Finding the right balance in luxury brand design By Darren Gilbert When you were a child, what did you dream you would own in your adult life? Did you covet that red Ferrari you saw speeding past on the highway? Perhaps it was a Lamborghini, your mother’s scarlet high heels or a special string of pearls – there was definitely something. Now ask yourself why you wanted them. Why choose that Maserati over a reliable Volksagen? And why not a pair of comfortable loafers? There is, as we all know, something to be said for form over function. What makes luxurious brands so deliciously enticing that you will work extra hours in a job you hate to get your hands on them is something you don’t engage with when considering a Tag Heuer watch or Hugo Boss eau de parfum. While it does come down to the intangible aura around these brands and the value that society puts on them, they wouldn’t be where they are without one thing: a good, strong design. The two aspects I want to look into in this respect are: How much of an impact does design have on a luxurious brand? And is there a ‘winning’ formula when going about the design of a luxury brand? They’re best answered by someone like Jason Kempen, a recipient of numerous prestigious awards for his creative talent, including a Gold Clio Award and many Loeries. He also happens to be head of design at Cape Town-based agency, Fountainhead Design, and his answer to my first question comes with emphasis – the impact is bigger than you may think. 25●NOVEMBER●2011●COUP