Elluminate Magazine Issue 13 luxury

No.13.11/2019
A magazine for curious idea seekers & culture junkies
Luxury: new forms of indulging
elluminate

ISSUE 13: Luxury – new forms of indulging
________________________
Alongside this magazine, Elluminate works with global consumer brands and retailers. We help them not only to
understand what’s happening with shifts in consumer behaviour, but also to create strategies and design brand
touchpoints – from graphic and video communications, to digital experiences and how a brand shapes its physical
retail presence. We’re fortunate to count brands such as Omega, Luxottica-owned Ray-Ban, Oakley, Prada and
Michael Kors, among others, as our current clients. We also further inform and advise luxury retailers and agencies on
strategic analysis of the retail and shoppable spaces in the real and virtual world.
We’re seeing some major shifts taking place across multiple luxury verticals such as travel and hospitality, in fashion
and in the way younger customers are thinking about and consuming luxury.
In this issue, together with New York-based Jack Ezon and his team at luxury travel advisory Embark, we’ve outlined
key travel trends and examples, revealing why these matter. We’re going to present progressive thinking on how to
navigate new luxury touchpoints and share what we believe brands and retailers need to know – and do.
You’ll see features from our experts, including celebrity wedding planner and event organiser Colin Cowie. This issue
would not have been possible without the inspiration, guidance and contacts provided by Ciarán Fahy, head of hotels
at Spartan Advisors. We thank him dearly.
We’ve taken a slightly different view on what luxury is in this issue. You’ll find examples of extreme luxury from a
developed-world perspective. However, you’ll also see inspiring examples of what luxury means for some in the
developing world. We hope this issue inspires you.
Steven Kainth
Chief curiosity officer
Cover image: Vinicius Amano
All image copyrights belong to the organisations highlighted. All other copyrights belong to Elluminate Me Limited.
Bite-sized lifestyle content, curated to inspire curious minds
that like to live on the edge of the future

HAYLEY ARD – EDITOR & INSPIRER
Hayley asks the most interesting questions about
how people and technology are changing. She has
a deep understanding of consumer behaviour and
helps translate consumer shifts into creative and
commercial opportunities for Elluminate, providing
a valuable lens through which to look for
tomorrow’s emerging growth stories. Hayley is
also helping to accelerate King’s College London’s
highest-potential ventures at its Entrepreneurship
Institute.
Social: @hayleyard
Meet the team behind this issue
STEVEN KAINTH – FOUNDER & CHIEF
CURIOSITY OFFICER
Steven is the founder of Elluminate, an
innovation-focused research and creative
consultancy that works with global consumer
brands and agencies, helping them to understand
what's happening in the world around them. He is
deeply curious and analyses innovation
developments across major industries. Steven
advises consumer brands on product
development and go-to-market strategies, both in
the real world and online.
Alongside his brand work, Steven works with chief
innovation officers, CEOs and creative directors
on business strategy. He regularly informs leading
investors on innovation and inspires both
teachers and students at leading international
educational institutions, as well as at local public
schools.
Social: @stevenkainth
MARTIN CREHAN – CREATIVE DIRECTOR
Martin is a multi-disciplinary designer specialising
in consumer engagement. He helps brands to build
more authentic connections with their target
audience and ensure that experience is positioned
front and foremost. He’s always ready to question
the status quo and pushing to reimagine how the
world works in a smarter, innovative and
emotionally fulfilled utopia.
Social: @martin_crehan
TEAM EXPERT PANEL
CIARÁN FAHY – HEAD OF HOTELS, SPARTAN
ADVISORS
Ciarán has an esteemed career in hotel
management. He started his career at
Whitbread, the UK’s largest hospitality
company, where he led the relaunch of the
London Marriott Hotel Kensington in 2004
and was awarded the Marriott International
Global General Manager of the Year Award in
2005. In 2005, he joined Ellerman as director
of, first, the Cavendish Hotel and, second, The
Ritz, London, after which he became the chief
executive of Ellerman’s hotels division. Ciarán
joined Spartan Advisors in 2019 and was
appointed a director of The Beaumont Hotel.
JACK EZON – FOUNDER & MANAGING
PARTNER, EMBARK
Jack is the founder and managing partner of
Embark, a $65m luxury and lifestyle
company based in New York. Jack has been
involved in the travel industry for 19 years
and has just launched Embark this past year
as a new business model built to embrace
the dynamic changes in the luxury
marketplace. Jack shares some of his latest
observations affecting the luxury and travel
marketplace on pages 8-13.
COLIN COWIE – LUXURY WEDDING
PLANNER & EVENT DESIGNER
Colin is the most respected wedding
planner and event designer in the world.
With a long list of A-list clients, Colin and
his studio are trusted to create the most
memorable experiences for the most
demanding clients. Colin travels the world
seeking inspiration. As a result, he
personifies the word “luxury” in the most
classic sense.

