Here’s another example of the Devil being in the detail.
In the never ending quest to differentiation some brands are trying to elevate the consumers’ perception of their offering by playing on the store’s attribute. Look for instance at this example found at the Francesco Smalto boutique located Rue François 1er in Paris.
Luxury is defined by marketing scholars as a category of products where the price is de-correlated of the utilitarian function. In other words, the price you are paying is far higher than most other products fulfilling the same needs. Art is another category of “product” where this absence of correlation can be noticed; the utilitarian value of a work of Art is indeed very subjective and the prices vary greatly.
To blur the frontiers between luxury and Art, Smalto is displaying its product in painting frames. This has been used already many times in other stores but the originality of this Smalto store is that the frame are actually outside the store.