Martti Virta knew he wanted to create a luxury brand. He just needed an everyday object he could reimagine with opulence.
The Helsinki entrepreneur knew little about the artisanal processes to make gold and jewels adhere to a surface but admired how the famed S.T. Dupont of Paris did so with fountain pens and lighters in pioneering the “Art of Living Well.”
Virta settled on the iPhone as his popular status symbol, but it proved a difficult surface to coat with gold.