CONTENTS
Luxury: new forms of indulging
OPENING THOUGHT 05
LUXURY 06
RETHINKING LUXURY: What is luxury? 06
INSIGHTS FROM EMBARK: Features by Jack Ezon 07
ABOUT EMBARK: Luxury travel advisory 08
EXPERIENCE OVERLOAD: The concept of the experience is now growing beyond a consumer’s grasp 09
WELLNESS OVERLOAD: Who are the real wellness players? 10
DIGITAL CONTENT BOOMERANG: Many luxury brands are turning back to print 11
LUXURY’S DIGITAL EVOLUTION: Digital spend across all luxury categories is growing significantly 12
OVERTOURISM: Clients want to feel like travellers, not tourists 13
NON-MATERIAL LUXURY: The rise of experiences over material goods 14
CHOCOLATE “LUXEPEDITION”: Discovering the birthplace of chocolate 15
NORTH POLE HOTEL: The ultimate unspoilt, exclusive and sustainable hideaway 17
ORION SPAN: When a hotel on Earth just isn’t enough 19
CES 2020: Smart technologies for travel and tourism to feature at the Consumer Electronics Show 21
BENTLEY’S EXTRAORDINARY DRIVE: Luxury edutainment 22
UNDERCOVER LUXURY: The changing face of Japanese consumers 24
CARTIER SOCIAL LAB: Conversations 25
A NEW HOTEL AT CHÂTEAU VERSAILLES: The ultimate royal luxury escape 26
COLIN COWIE – SEDUCING CUSTOMERS: Interview 27
THE HUMAN COST FACTOR: The promise of automating customer service is failing us 32
QUALITY CONTROL: Do the fundamental things exceptionally well 33
IS TIME A LUXURY? Or do we simply lack focus? 34
25TH HOUR PROJECT FROM AUDI: How can time be used better in an autonomous car? 36
AUDI AI:CON: A pilot based on this autonomous car concept will be on the road in 2021 37
BMW I INSIDE FUTURE: A car that puts human needs first 38
LESS IS MORE: Microsoft’s four-day week in Japan 39
ALL-WOMEN SUPERCAR CLUB: No men allowed 40
ALT-LUXURY 41
NEW WEALTH MINDSET: Gen Z’s opinion on what wealth really means 42
RICH KID PARTIES: How sustainability is influencing gift-giving 44
DIGITAL CLOTHING: Could digital garments affect luxury sales? 45
CBD & YOGA – THE NEW STUDIO 54: Gen Z are changing their dancing shoes 46
BECAUSE INTERNATIONAL: Shoes that grow with a child for five years and cost $20 47
ENERGY IS A LUXURY: 50-2-75-80 49
SUSTAINABLE HEATING & COOLING: Matrix Industries is revolutionising heating and cooling 50
ORGANIC ARCHITECTURE: Buildings made in collaboration with nature 51
ORGANIC FASHION: A dress is grown from living cells, not sewn 53
A NEW CASTE SYSTEM: A time when our organic bodies are simply not good enough 55
BIONIC SUPERSTAR: Two strong women and a powerful Rolls-Royce 56
LUXURY BRAND PACKAGING: Less is more 58
FREEDOM: The luxury of spending time your way 59
SOCIAL MEDIA: A change in usage will impact the formats we know today 60
ENRICH LIST: A new way to spend wealth 61
THE FREE INTERNET: The Internet has no boundaries 62
YOUR CHILD’S PRIVACY IS THEIR HUMAN RIGHT: Learn the consequences of your digital footprint 63
PRIVACY INSURANCE: A service to protect your digital identity 64
A LETTER: The power of a handwritten letter 65
CLOSING THOUGHTS 66

“Some people
think luxury is
the opposite of
poverty. It is
not. It is the
opposite of
vulgarity.”
Coco Chanel, fashion designer
OPENING THOUGHT
Illustration by DigitalDraft

RETHINKING
What is luxury? For me, it’s a state of mind,
especially as we all become globally
minded. Where you live and your personal
circumstances will naturally influence your
answer to this question. For wealthy people
in the developed world, luxury could mean
the obvious – a material possession or a
travel experience. But for someone else, it
could mean the joy of a single meal each
day, a pair of shoes or an education.
Alongside the obvious ideas of developed-
world luxuries, we’ll take a look at some
alternatives that we could all be inspired by
and learn from.
Steven Kainth
LUXURY

INSIGHTS FROM
EMBARK
This issue would not have been
possible without Jack Ezon and
the team at Embark. We share
with you some of Jack’s latest
observations affecting the luxury
and travel marketplace.
(Pages 8-13)
https://embarkbeyond.com/

