seeing what Viktor & Rolf had to offer, I am now curious to see what other luxury brands look like, in terms of store design. If anyone decides to take a trip to Paris, I highly recommend people to check out luxury stores just to see how beautifully they are designed. This is nothing like anything I have ever seen in the States.