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Stories through Provenance for high-end design businesses

Wayne McMaster

28 July 2016

Provenance should always be a consideration for a high-end design business, however if you're provenance isn't attractive, don't emphasize it, shift the emphasis as Apple and other have done - up stream, the provenance for them is held in the design "Designed in California", not in the manufacture, which as been outsourced to China. This is why yo
Provenance is something many high-end brands can and should leverage. It's just a matter of figuring out how best to do so.

For new brands, its necessary to find you story quickly. Just because your brand is new doesn't mean you have no opportunity to build on your provenance or heritage. The where and how are a powerful source of myth at a time when we seem to be obsessed with the craft, authenticity, and personality of the places and people behind the things we buy. A brand's provenance comes to life not only through the offering but the story that can surround it.

The story of their heritage and attention to detail is beautifully told in this video. Ghurka leather bags provide an excellent example here:

The Ghurka Story from Ghurka TV on Vimeo.

 

Johnsons of Elgin are another excellent example of delivering their story, as a manufacturer of knitted and woven cashmere and fine woollens for over 200 years, the craft and spirit of Johnstons of Elgin’s textiles provided the inspiration for our concept; this has been celebrated through a contemporary store design which draws on their provenance and heritage of the brand.

Johnstons of Elgin - 77 New Bond Street, The Journey from Checkland Kindleysides on Vimeo.

 

Dunhill provides a brilliant benchmark for those considering their how their portfolio of products can be creditted to a collection of artisans across the country or around the world: Provenance Ensemble
https://vimeo.com/69091517

DUNHILL: PROVENANCE ENSEMBLE from Just So on Vimeo.

If you like to find out more about how we could help your business to articulate your authentic story through animation, video or photography, drop us a line.

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