Digital Identity

Of all the trunkmakers in Paris, Goyard is the longest-established. It is also among France’s most hush-hush luxury Houses. Goyard has been purveying its wares to princely courts and prestigious clients since its establishment in 1853. Made-to-measure trunks were invented by Goyard – beautiful objects like Sir Arthur Conan Doyle’s office trunk, Coco Chanel’s hanging wardrobe-trunk, and a series of light luggage cases for Marilyn Monroe.

Goyard continues the tradition to this day by designing exceptional trunks and small leather goods sheathed in the House’s emblematic chevron-patterned canvas. Goyard’s boutiques are to be found in the world’s greatest capital cities, allowing connoisseurs around the world to appreciate the House’s inimitable style and character. Building on its rich legacy, Goyard is cultivating a digital identity in line with the House’s history, know-how and values. Luxury brands are now investing heavily in digital technology to sell their products online. The product is no longer valued for its uses and features – it has become normalised and is losing its identity.

Goyard is a hush-hush House. It has never advertised and cultivates this difference, which sets it apart in the luxury sector. Our intention is to replicate this core identity in the digital realm and go against the market.

The idea is to create a website for Goyard with no products on display. Like a door left ajar, it should give but a glimpse of Goyard’s world.

A first step in building this digital voice is the brand film that opens the website. We produced the Rendezvous film which takes viewers on an original journey through the Goyard world as age-old trunkmaking craftsmanship fuses with the timeless elegance of French art de vivre.

Shot in Paris at the House’s historic 233 Rue Saint Honoré showroom and in Goyard’s workshops in Carcassonne, the film is a reflection of the House’s values.

The ten chapters of History & Know-How immerse us in the story of Goyard with short animations that retrace how this outstanding House came into its current form.

Along with an up-to-date news feed, the website features articles highlighting little-known facets of Goyard’s rich history and reporting on the House’s current activities.

The website is localised in seven languages: English, French, Spanish, Japanese, Korean, Chinese (Traditional and Simplified).