State of Lux

A neat little collaboration between Blackberry and Monocle has produced 100 limited edition devices, which come preloaded with Monocle’s 25/25 travel guides.

We predict this is the tip of the iceberg for collaborations between ‘hardware’ (be it technology, luggage or apparel) and content providers because:

i) It offers luxury brands the opportunity to reinforce their positioning with like-minded brand

ii) They can sell more product with limited edition cache, and

iii) It offers real value to customers