PRODUCT LAUNCH MARKETING CONCEPT: ROLLS-ROYCE GHOST (2016–2020)
Studio Kippenberger was hired by Rolls-Royce as a “Luxury Intelligence Unit“ to conceive a contemporary marketing concept for the 2020 launch of the re-designed Ghost model. We developed the concept of the “post-luxury / post-opulence” consumer.
Extended reserach lead to a textual and visual exploration of place and power formed over the course of multiple years. This project takes the form of a printed fanzine-style assemblage of stunning imagery and candid, contemplative written excerpts tracing an extended narrative of time spent with automotive icons.
It is a counterpoint to the prevailing culture of quantity-driven oversaturation featuring reflections on identity, process, and the inner workings of creative industries. The publication mines concepts of the post-luxury consumer: the discerning consumer who wants more from established norms of “luxury” and challenges ideas of satisfaction in modern society. The post-luxury consumer operates on the ethos that simplification and a sense of relief go hand in hand, allowing one to concentrate on the truly essential.
The aesthetically compelling visuals and forthright texts that line the publication’s pages complement this sentiment, presenting a direct outlook on what are often considered aspirational objects. Taken as a whole, the publication is a treatise on consumption, narrative, self-determination, perseverance, and commitment.
