The anatomy of desire: cracking the luxury code As the enduring undercurrent of the recession shifts from centre stage, luxury brands are well placed to remember their true potency, regain their status and kick aside the makebelieve recessionary masques that emerged as lower-ranking brands tried to steal their mantle with “masstige”, “fluxury” and the compromised tease of accessible premium. Luxury brands make us feel taller, sexier, wealthier, more complete. Through them we display status, command respect and live our dreams. Underpinning all these motivations is one driving force; at its core, luxury makes us feel more desirable.
How to crack the luxury code: Know thyself – define your position and then, in the words of Shakespeare, “To thine own self be true” Be future focused – picture today but imagine tomorrow. Today will be yesterday before you know it Monitor brand equity – nurture your hooks and never lose sight of your holes Preempt success – get it right first time and make it great first time. Calculated risk can reap big rewards Strike an emotional chord – distil your DNA into a distinct and compelling brand heartbeat Curate your anatomy of desire through design
We are a global design and innovation business
London
Hamburg
1 Craven Hill London W2 3EN United Kingdom Phone: + 44 207 262 44 88
An der Alster 3, 20099 Hamburg Germany Phone: + 49 40 380 374 0
Paris
Warsaw
32 rue Pagès 92150 Suresnes France Phone: + 33 1 46 97 50 00
ul. Łowcza 26 02 - 955 Warszawa Poland Phone: + 48 22 651 84 20
New York
Zurich
30 W 21st Street, 9th Floor New York, NY 10010 USA Phone: + 1 212 367 8800
Kornhausstrasse 49 8037 Zürich, Schweiz Phone: +41 (0)43 537 52 90
Hong Kong Dragon Rouge China Limited 42/F, Central Plaza, 18 Harbour Road Wanchai Hong Kong Phone: + 852 2512 1340
Shanghai Room 701, No 378, Wukang Road, Xuhui District Shanghai, P.R. China Phone: +86 21 6433 2058
Sao Paulo Av Eng Luiz Carlos Berrini 1748 23rd floor 2303 S達o Paulo SP Brazil 04571-000 Phone: +55 11 2663 2630
A unique talent‌ Gerome is one of the last Colour Ateliers in Europe. Based in our Paris office, his responsibility is to create new colours by hand. Gerome creates something truly unique for the brands we work with.
What we have learned We know that there are three important pillars in building and communicating luxury brands.
Craft Story Theatre
Intervention of the human hand - attention to detail artisan skill.
A strong rationale and emotional underpinning - allowing consumers to trade anecdotes - creating a life beyond the product. The right tone - the total experience - the service you provide before, during and after transaction.
raft
“Art resides in the quality of doing, process is not magic� - Charles Eames
Dior
For the launch of Dior J’adore perfume, we created print collateral targeted at fashion journalists.
Boss Orange
We created the brand identity and used our glass and metal knowhow to create packaging that embodies the vintage spirit of Hugo Boss Orange label in a new women’s fragrance using a ‘gem bottle’.
Martell
L’Or de Martell is the culmination of Jean Martell’s unending quest for innovation. We designed a decanter fashioned from pure crystal in which the precious liquid is concentrated in one tear drop shape. This design won a Pentaward Platinum in 2009.
Wyborowa
Using the iconic W from the brand logo-type, we created a very distinctive faceted bottle for a special edition. It sold out in two weeks when the plan was to have it on shelf for six months. Pernod Ricard said that the bottle is like a ‘work of art that highlights the quality of the vodka’.
tory
“Design is thinking made visible� - Saul Bass
Bulgari
We designed the first cosmetics range from the jeweller Bulgari taking inspiration from their heritage in gems and the light effects that come from them.
Krug
We have been instrumental in creating the iconic Krug range for “Krug lovers”. Beyond packaging, we have reinvented the House of Krug’s original codes and symbols through a careful, detailed and forensic journey through the brand’s archives, inspiring a delicate reinvention of the brand’s identity.
Martell
A new innovative addition to the House of Martell, this new creation for the Extra category is a tribute to the castle of Chanteloup, House of the Martell family in the city of Cognac. Martell Chanteloup represents the essence of the Martell “elegant way of life.�
Cruzan
By looking at the history of the Cruzan brand, we re-invented the range through identity, graphic and structural design as a truly genuine, authentic and premium global spirit brand. We revitalised a fragmented portfolio with a major overhaul for the Cruzan packaging range.

Nakheel
A new story shifted the positioning of Nakheel from developer to lifestyle creator. A simplified architecture provided the foundation for creating ‘one Nakheel community,’ bringing greater efficiency and collaboration between brands and teams.
heatre
“I don’t design clothes, I design dreams” -Ralph Lauren
Sofitel
The 135 Sofitel hotels were repositioned based on a new concept of luxury: a wealth of emotion inspired by cultural mixes, refinement, and sensorial experience. The brand generously borrows from the French art of entertaining, as reflected by its new slogan, “Life is Magnifique.�
Chapter Hotels
Swire Hotels, a leading luxury hotel group, managing intriguing urban hotels in Hong Kong and Mainland China, came to Dragon Rouge with the desire to translate their philosophy for relaxed and stylish hospitality to the UK market. We created a new brand name, a brand story and identity for the group of hotels and for each individual property.
Un Dimanche à Paris
We created a brand that was about taste and expertise, developing the name, the environment and the packaging with product bags reminiscent of the major fashion designers. We created an 800-square-metre location on the Cour du Commerce Saint André, where the “chocolate experience” is recreated around a shop, restaurant, lounge and large kitchen.
Dragon Rouge 1 Craven Hill London W2 3EN +44 (0)20 7262 4488 www.dragonrouge.co.uk