LuxeBook April 2020

10 | APRIL 2020 The tech way In the art world, auction house Sotheby’s shifted some of its spring auctions online. It also debuted a new e-catalogue experience featuring enhanced visual storytelling through video and interactive media. “…Sotheby’s has invested heavily in technology to ensure that we have the very best digital tools in the market place – including our propriety online sales platform – which we are using to benefit and support our client,” said Charles Stewart, CEO, Sotheby’s in a press statement. The National Centre for Performing Arts has been uploading the recordings of its performances on its YouTube channel for people to watch at home. Similarly, Mumbai’s Chhatrapati Shivaji Maharaj Vastu Sangrahalaya has been sending out free e-copies of their historical books and also conducting arts and crafts classes online. Promoting self-care Beauty and wellness brands are urging people to indulge in self-care through social media. In the absence of brick and mortar stores, Kama Ayurveda too has taken to social media. “It has become our biggest touchpoint to inform consumers about the precautions they can take and the beauty tips and regimes they can follow,” says Vivek Sahni, Founder of Kama Ayurveda. The brand’s Ayurveda experts are also sharing information on ways to build immunity and stay healthy during the pandemic. Additionally, they are assembling a home delivery system, through which the brand’s discerning consumer’s preferred products will be delivered to his/her home after the lockdown ends. Mussadiq Merchant, Director, Fashion Identity Pvt. Ltd (Nashi Argan India) is cashing in on the opportunity to live clean. “Being a truly Italian sustainable brand, it prides us to see that nature has hit the reset button and the air is much purer, the waters clearer and people are leading a more conscious, fruitful life. If we can use this as a testament and make smarter choices, we can do better for our future generations.” The White Door spa has shifted its focus from service to retail and is also banking on self-care. “We have started sharing tips and suggestions with people to try at home (on social media platforms). From face masking, while you work from home, to using jade rollers to relax your face muscles and boost circulation and the use of body scrubs to ensure you feel your Sunday best, every day, The White Door India would like to remind people to be mindful and not to neglect their hygiene and health during this time,” says Sana Dhanani- Founder &Managing Director, The White Door India. Sana Dhanani Founder & Managing Director, The White Door India The White Door spa Amongst the most active online players during the lockdown is the fitness sector. Mallika Parekh’s Physique 57, a barre studio has been conducting workout sessions on the Zoom app and has also monetized it. Armchair travel Outside India, the Washinton DC Tourism has amped their game with armchair travel. They have created and made available to netizens virtual tours of many of the city’s attractions. These are the Smithsonian National Air and Space Museum, The Hirshhorn Museum and Sculpture Gardens, The Smithsonian National Zoo, The National Portrait Gallery, the Cherry Blossom Festival and the John F Kennedy Center of Performing Arts. BLADE India, a helicopter taxi service, has taken the music route to make their presence felt while their flights are suspended. They have curated a number of songs in a collection that is available on Spotify, a music app. Blade India has linked music with travel, highlighting its on-board music experience with high-end Boss speakers installed inside the chopper for every passenger. The important thing is to be consistent and not give up. “After all, in these tough times, customers will remember brands that were trying to give world-class products and services despite the challenges. Luxury brands need to be LUXE and not LAX,” says Kapoor. Mallika Parekh’s Physique 57 Lincoln Memorial, Washinton DC Tourism APRIL 2020 | 11