Royal Copenhagen China
Danish porcelain maker Royal Copenhagen is giving consumers a first-hand experience of the brand’s craftsmanship with a series of classes at its flagship store.
During the summer months, consumers will be able to book tickets to a workshop where they will be taught by the brand’s artisans and paint their own dishes. This hands-on approach to exploring the craftsmanship behind its products will likely leave a lasting impact on participants.
“Engagement, pride and access are all pillars of luxury,” said Chris Ramey, president of Affluent Insights, Miami, FL.
“Even the wealthiest consumers can amused when they’re taught by Masters,” he said.
Mr. Ramey is not affiliated with Royal Copenhagen but agreed to comment as an industry expert.
Royal Copenhagen did not respond by press deadline.
Artisan class
Royal Copenhagen used social media to spread word about its classes. On Facebook, it told its 72,000 followers that if they are journeying to Denmark on holiday, they should sign up for one of the workshops.
Facebook post from Royal Copenhagen
This post included a link to its Web site, where more information could be found.
Royal Copenhagen is offering the classes solely at its flagship store at Amagertorv 6 in Copenhagen.
Consumers can choose to paint either a Blue Fluted Mega plate or thermo cup or raw porcelain with the brand’s iconic blue paint. During the one and a quarter hour sessions, the skilled artisans who work for Royal Copenhagen will teach the consumers how to paint on the material.
At most there are 15 participants in each group, making for an intimate experience.
Royal Copenhagen provides tea and coffee for the consumers.
Royal Copenhagen teapot
The items will be available for consumers to pick up four to five weeks later, after they have been glazed and fired. If the consumer is in another country they can have their piece shipped globally, making it easy for visitors to participate.
During July and August, Royal Copenhagen is offering classes two times a day on Fridays, Saturdays and Sundays.
Consumers can book online, with each individual ticket, including a plate or cup, costing about $55.
Tickets are released four weeks in advance, and many dates are already sold out.
Those wishing to have a more exclusive experience can also arrange a VIP session by contacting the store directly.
Stroke of genius
Other home brands have flaunted their craftsmanship through events.
Italian furniture brand Poltrona Frau is highlighting the craftsmanship of its pieces through a touring event.
The brand’s “Muestra Itinerant Poltrona Frau: La Inteligencia de Las Manos,” or “Intelligence of the hands,” will touch down in five Spanish cities, starting with Madrid on June 18. On the first night of each stop, an artisan from Poltrona Frau will be on hand to demonstrate the processing of a Chester sofa, providing a first-hand look at the production steps for consumers (see story).
This takes that concept a step further, by allowing consumers to actually participate.
Giving consumers carte blanche to make an iconic piece their own allows them to feel more connected to a brand.
Italian fashion house Fendi is connecting with aspirational consumers through a new mobile application for tablets that uses its Baguette as a blank canvas for creativity.
Through the “myBaguette” app, consumers can virtually paint their own Baguette and share it with a community of other registered users. This app creates an interactive experience for consumers regardless of their ability to purchase a physical Baguette, and will further fans’ loyalty to the brand (see story).
Royal Copenhagen’s experience will likely stay with consumers.
“They’re creating life long memories and customers,” Mr. Ramey said. “They’re also teaching appreciation for their art and brand.”
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York