Luxury fashion brand Louis Vuitton has developed a new app for the iPhone in a bid to create a social network based around lifestyle and travel. The new 'Amble’ proposition acts as a from of ‘digital travel diary’, turning the travel experience into a sharable emotional style journey.
At its most basic it is a simple photo diary app, as per Instagram or PicPiz, enabling the luxury set to showcase their lifestyle travels in pictorial form across Twitter and Facebook, while also integrating this content into a dedicated Amble website.
The app also utilises GPS location-based technology via its ‘Around Me’ function to highlight places of possible interest with a clever augmented reality overlay. “Let augmented reality lead you, record your travel experiences, visit your favorite celebrity’s spots – it’s everything you need to create unforgettable journeys," states the high-end fashion brand.
The Amble concept draws on the well-established ‘Louis Vuitton City Guides’ platform, which harnesses inspiration courtesy of a selection of ‘LV Friends’; a series of personalised travel guides from high profile ambassadors. For example director Sofia Coppola provides an intimate account of her own personal style hot spots around New York, while actress Rachel Weisz highlights London’s vintage treasure troves around Primrose Hill.
“Amble is a very natural extension of the Louis Vuitton brand that should prove to be a practical utility for their core demographic,” said Sean Rosenberg, MD of Grapple Mobile.
Overall is a clever meld of luxury lifestyle content and travel memories, fused with all the necessary social media connectivity for the chic business traveller and well-heeled socialite or the drop in aspirational consumer. Amble has all the credentials to become a serious contender in the travel app stakes, by putting execution and usability first and foremost over heavy handed brand messaging.