Alert! The nasturtiums are on display at the Isabella Stewart Gardner Museum! For those in the know, this is akin to seeing the Bat signal in the night sky — it’s time to move quickly, there’s something important going down. At least, that was my experience during a weekend run up to Boston earlier this spring.
When a luxury company sets out to create an object of desire – not an experience, but an actual item, like a piece of jewelry, a handbag, or a coat – how do they do it successfully? If there’s no new technology, no new performance enhancement, no functional reason for a new purchase, how does one create desire? Is there a formula? Or is it pure luck and serendipity?