Future+ Fridays | Issue40

1. ‘Enigma’ unveiled: Louis Vuitton's next step in gaming and web3

What's happening: Louis Vuitton celebrated its one year anniversary on Discord, by releasing "Enigma", an immersive riddle-solving digital game, deepening its ties to Web3 and gaming, live until the 30th of November with the game’s solution unveiled on December 1st!

TLDR:

• Louis Vuitton’s Discord server, launched in 2023, to foster community engagement and education while supporting Web3 initiatives, like the VIA NFT project and exclusive community content.

• The "Enigma" game challenges users to solve daily riddles and locate the brand mascot, Vivienne.

• This isn’t Louis Vuitton’s first gaming venture—it follows "LOUIS THE GAME" (2021).

• The brand’s parent company, LVMH, has collaborated with Epic Games since 2023 to integrate virtual world tech into creative and customer experiences.

• Discord is a key player in gaming, with 200 million active users monthly, 90% of whom are gamers.

• With native game streaming and partnerships with Xbox and PlayStation, Discord predicts multiplayer gaming will grow by a billion players in the next decade.

• This validates the trend of brands launching gamified experiences and branded games, either on platforms like Roblox, Fortnite, or through stand-alone experiences. Many luxury brands, such as Givenchy, Burberry, and Prada, have also dipped their toes in gaming and web3 ventures.

Why it matters: Louis Vuitton’s strategy reflects a growing trend among luxury brands leveraging gaming and digital platforms to engage younger, tech-savvy audiences. Discord’s immense popularity and gaming focus offer a prime space for fostering community, creativity, and brand loyalty. By investing in immersive experiences, brands are reshaping how luxury interacts with culture, storytelling, and technology. Over the past year, many luxury brands have launched initiatives on virtual platforms, yet Louis Vuitton has been notably absent from this space since its 2021 game. This raises the question: does this mark a return to virtual experiences for the brand, or is it simply a one-off experiment?

2. Formula 1: the new playground for fashion, luxury and lifestyle

What's happening: Formula 1 is rapidly becoming a prime opportunity for luxury and lifestyle brands to redefine their identity and reach new audiences. Iconic automakers like Ferrari, BMW, and Porsche are blending engineering excellence with cultural storytelling to connect with younger, digitally savvy consumers. At the same time, fashion and luxury are leveraging F1’s growing popularity among women and Gen Z to position themselves at the intersection of prestige, performance, and lifestyle. With high-profile partnerships, global campaigns, and a focus on inclusivity, F1 is turning into a branding goldmine for luxury players.

TLDR:

• Luxury cars are evolving from manufacturers to lifestyle leaders, blending engineering with aspirational branding.

• We see younger and diverse audiences reshaping the market, with digital-first strategies and flagship experiences driving growth.

• Formula 1 has become a platform for lifestyle marketing, combining speed, engineering, and luxury glamour.

• Fashion brands like Reiss, PacSun, Hugo Boss, and Abercrombie are using F1 partnerships with automotive teams to tap into the sport’s growing appeal especially among younger female audiences.

• Digital engagement through F1 partnerships is achieving measurable success, like Reiss’s McLaren campaign, which increased engagement by 2,563 percent.

• Puma is leveraging F1 through a bold presence at the Las Vegas Grand Prix, including a new flagship store, fan-focused activations, and collaborations with athletes like Charles Leclerc to engage younger, digitally native audiences.

• The rise of women as F1 fans is driving sponsorships and influencing marketing strategies, notably with the creation of F1 Academy — an all-female, racing series launched by F1 in 2023.

• Cross-industry collaborations, such as McLaren with Peninsula Hotels and LVMH’s decade-long deal with F1 (discussed previously here), show how brands are creating luxury experiences beyond the racetrack.

Why it matters: Fashion and luxury are increasingly intersecting with Formula 1, transforming it into a nexus of culture, technology, and branding, across both luxury and lifestyle. As younger audiences and also women become more prominent in the fanbase, brands are innovating to maintain relevance. For automakers, F1 offers an opportunity to enhance their legacy while broadening their appeal. Adjacent industries such as fashion, watches, and travel find that F1's glamour and extensive reach provide a platform to seamlessly integrate into the lives of affluent, aspirational consumers. In a rapidly evolving market, F1 is emerging as a dynamic platform for redefining luxury and expanding its audience.

3. Ralph Lauren’s Polo bear gets an AI makeover for the holidays

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What's happening: Ralph Lauren is elevating holiday retail with AI-powered interactive displays featuring its iconic Polo Bear in flagship stores worldwide, aiming to create immersive and memorable experiences during a critical shopping season.

