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While most companies think dropping words like "search engine optimization" and "native advertising" is polite luncheon conversation, Céline is unconvinced. Marco Gobbetti, the French luxury brand's chief executive officer, spoke with WWD about store expansion—a focus they are far more interested in than anything on the world wide web.
And perhaps rightly so. The brand rose to the forefront of current popular conscious under Phoebe Philo, who defined the sleek minimalism that Zara so loves to crib on. Their stores are artisticly designed and further emphasize real-life interaction. For example, Danish artist Fos has created several installations for London's new flagship, which opened today. The ol' Céline store standbys like marble and onyx cubes are complimented by a steel-wrought handle, banana plants in terra-cotta pots and a brass chandelier. The paired-down interactions are about the Céline aesthetic in 3D rather than 2D. (Still, if nothing else, its highly Instagram-friendly.)
The store expansions will follow in America in Vegas and downtown NYC. Gobbetti noted, "The American client is one of our best clients" because "there is a great affinity in terms of aesthetics." But you'll have to plan a trip to either one of those stores if you want the Céline experience. The brand "continues to shun online selling, preferring to engage with its customers directly 'in the way they like to be engaged'" according to WWD. Oh, also keep an eye out for newspaper ads. It's still into those.
· Céline in Expansion Mode With New London Flagship [WWD]
· Prayers Answered: A Céline Outlet Opened at Woodbury Common! [Racked NY]