Redefining the Meaning of Luxury
Because the nature of our work is design, I'm often asked by clients to review and input on branding concepts for new hotels. It amazes me how often branding agencies fall back on the word 'luxury' to define beautiful, elegant and prestigious hotels. No matter how well-crafted the graphic logo, a strap line containing the word ‘luxury’ makes my heart sink...
If it says luxury, it’s probably not
I propose that if we need to prefix or define something with the word ‘luxury’, it’s most probably not. At least, not anymore. Once synonymous with wealth and exclusivity, luxury has been commodified and diluted into everyday consumerism. From supermarket shelves offering ‘luxury’ mince pies to online ads promoting ‘luxury’ hand soap, the term has become a catch-all for products that may have little to do with genuine quality, craftsmanship or distinction. This overuse has eroded its meaning - what once symbolised privilege and aspiration now feels mundane and inauthentic.
True luxury, I believe, is no longer about owning expensive things. In a world where overconsumption is fundamentally impacting planetary health and material wealth fails to deliver emotional satisfaction, luxury must be redefined as an experience that enriches life in more meaningful ways.
Minimalism over Excess - simplicity is key
Our lives are often defined by productivity and speed, so the opportunity to slow down and disconnect from our devices, time to connect with family, friends and community, nurture creativity, or simply be present without distraction is without doubt a luxury for many. No matter how thoughtfully we try and strip back our lives, in the West, we still live in a world of excess. A serene retreat, thoughtfully designed space or the beauty of minimalism can feel far more luxurious than excess. Simplicity brings with it a joy and a sense of breathing out.
In a post-truth, deep-fake world, we’re desperate for authenticity and connection to products or experiences rooted in craftsmanship, history, and purpose. Whether it’s a handmade object, a family-owned establishment, or a genuine story that resonates with our own values, authentic connection is paradoxically a luxury we can’t do without.
meaningful, sustainable and human scale
For the ‘luxury’ country hotel, this principle applies more than ever. Guests are no longer looking for overt displays of wealth or extravagant décor. Instead, they seek an experience that everyday life does not offer: an immersion into a natural landscape, a feeling of belonging and an opportunity to recharge and not to have to make decisions. Luxury here lies in the detail, the warmth of service, the history, story and craftsmanship of the building, the tranquillity of the surroundings and the sense of place that cannot be replicated.
The future of luxury lies in shifting focus from the accumulation of material goods to the elevation of experiences that create connection, fulfilment and lasting value. For brands, this presents an opportunity - those who redefine luxury as meaningful, sustainable and human scale will resonate in a world yearning for a greater connection and meaning.