NEW TREND, BRAND NAME ASSOCIATIONS

BRANDS ARE FOCUSING ON PRODUCT DEVELOPMENT WITH DIFFERENT BRANDS AS THEIR NEW GENERATION MARKETING COMMUNICATION STRATEGIES.  

The artistic touches on the famous names’ designs create a multiplying effect on brand positioning. For example, Coca-Cola has worked with famous names such as Manolo Blahnik, Jonathan Saunders, Matthew Williamson, and Patricia Field on different bottle designs. Brands like Ralph Lauren and Tag Heuer also put their signatures under innovative designs by cooperating with different tech companies. The number of examples such as Heidi Klum designing the New Balance capsule collection, the famous designer John Varvatos and the Missioni brands coming together with Converse, Nike hiring the Brazilian designer Pedro Lourenço to design a training collection will quickly increase in the near future. Let us all take a look at the 5 latest brand collaborations that have created much more interesting concepts by combining their design visions and innovative perspectives.

Montblanc-Apple Cooperation 
One of the world’s most prestigious pen brands, Montblanc has made cooperation with Marc Newson, an industrial product designer who works within Apple. The pen that Newson designed for Montblanc, which is called the ‘Montblanc M’, gets its charm from its simplicity. The product hosts the perfect harmony of Montblanc and Newsons traits. Apparently, the designer did a very good job of hiding the history of the brand with a modern touch within the pen. Actually, the reason behind Montblanc that had cooperated with brands such as Louis Vuitton, Dom Pérignon and Smeg, wanting to trust Marc Newson, the designer of the first pen that was promoted by Hermés last year, is right in here. It is because; Montblanc’s goal is to infuse its brand with youth and innovation through Marc Newson.

Mercedes-Benz and Lufthansa Cooperation
Mercedes-Benz and Lufthansa Technik came together to increase the flight comfort of their passengers to a maximum and designed VIP cabins. In the cooperation of the duo, Mercedes’s design and Lufthansa’s technological expertise came forth. The VIP cabins that were prepared with an interpretation different from regular cabin designs have the capacity to appeal to the hearts of luxury consumers of every age and nationality… There is an eating area and a sitting area in the co-produced cabin. Mercedes was inspired by the technology of their S-Class cars when making the windows of the cabin. The window glasses automatically adjust depending on the amount of light entering the cabin from outside and slowly filter so the passengers’ eyes do not get tired. The cooperation that was showcased during the European Business Aviation Convention and Exhibition (EBACE) in 2015 in Geneva will only be present on Lufthansa’s selected planes.

Bvlgari-Maserati Cooperation
In 2004, Bvlgari and Maserati designed the limited edition Bvlgari Octo Maserati chronograph sports watch that symbolizes the creative and perfectionist approach of the two brands, with the means of celebrating the 100th anniversary of the Maserati brand that combines prestige and luxury with the automobile concept. Besides the Octo Maserati’s chronographic technical features, every interesting detail in its design carries signs of Maserati’s world. The Maserati Brand, which reflects luxury and sportive concepts in the automobile sector in the best way, has been creating an exclusive world for automotive enthusiasts for 100 years. Maserati appeals to a very particular mass of clients with its difference in its design concept, its approach towards quality and its high performance models. The watch that attracts attention to itself with its style has a bright steel frame and a quadrant with a 45 mm diameter. The colors and patterns on the quadrant clearly state that it is a Maserati product. Because the two colors, blue and white, that the company uses the most were also used for the watch. There is a 10-minute counter located right under the 12 o’clock pointer. Additionally, there are 3 more counters located on the watch… there is a 30-minute counter, a 60-minute counter, and lastly a second counter. For its strap, black leather straps were preferred. The crown was designed to be steel.

La Prairie-Baccarat Cooperation
The cooperation of the Swedish luxury cosmetic brand La Prairie and the crystal giant Baccarat have awoken curiosity within the sector. The container of the skin care cream with caviar named ‘Caviar Spectaculaire’ that was produced by La Prairie, which is famous around the globe with its luxury anti-aging products, was produced from 940-gram Baccarat crystals. The bowl has 75 ml of cream. Caviar Spectaculaire, which is produced only 500 thousand, has carried the luxury perception of the two brands to a much higher grade. The most crucial point of the cooperation is that you can use this exquisite crystal bowl as a caviar bowl. After you run out of cream, you take the small cream box out of its receptacle. The bowl that reflects the La Prairie brand with its cobalt blue touch turns into a stylish caviar bowl in an instant for your important guests.

Mikimoto-Lauduree Cooperation
Mikimoto, one of the first jewelry brands that come to mind when you hear someone say ‘pearl’, came together with the French bakery Ladurée that is famous with its chocolates and macaroons. For this cooperation, Ladurée specially designed two macaroon flavors with pale colors suitable for the naive composition of a pearl exclusively for Mikimoto. The boxes in which the macaroons are placed are decorated with Mikimoto’s pearl necklace. Ladurée is a brand accustomed to such collaborations. The brand has come together with brands such as Lanvin, Pucci, Christian Louboutin and even Pharrell Williams. However, the Mikimoto cooperation is the first time that the famous macaroon makers come together with a jewelry brand.