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?
LALIQUE defines itself as a luxury lifestyle brand with six distinctive pillars. The Art pillar, where LALIQUE partners with notable artists like Damien Hirst, Anish Kapoor and Zaha Hadid to create limited edition collaborations, offers LALIQUE the opportunity to challenge its artisans through innovative design partners. Limited to a narrow number of editions, the collections are often made through the lost wax technique. The lost wax technique is a very elaborate and detailed process, where a new mold is created for each piece, and thus creating a unique and exclusive piece with each edition. The artists’ concepts push the boundaries of what LALIQUE believes it is capable of. It also allows the opportunity to introduce the historic brand through these partnerships. Along with the profound benefits, the Art category also provides challenges. The fall 2017 case study from LALIQUE will address how the brand can expand the Art category by identifying relevant potential collaborations, both from a branding and a sales perspective. It will evaluate its current distribution methods, which is primarily through its own boutiques as the tight margins limit traditional wholesale distribution methods. The project will identify the most appropriate methods of communication, both online and offline, including how to best present the Art in the boutiques.
Nicholas Conteras, Parsons School of Design
Maria Fillas, Columbia Business School
Rachel Friedman, Columbia Business School
Kate Liang, Columbia Business School
Alice Sueko Mueller, Parsons School of Design
Nicole Savery, Columbia Business School
Leela Maylin Shanker, Parsons School of Design
Elizaeveta Tulinova, Parsons School of Design