Here we go: first create a box, nothing fancy, make sure it is sort of handy to stack, add some heavy locks and print logos all over the place. Now, this is key: persist. Grow as old as you possibly can and keep producing the box without ever changing a single thing. We know, that sounds dull and you personally would want some variety, but trust us: change nothing and after a while people will think it’s authentic. It’s 160 years later and Louis Vuitton’s luggage has become the summit of luxury and style. Maybe it’s the biggest hoax in modern history, maybe it’s the best ever marketing, maybe it’s a brilliant product. Who knows. All we know it’s amazing material to produce a wonderful book, that does not come in a box.
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