“Evolution Through Interior Expansion”
Established by French artist René Lalique (1860 – 1945) at the turn of the 20th century, LALIQUE has endured for over a century as the ultimate symbol of French luxury. LALIQUE’s crystal creations continue to be inspired by its founder’s original Art Nouveau and Art Deco designs and produced by the company’s craftsmen in the Alsace region of France. In recent years LALIQUE has expanded from its legacy as a manufacturer of crystal decorative items to a full luxury lifestyle brand driven by its five core divisions: Decorative Objects, Jewelry, Fragrance, Art, and Interiors.
At the forefront of Lalique’s recent transformation is its Interiors division, which has seen significant growth in the past three years. The “Evolution Through Interior Expansion” project tasked the team of Parsons and Columbia Business School students to consider the opportunities and challenges related to expanding the presence of LALIQUE in the interior design marketplace through thoughtfully curated environments and partnerships with hospitality and luxury residential developments. Several questions the team explored include: What kinds of environments allow LALIQUE design to shine? What environments promote a new kind of client interaction with LALIQUE? Which hospitality and residential properties will generate excitement amongst press and potential LALIQUE clients?
“Vivre Avec Lalique”
Together the seven students explored the possibilities of LALIQUE’s expansion into the hospitality and luxury residential sectors to uncover business development insights that would delight both existing and new LALIQUE clients. Through a process of market and brand research, target persona ideation, design review, and survey of development opportunities, the team honed in on several partnerships that could generate fresh exposure for the brand. “Vivre Avec Lalique” was the team’s final recommendation to management, a presentation of two strategies which each provide potential clients the experience of what it means “to live with LALIQUE:” 1) a luxury spa 2) a mobile installation designed for travel to special events.
The LALIQUE-designed luxury spa concept presents a long-term opportunity for the brand to host an intimate space in which to interact with clients by partnering with a New York luxury hotel or residential property. The spa design suggests a setting where the brand’s iconic crystal panels, lighting fixtures, and furniture pieces can be newly appreciated. The transportable LALIQUE modular experience is a design which LALIQUE can utilize in different iterations at special events to display the various capabilities of its Interiors division. Each recommendation seeks to elevate LALIQUE within the luxury interiors marketplace and reveal the incredible heritage of the maison in unprecedented contemporary ways.
Jenna Cao, Columbia Business School
Chie Hosokawa, Columbia Business School
Sophie Hutson, Columbia Business School
Kendall Miller, Columbia Business School
Leigh Sarembock, Parsons The New School for Design
Natasha Schmidt, Parsons The New School for Design
Leaf Xia, Parsons The New School for Design