Luxury houses are broadening their appeal with interactive experiences, from gelato pop-ups across Asia to in-store AR trials with Snap’s Spectacles 5 by Louis Vuitton and Dior. OTB Group is pushing into the Mexican market as part of its direct-to-consumer growth strategy, while Kering shakes up Gucci with the appointment of Demna Gvasalia to reignite flagging profits. Meanwhile, Farfetch is bolstering its global advertising platform to deepen brand engagement across 190 markets. Together, these moves underscore a shift toward experiential marketing, digital integration, and geographic diversification in the luxury sector.