LuxHub decides to focus on a subject which is fast becoming part of my everyday luxury news life but also something that I am passion about – the changing role and image of luxury as something that is more than just pure materialism. Say hello, to a world of luxury and beyond…
Once upon a time luxury brands and companies used to do just one thing, whether that was ladies fashion, men’s leather goods, skincare, fragrances, cars, hotels, retail or publishing. But over the years an abundance of brands have expanded their offerings into a multitude of different realms, far far away from what they are ‘known’ for.
We have seen and are continuing to see a brands’ universe forever reaching out to touch upon new design concepts, innovative ideas and creations that push boundaries of what we consider to be luxury. For example, Karl Lagerfeld and Diane von Furstenburg designing hotel interiors, Ermenegildo Zegna finishing for Maserati, Chopard and Armani making waves in hospitality, e-commerce giant Net-A-Porter printing magazines, and even just this week Gucci landscaping a garden for the RHS Chelsea Flower Show in London. All in all, it’s a world luxury out there and brand universes are increasingly looking to encounter new ways in which to expand upon their brand image. With creativity, art and design leading the way, many luxury brands are making big and bold moves to go where no luxury brand has been before. And yet, when it comes to media – as we have explored and discussed before – they are hesitantly fearful of straying away from the path. So how do such concepts retain a brand’s identity and build upon their superior positioning of luxury design and creation? And why are brands venturing down this route?
We can suppose that years and years of only focusing on one specialism could get a little tedious, and with so much creativity bubbling inside they must need to take on new projects. Moreover, with the recognised proliferation of installation and beyond material art extending into interior and space design, architecture, the culinary arts, landscape and more, being acknowledged on a multicultural and international scale, there are multiple platforms in which one can extend a brand’s identity, aura and ethos. At the end of day, we can consider it all branding and media to an extent. By engaging with an innovative environment and a context, brands are able to engage their audiences in new ways to enhance upon their universe and create world of luxury design.
As other recent examples, we have already begun to see designers looking away from the catwalk to new, bespoke and intriguing spaces – most recently with Chanel’s Cruise Collection show on The Island here in Dubai. Additionally, in the last month and in our article Luxury in the Sky we have also begun to see artisans of their field going into air travel – from the cabin design, to cutlery and dining –, as well as hospitality groups gaining private jets, to Japanese masters Nobu opening a concept hotel in London. So what can we predict to be next?
For LuxHub, luxury will become totally immersive for those select few who are fortunate enough to experience it. From luxury food experiences that combine the culinary arts, with interactive design, art and experience, to perhaps a country estate or island that has been crafted and landscaped to represent a poignant time in a brand’s history, where one can live that period, or a beyond the norm concert-come-exhibition inspired by automotive passion, sounds and design that digitally interacts its viewers’ world and a reality. Who knows? What is certain and as we have said numerous times before, luxury is now about experience and we can now see the way that many of the big names in luxury are taking that to the next level. Within their brand universes they are creating an all-encompassing personal world for the individual that is far beyond their original brand product identity. They are generating interest in other subjects, mediums, histories, cultures and experiences, which for many may never have seen, heard, tasted or smelt. There is a world of luxury out there and luxury brands are now helping to lead the way to make luxury more than just a word.
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