The hardcover book you inadvertently open may be an elaborate plot by a luxury brand
Interface News Reporter | Huang Shan
Interface News Editor | Lou Wanqin
Since the development of the luxury industry, its influence has penetrated into all aspects of people's lives. While the publishing industry lives with concerns about being replaced by electronic books, palatial hardcover books have entered the homes of people who admire sophisticated living.
The business is also being seen by luxury brands, with some deep-pocketed luxury brands teaming up with international publishing houses to launch hardcover books that are of the best print, beautifully illustrated and well-designed to tell and spread the brand's story.
In September 2023, luxury brands Louis Vuitton and Bulgari BVLGARI each published a hardcover book. The former, titled Fantastical Jewels, features renowned jewelry designer Francesca Amfitheatrof and tells the story of four fine jewelry collections she has designed since becoming Louis Vuitton's artistic director of jewellery and watches in 2018.
The diary format includes a large number of exclusive sketches of jewelry designs, gouaches, collages and personal photographs of Francesca Amfitheatrof. The book is beautifully packaged, with ribbon closure and parchment inserts, and is published by Rizzoli Publishing House in New York.
Louis Vuitton's new book Fantastical Jewels
The new book published by Bulgari is called "Beyond Time", which mainly tells about Bulgari's past and present in the field of watchmaking. This is also the first time in Bulgari's history that it has systematically combed its watchmaking business in the form of a book, in order to present "Italian watchmaking style and Swiss watchmaking skills." ”
According to Bulgari, the book is 300 pages and divided into eight chapters. The book is co-authored by Bulgari brand ambassadors, brand friends and Bulgari watchmakers, covering auction house experts, film directors, athletes, conductors and many other leaders. The English version of the book is published by Assouline, an international publisher publisher.
Bulgari's new book Beyond Time
In the near future, in addition to entering some bookstores around the world that specialize in art books and hardcover books, these hardcover books are expected to appear in boutique hotels, art galleries, high-end clubs and other venues that promote a sophisticated lifestyle. In fact, it is through the rich channel resources of cooperative publishing houses and luxury brands themselves that these exquisite and expensive books can appear on the living room coffee table or coffee table in quality places, so such books also have another more obvious name - "coffee table books".
In 2023 alone, a number of luxury brands have launched their own "coffee table books", in addition to Louis Vuitton and Bulgari, there are also well-known brands such as Dior Dior, Burberry Burberry and so on. THESE BOOKS OFTEN COST EXORBITANTLY, SUCH AS "DIOR BY RAF SIMONS," WHICH RETAILS FOR $195.
INSIDE OF DIOR BY RAF SIMONS
In the eyes of the publishers of these books, the meaning of these books has gone beyond the books themselves, they are decorations, but also luxuries. In March 2023, Prosper Assouline, co-founder of Assouline, told the art newspaper, "They are designed as an object because you need to live with them. Therefore, it is not only its content that is related to it, but also its external part, which accounts for 80% of its importance. It is a part of your life, and it assumes part of the decorative function. ”
It is worth noting that the new books mentioned above by Dior, Burberry and Bulgari were all published by Assouline. Founded in 1994 in Paris, France, the publisher is actually the most well-known cultural publisher of luxury brands in the European and American markets, and they have cooperated with luxury brands such as Chanel, Goyard, Coach Coach, YSL and so on. In addition, Assouline has published a series of commemorative books commemorating the masters of fashion, design, jewelry and art.
Burberry's new book
Prosper Assouline mentioned in the above interview that Assouline Publishing House currently has four major book series, publishing about 120 hardcover books every year, priced from 60 euros (about 465 yuan), 105 euros (814 yuan), 250 euros (1937 yuan), 1200 euros (9299 yuan), and even 15,000 euros (about 116,300 yuan).
As for the future of publishing, the co-founder said, "The future will become more and more luxurious for us, and we will further improve the quality of books." We want books to excel more and more. It may be more expensive, but the quality will be impeccable. ”