Hello, my name is Sébastien, and I’m the Heritage Coordinator at the Arctic World Archive. In my role, I don’t only work with heritage or archive managers but also, sometimes, communication leaders from luxury brands.

And they face a different, yet connected challenge: how to make their brand stand out in a world saturated with content, while staying true to values like authenticity, craftsmanship, and sustainability?

Preservation isn’t just about safety.

Done right, it becomes a communication asset — a story that clients, partners, and employees can feel proud of and rally behind.

Why preservation matters for communication

Every luxury brand already knows the importance of storytelling.

From campaign films to anniversary exhibitions, the past is constantly re‑interpreted for new audiences. But there is a deeper layer that many brands are beginning to tap into: not just showing heritage, but proving that it is actively protected.

In an era where consumers ask for transparency and responsibility, demonstrating that you’ve taken steps to secure your archives for centuries to come sends a powerful message. It says: “we believe in our craft so much that we are safeguarding it for future generations.”

The Arctic World Archive as a stage for your story

So what does that look like in practice?

At AWA, we don’t only offer an ultra‑secure vault in Svalbard for long‑term preservation — we also provide brands with an opportunity for communication that is truly one‑of‑a‑kind.

When you decide to deposit your most valuable assets with us, you don’t just send data. Many brands choose to join us in Svalbard for a once‑in‑a‑lifetime deposit ceremony.

Imagine bringing your creative director, your head of communications, or even a select group of employees and partners to this remote, breathtaking landscape at the top of the world. The experience of carrying your heritage into a former coal mine, sealed deep beneath the permafrost, is unforgettable.

And for communication professionals, the potential is huge. Stunning photos of your team in polar light, videos of the vault entrance, interviews filmed against the dramatic Arctic backdrop — all of these become assets for campaigns, press releases, internal storytelling, and social media.

Standing out in a crowded market

Luxury communication is highly competitive.

Every brand launches campaigns, sponsors events, collaborates with artists. But very few can say: “we placed our heritage/data in the Arctic to protect it for the next 2,000 years.”

That sentence alone captures attention.

It’s unexpected, bold, and perfectly aligned with values of longevity, authenticity, and care.

The media understands this too. When Jaguar became the first UK automotive brand to preserve its history with AWA, the announcement generated international coverage:

Video: Jaguar Heritage Trust

The story resonated because it wasn’t just about cars — it was about vision, responsibility, and heritage. The same dynamic applies to luxury brands in fashion, watchmaking, jewellery, perfumery, and beyond.

A sustainable story worth sharing

In addition to uniqueness, there’s sustainability. Unlike servers or cloud systems that consume energy every day, AWA uses piqlFilm stored in cold, dry, dark conditions, requiring almost no power. Once written on reels, the data can last for centuries without migration or energy‑intensive maintenance. For communication managers, this is more than a technical detail — it’s a proof point in sustainability storytelling, reinforcing commitments to responsible luxury.

Turning preservation into PR and engagement

A deposit at AWA becomes a rich source of communication material:

• Press stories about your brand taking bold steps to preserve its heritage.
• Videos and photos from Svalbard for social media and campaigns.
• Internal stories to inspire pride among employees.
• A concrete way to connect with partners and clients by showing that you don’t just talk about legacy — you protect it.

In short, it’s both substance and spectacle: meaningful action wrapped in a narrative that travels.

Take the next step

If you’d like to see how other brands are already transforming preservation into powerful communication, please explore our dedicated page.

Sébastien, Heritage Coordinator at AWA.