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LVMH / The House: AI-Powered Creative Intelligence For Luxury Brand Systems
The Challenge
With a multi‑house portfolio and rapidly evolving cultural moments, LVMH needed a unified, intelligence-led way to design, test, and scale creative that felt uniquely on-brand for each maison—without slowing down local teams or diluting heritage. Traditional creative workflows, market research, and manual content testing couldn’t keep pace with seasonal calendars, capsule drops, or region-specific activations.
What We Built
The House OS: A modular suite that includes Creative Route Finder, Brand Decoder, Audience Composer, and Journey Mapper—deployed for cross‑house planning and local market execution.
Our Solution
We deployed Aion Labs’ Lyrical 2.0 stack to build an AI-driven creative operating system (“The House OS”) that couples brand DNA with live audience behavior:
- Data Fabric: Ingested multi-source data (owned social, campaign performance, CRM segments, retail signals) into a unified brand graph and creative asset lake.
- Creative Intelligence: Trained maison-specific “brand decoders” to preserve signature codes (materials, silhouettes, palettes, typography, tonal language) while suggesting culturally relevant variations by market.
- Rapid Validation: Ran virtual surveys and behavioral tests on 5–7 priority audience clusters per maison to score creative routes against desirability, distinctiveness, and purchase intent.
- Journeys & Orchestration: Mapped creative touchpoints across awareness, inspiration, consideration, and post‑purchase, then auto-generated kit-of-parts assets tailored to channel and audience.
The Results
The House OS: A modular suite that includes Creative Route Finder, Brand Decoder, Audience Composer, and Journey Mapper—deployed for cross‑house planning and local market execution.
Time‑to‑Concept
Brand Integrity
98% adherence to maison codes across markets, verified via our brand decoder scoring.
Performance Lift
+21% uplift in save rate and +17% CTR across paid social variations tested in EMEA and APAC.
Localized Resonance
Generated micro‑collections of creative for key cities (Paris, Tokyo, Seoul, NYC), each reflecting local cultural signals without sacrificing heritage.
Why This Approach Works
Luxury brands win by marrying timeless codes with timely culture. Our AI framework keeps maison identity intact while tuning creative to how people actually behave in their feeds and stores—replacing guesswork with behavioral truth and delivering creative at the speed seasonal calendars demand.