When creating a luxury publication it is important for me to decode why people want to invest and purchase a luxury item, or even an item that is a part of a luxury brand. People look to align with a luxury brand, a form of status and exclusivity. People want to communicate to others that they are a part of the brands ‘reference group’. My main point of thinking is that these are aspects that I need to intertwine into Emergence by Swarovski. Emergence has to be a publication that people want to keep on their coffee table in order to convey to their guests/ people that they are a part of this brand.
The way in which Emergence will communicate as a form of luxury is through the minimalist design and use of negative space inspired by publications such as Lux. Not only this, but the casing and cover will be hard cover and the collectors edition of the publication will be cased within a glass to elevate the idea of exclusivity as well as status that can be shown in owning the publication. Emergence will allow readers and consumers to align with the brand and want to own the publication through the communication of the support of the creative industries.
In creating a collectors book edition I have considered all aspects, in the fact of the book sizing. In order for Emergence by Swarovski to be a collectors piece it needs to be on brand with other Swarovski books in order for people whom collect the books to be able to place them together. Emergence is therefore designed the same exact size as the Atlelier Swarovski book so the two can go hand in hand with a collector. In order for the book to be a luxurious coffee table book art piece the collectors edition of the book will be sold in a glass case in order to provide a point of art for the collector. In conversation with Darius Sanai, Editor in Chief of Condé Nast Contract Publishing he maintained it was important for brands to provide a work of art that collectors want to show off and be aligned with. Emergence aims to do this through its design, casing as well as encouragement of art and design within the pages.
