Moynat carrier trunk on display at the InterContinental Paris Le Grand
LVMH-owned leather goods brand Moynat is educating affluent travelers on its travel heritage with an exhibit at the InterContinental Paris Le Grand hotel.
The lobby of the hotel houses trunks and luggage from the brand’s archives that becomes part of the interior décor. By having this exhibit as an integrated part of the hotel environment, Moynat will be able to reach consumers as they pass through the first floor.
"The InterContinental Paris Le Grand is a premier environment to elevate brand awareness of Moynat's craftsmanship and heritage," said Nancy Cassill, PhD, executive director of the North Carolina State global luxury management program, Raleigh, NC.
Ms. Cassill is not affiliated with Moynat but agreed to comment as an industry expert.
Moynat was unable to comment directly before press deadline.
Looking back
Moynat’s “La Memoire des Malles” exhibit opened on June 12, and will run for a month, until July 12.
Promotional image for Moynat "Le Memoire des Malles" exhibit
The exhibit traces the house from 1907 to the present.
On display is the limousine briefcase, which was designed with a curved shape to fit into the trunk of a car. There is also the mail trunk.
Moynat limousine trunk, bottom, on display
For consumers who cannot be in Paris for the exhibit, Moynat used social media to include them.
On Instagram, the brand picked a few trunks to highlight, providing text along with the images to give a brief history.
Instagram post from Moynat
The brand used its Tumblr and Facebook to give a more complete tour of the exhibit, taking advantage of the platforms’ abilities to share a large amount of images in a contained set.
Moynat, founded in 1849, was shuttered in 1976, and was obsolete until LVMH bought the rights to the brand in 2010. As Moynat continues to return to consumer attention following its more than 30-year hiatus, this exhibit will further raise awareness.
This is also something of a homecoming for the brand, since the InterContinental Paris Le Grand is located in the neighborhood of the opera house, where the brand's historic boutique was housed.
Original Moynat boutique pictured in 1903
Moynat distinguishes itself from contemporaries, such as Louis Vuitton, by focusing on the fact that it is the only trunk maker founded during its time by a woman.
Expansion mode
Moynat has been spreading awareness of its brand on a global level with new initiatives.
For instance, the French luggage maker expanded its retail footprint with its first store outside of France.
A next step in the house’s revival, LVMH-owned Moynat opened its second permanent boutique in London on Mount Street, following the reopening of its Paris store in 2011. Since the brand is in the process of renewal, it makes sense for it to return to a city with which it has a long history (see story).
Other apparel and accessories labels have turned to hotels to stage exhibits in an easy setting.
Mandarin Oriental Hong Kong is targeting fashionistas with a new room package centered on French fashion label Chloé.
Consumers who book will be treated to a branded tea in a room housing an exhibit about the brand’s history, as well as getting other insider exclusives. This will allow the fashion brand to connect with an important target audience (see story).
These exhibits elevate the travel experience, a perfect goal for a company founded on travel essentials.
"[Moynat's] exhibit, combining travel and hotel, integrates the art with a luxury experience," Ms. Cassill said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York