TLDR:

• Ralph Lauren’s new holiday window displays bring the Polo Bear to life using AI in stores across New York, London, Tokyo, and Chicago.

• In New York, the bear appears in a penthouse setting overlooking Central Park, while in London, it tailors gifts in a cozy wood-paneled haberdashery.

• The displays, developed over six months with tech studio Cinimod, blend 3D animation with real-world props for a lifelike, cinematic experience.

• The brand had previously partnered with the tech studio for their 50th anniversary creating a hologram activation in NYC.

• The move aligns with Ralph Lauren’s history of innovative retail, described as “entering a movie set” by Chief Branding Officer David Lauren.

• Ralph Lauren’s strong sales growth with a revenue growth of 6% in the quarter ending in September, contrasts with a luxury market slowdown, positioning the brand to capitalise on this holiday season.

Why it matters: The holiday season is a make-or-break time for retailers, and Ralph Lauren’s approach highlights the growing importance of immersive experiences in physical stores. Despite economic pressures on the luxury market, the brand’s innovative displays show a commitment to capturing consumer attention and reinforcing its iconic status. With foot traffic still critical—and only about half of Americans plan to shop in person—these AI-powered windows merge nostalgia, technology, and branding to stand out in a crowded, competitive holiday landscape.

4. Art Basel unveils game-changing AI app for Miami Beach 2024

What's happening: Art Basel is set to unveil its new AI-powered mobile app next week at the 2024 edition of Art Basel Miami Beach, marking a major step forward in how visitors connect with art. This exciting development promises to transform the experience of exploring the show by providing a personalised, interactive digital guide to everything Art Basel has to offer, from the artworks and galleries to cultural events and dining recommendations around the city.

TLDR:

• The newly redesigned Art Basel app was designed as a "trusted companion" to enrich visitors' connection with art and simplify their experience.

• The art features the Art Basel Lens using AI to provide real-time information about artworks through scanning or photo uploads.

• Innovative features include Art Basel Companion, powered by Microsoft Copilot, for personalised scheduling and recommendations.

• Collaborative effort developed with contributions from Microsoft and leading digital agencies.

• Partnering with Microsoft represents a meaningful collaboration ‘about unlocking opportunities for deeper connections with artists and galleries’ (Microsoft VP Steve Clayton).

• The app offers personalised itineraries, cultural highlights, and exclusive VIP benefits

• This is a groundbreaking step in combining art and digital innovation for a more accessible and engaging experience,

Why it matters: This app redefines the art fair experience, breaking down barriers like intimidation and accessibility while enhancing engagement. By integrating AI and intuitive design, Art Basel offers a more inclusive way for visitors to connect with art and cultural programming. As one of the first large-scale AI applications in the art world, this marks a pivotal step for art fairs and shows globally. It sets a precedent for how technology can transform the art experience, paving the way for similar innovations in the future.

5. Culture spotlight: Gucci sponsors Electric Dreams, exploring art and tech before the nternet at the Tate modern

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What's happening: The Tate Modern's new exhibition, Electric Dreams, sponsored by Gucci, is an incredible curation of works at the intersection of art and technology before the internet era, showcasing over 70 artists who pioneered digital and immersive art.

TLDR:

• Electric Dreams is on display at Tate Modern, London, from November 28, 2024, to June 1, 2025.

• The exhibition examines the integration of machines and algorithms in art before the internet era. It includes optical, kinetic, programmed, and digital artworks, such as psychedelic environments and early computer-generated pieces.

• Featured artists include Atsuko Tanaka, Otto Piene, Carlos Cruz-Diez, Rebecca Allen, and Samia Halaby.

• The Guardian describes the exhibition as a "sensory overload of whirring motors and flashing lights," highlighting early kinetic op-art and algorithmic abstract compositions.

• Gucci is sponsoring the exhibition after staging creative director Sabato De Sarno’s cruise 2025 show in the city, which has led to a variety of activations in London— this exhibition is part of a collaboration aimed at supporting young creatives and fostering community engagement.

Why it matters: Electric Dreams offers a captivating journey through the foundations of digital and immersive art, highlighting how early innovators shaped the tools and aesthetics integral to today's technology and design. By featuring artists who utilised machines to augment perception and creativity, the exhibition underscores the enduring relationship between art and technology. Sponsored by Gucci, this initiative not only celebrates past innovations but also inspires new generations of artists and audiences, emphasizing the importance of creativity in technological advancement.