A segment of the market that has been characterized by exclusivity, the luxury category is starting to take a more approachable shift. Luxury brands are creating pop-up experiences and brand extensions to engage broader, younger audiences. This new approach lends itself to more than just sales; brands are creating experiences to connect with and educate the consumer.

Christie’s auction house introduced its Christie’s Lates program to do just that. Originally launched in London and currently ongoing in New York, Lates was designed as an engaging and welcoming way for consumers to experience all that Christie’s has to offer. The two-hour event is articulated over various galleries and offers a broad range of activities to visitors such as specialist talks, hands-on handling, pop-up shops, a DJ, bar and more.


A panel at Christie's Lates

By focusing on educating the core market, Christie’s draws a diverse demographic of potential clients, including local residents, arts aficionados, young urban professionals and the like.

“Christie’s Lates has been such a great way to excite young collectors and offer educational touch points into craftsmanship and creating,” shares the Christie’s team. “It has truly opened the door to the accessibility of Christie’s and all we have to offer from helping you start a new collection, offering expert advice, and as a source of inspiration for decorating your home.”

Education is proving to be a smart approach for luxury brands. French jeweler Van Cleef & Arpels brought its L'ÉCOLE School of Jewelry Arts to NYC this fall (ongoing through November 9). The two-week program of courses, conversations and exhibitions is open to the public and welcomes all to “learn about the savoir faire of jewelry-making techniques, the world of precious stones, and the art history of jewelry.” Inviting the public to immerse themselves in jewelry culture is an authentic way for Van Cleef & Arpels to build real relationships with consumers.


Van Cleef & Arpels L'ÉCOLE

It’s this understanding of what consumers seek (which is, in many cases, knowledge) that makes any activation successful. It’s also what drives a successful strategy for client acquisition and retention.

Leading online auction house Paddle8 caters to their younger clientele with its benefits business. "At Paddle8 we partner with more than 250 nonprofit organizations each year, helping them fundraise through our auctions--a part of our business that is continuously growing, says Izabela Depczyk, Managing Director of Paddle8.


Paddle8

The company offers collectors at all price points an opportunity to support the philanthropic initiatives they care about. “Our collectors are drawn to the unique artworks and collectibles, while bidding on those positively and directly impacts the causes they believe in," continues Izabela. While it is especially appealing to the younger bracket of the art world, the charitable component resonates with collectors of all ages. This concept also reaches current and prospective clients at events, effectively enhancing their experience.

And said experience is particularly important to consumers. Louis Vuitton created the perfect combination of education and experience to reach and engage with the general public all over the globe. The traveling Volez, Voguez, Voyagez exhibition hit cities the world over, showcasing the fashion house’s history from its founding in 1854 to some of today’s cult favorite designs.


Louis Vuitton 

Curated by Olivier Saillard, the exhibition offered guests an opportunity to see pieces the brand is most known for, like its antique trunks, and also see lesser known special orders and documents.

The exhibition also offered visitors an experience, something that everyone from current clients to curious minds could enjoy. The success of pop-up exhibits and events shows just how much consumers are excited by an experience, especially if it’s very Instagrammable.

Coach drove that point home with its interactive pop-up, Life Coach, this summer. Inspired by the brand’s vision of inclusive luxury, the SoHo pop-up drew guests in to explore four interactive spaces designed around the themes of creativity and self-expression.


Soo Joo Park at Life Coach, Matteo Prandoni/BFA.com 

From live performances and DJs to fortune tellers, games and art, the experience featured playful references to American culture and Coach iconography. Walk-ins were welcome to explore the space, take photos and enjoy programming that was curated specifically for them.