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79 Sonic luxification
Sonic luxification
Luxury brands from fashion to auto are investing in audio hardware, luxifying the listening experience.
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Louis Vuitton is dipping a toe into audio tech. The designer clothing and accessories brand released a portable speaker in July 2021. The Horizon Light Up speaker, which rings in at nearly $3,000, is loosely modeled after the brand’s Toupie handbag—complete with the signature LV pattern.
Mercedes-Benz is the latest luxury automaker to partner with a high-end audio company. The car company announced that it will add Dolby Atmos speakers to its top-of-the-line models from summer 2022.
The evolution of Apple’s listening devices over the past five years offers a perfect case study: where Apple once included free corded headphones with every new iPhone, it is now nudging iPhone users to purchase increasingly high-end headphones. Since releasing the first generation of AirPods in 2016, starting at $159, Apple has progressively stepped up both function and price— peaking with AirPods Max, which were released in December 2020 and sell for $549. At the end of 2020, Apple stopped including free headphones with iPhone purchases altogether.
Why it’s interesting The premiumization of audio is underway. Audio will be a key channel for luxury brands moving forward—and a crucial element to consider when crafting luxury experiences.
