build the legend Storytelling aims at creating dreams of exception and makes the clients feel they have reached a universe apart. They are themselves apart. ” In luxury, a past is not enough. Dates are not important as long as they do not write a legend, inviting the client to be part of. Dreams are made of images. Storytelling is a set of images and each product should have its own storytelling. And these narratives “ of the brand. J.N. Kapferer