Following on from our coverage some years back, with the iconic collaboration with Italian house Ferragamo and wine critic James Suckling (the ‘100 points collection’), Lalique has continued to deliver consistently and master their corporate strategy.
Tucked away on Conduit Steet, a prominent, elegant and cool retreat on a summer’s day, Lalique’s facade is conservative and almost invisible to the uninitiated. Inside, the boutique stretches grandly in what is a lively exhibition of the world’s finest glassware with frequent odes to a vast history of haute jewellery and home collections. The boutique palette is typically soft and inviting, provoking feelings of warmth and homeliness, but nonetheless strikingly polished and adorned with luxury furniture and strategic lighting.
With their core collections, Lalique maintains the heritage of the elevated savoir faire glassware house it was founded as some 130+ years ago, maintaining a fluttering of art deco, baroque and art nouveau themes, but has recognised the need to adapt- and a shift towards tendering to the need of the modern global economy (and a new generation of prospective (younger) clientele) is recognised in the new collections- nods to the Asian market, for example are evident (see the glass rats stocked in-time for shopping, in anticipation of the year of the rat, the next Chinese (lunar) new year).
Whilst the core and quintessential ‘if you know, you know’ is present, Lalique continues to innovate, opening up new markets and territories. Of the host of new launches, the men’s accessories fill a hole in the house’s offering. In particular, the cufflinks stand out. The cufflinks embody the brand’s fine craftsmanship and themeology- the goddess
Arethusa’s ‘masque de femme’ is ever-present in both the men’s, women’s and home collections, bringing with here a serenity and depth of elegance reminiscent of the sun god, or perhaps Versace’s iconic medusa motif.
The collections are firm, rigid and pronounced, but nonetheless discrete in their attention to detail and purity over the brazen branding that has become commonplace in the luxury sector.
Opening up the doors of the house (that were once firmly closed) to markets and improving accessibility to the ‘mass’ market has been largely facilitated by collaborations, which should de-risk the strategy whilst proposing the Lalique brand as a more frequent feature in households. Past collaborators have included Bugatti, Parmigiani, Bentley and Ferragamo. Now, a release of a quintessentially Lalique bottle (‘Beluga Epicure’) is paired with ultra-premium Vodka brand Beluga, a darling of the Russian market that best accompanies Beluga caviar, predominantly found in the Caspian sea (bordering neighbours Kazakhstan and Turkmenistan).
Amidst these headline launches, Lalique introduces a breadth of home lines, and a resort glassware collection of warm trinkets, candles and miscellaneous items for the Christmas period, as well as a renovation of their in-house perfume/eau de toilette development. A notable addition to the women’s collection is the new fragrance ‘Soleil’, a fresh multi-layered concoction that embraces summery top-notes and reinforced with zesty fruits and fragrant coffee. The fragrance is reminiscent of Calvin Klein’s iconic eternity, but contributes more complication and mystique amidst the vibrance.
A strategic mastery, and a wonderful time to be a Lalique client- a true luxury experience and arsenal of launches, franchising the brand’s know-how, recognisable craftsmanship and sophistication of delivery to broaden the brand’s portfolio and to propose more solutions in household and fashion luxury.
47 Conduit St, Mayfair, London W1S 2YP, UK