Lincoln and Hearst Magazines are launching a print and online series that focuses on the craftsmanship of luxury. Renowned artisans are featured, including chef Richard Blais, jewelry designer Karen Erickson, and men’s fashion designer Kevin Stewart. Each shares their outlook on how traditional ideas can evolve into something new for today’s luxury consumer.
The New Century Craftsmanship Idea Series was created to engage with readers in ways that inform, enlighten, and bring new focus to notable artisans who understand key elements of luxury and constantly innovate for their craft in unique ways.
As part of the New Century Craftsmanship Idea Series, Lincoln and Hearst will run print ads in issues of select Hearst magazines.
“True craftsmanship starts with personal experiences that inspire creativity in taking ideas to the next level,” said Lincoln’s Wolff. “Driving a Lincoln is an extension of the individual, and we create luxury by giving people personal experiences that transcend just driving an automobile – much like crafting jewelry, food or men’s shirts.”
As part of the series, consumers can purchase hand-crafted luxury item created by these artists when they watch the featured web videos.