A curiously abstract future has been germinating among French luxury brands and institutions of Comité Colbert through a series of cryptic social media posts. It is “a utopia created by french luxury” called “Dreaming 2074”, culminating in a collection of science-fiction short stories, new vocabulary and music, which can be downloaded at www.dreaming2074.com
To back up a few steps, Comité Colbert, founded in 1954 by Jean-Jacques Guerlain, is an organization made up of 78 luxury houses and 14 cultural institutions in France to promote the concept of French luxury. Brands such as Cartier, Mellerio dits Meller, Veuve Clicquot, Lanvin, Givenchy, Guerlain and the Louvre (just to name a few) were part of this collaboration. The essence of the collective project “Rêver2074” (Dream2074) is designed to share, preserve and celebrate 60 years of French luxury and heritage… and live into and lead an inspiring future.