The New Rituals of Luxury: How to Regenerate Desire?
On February 28th, Cyrille Vigneron, President & CEO of Cartier International was the guest of honor at an exceptional conference organised in person at the University of Lausanne, giving students the unique opportunity to meet and debate with him during the event.
The conference-debate, organised by the Swiss Center for Luxury Research (SCLR) and the digital media Luxury Tribune was moderated by: Cristina D'Agostino, Editor-in-Chief of Luxury Tribune and Félicitas Morhart, Vice-Dean of HEC Lausanne and Founder of the Swiss Center for Luxury Research.
As the dematerialization of luxury increases with digitalization, brands must reinvent the rituals that lead to desirability. Between sacrifice and offering, why are these mythological notions powerful catalysts of desire?