ABOUT EMBARK
Luxury travel advisory
IMAGE: Nickldn, Unsplash
Embark is a luxury lifestyle and travel advisory
focused on delivering meaningful experiences to
an international, ultra-high net worth Gen X and
millennial client base. Based in New York City,
the company thoughtfully designs experiences
that go beyond a destination.
“Travel is a platform for self-discovery, to find purpose and
to build connections, connecting to the people you are with,
the places you go and, most of all, yourself.”
Jack Ezon, founder and managing partner, Embark

WHAT IS THIS?
__________________________________________________________________________________________________
As if the word “experience” has not been overused enough, the concept of the experience is now growing beyond a
consumer’s grasp. Every business, from handbag shops to restaurants, seems to be promising an amazing, unique
experience, and everything seems to be an “experience” today. Once the sacred domain of travel advisors and local
destination management companies (DMCs) in the travel space, experiences and “insider access” have gone prime time
and are now almost fully transparent. Most hotel companies are now creating experiences designed by their in-house
teams, not to mention the likes of Airbnb. Even more threatening, experiential-focused portals like Viator, GetYourGuide
and Klook raised in aggregate almost a billion dollars last quarter alone. Together, they flaunt an overloaded container of
tours and experiences. Will clients get experience overload like they do information overload?
We see this going in the direction of content overload, where there is such an overwhelming amount of noise and
information that eventually clients need navigators. Really good advisors can help tell clients which experiences are
worthwhile and which are not for their specific client.
In the meantime, there will be a lot of pressure on travel companies to stay relevant and profitable in a space on the
verge of disruption. There is also a tremendous opportunity to engage with luxury brands craving for an experiential
component to their product. Many brands whose doors were closed with arrogance are open to creating exclusive
experiences to strategically engage current or future clients with their brands. Luxury associations like Altagamma in
Italy, Comité Colbert in France and Walpole in the UK are more open than ever to collaborate on creative experiences for
their brands.
EXPERIENCE
OVERLOAD
IMAGE: Mercedes-Benz
By Jack Ezon

WHAT IS THIS?
__________________________________________________________________________________________________
We are seeing another backlash against the careless overuse of the word “wellness”. Wellness has been showing up in
everything, from fashion to beauty to food and, of course, travel. Yes, wellness is an all-encompassing lifestyle
component, but our clients are getting overwhelmed by the mixed messages they are hearing. Suddenly, every hotel
with a two-cabin spa is in the wellness business. Who are the real wellness players and how exactly do they manifest
wellness in a guest’s stay? We strongly believe the key to staying relevant in this space is to clearly define your position in
the wellness space and to reinforce it constantly. Are you focused on fitness, sleep, diet, eastern medicine, etc.? We also
think the real opportunity this year is less in the leisure segment (which is oversaturated) and more in the corporate
space, especially when it comes to fitness and dietary sensitivities. Road warriors are most deprived of balance and
staying healthy on the road; they crave routine and mindfulness when jumping between airports and time zones. When
on leisure, wellness is more about exploring wellness options or immersing deeper into wellbeing, while corporate
wellness travel is much more about maintaining an already established wellness routine.
We are seeing more of our corporate travellers wanting to stay fit while on the road and they are starting to make
decisions not just on rate or corporate programmes, but on what fitness facilities or wellness programming a property
has. Look no further than the new Equinox Hotel in Manhattan’s Hudson Yards or the explosion of Peloton bikes in hotel
gyms (an exceedingly common request now). Personally, I have been known to choose my hotel based on its distance
from a SoulCycle.
WELLNESS
OVERLOAD
IMAGE: Thao Le Hoang
By Jack Ezon

WHAT IS THIS?
__________________________________________________________________________________________________
Luxury brands are focusing more on unique content marketing to amplify brand identity in a world oversaturated with
social messaging. What’s most fascinating is that while brands are embracing influencers, video and a host of other
digital channels to stay engaged, many are turning back to print. Despite its limited life, Net-a-Porter led the way with its
successful launch of Porter Magazine, a beautiful glossy fashion magazine that showcases its products and ethos in a sexy
way. Many other brands have evolved their vanity publications to rise above the digital noise – see Sotheby’s
Reside, Here Magazine by luggage company Away, Navigator by yacht company Northrop & Johnson, Bentley Magazine
and those from a host of hotel companies, including Four Seasons, Oetker, Ritz-Carlton and Rosewood. Four Seasons’
new Envoy programme has been raising millennial eyebrows by soliciting artists, writers and other creatives to produce
meaningful content indirectly related to a hotel stay, which can be repurposed across different platforms. Even celebrity
event planner Matthew Robbins is launching Invited Journal, not only showcasing some of the incredible celebrations he
orchestrates, but also showcasing lifestyle brands and experiences that reflect his brand. These magazines help
speak to clients from a lifestyle perspective outside the product they directly sell. For example, Porter has an incredible
travel section, while Rosewood features notable fashion pieces. And despite the proliferation of video, podcasts are
becoming an ever more popular channel of communication, giving brands a way to connect to audiences about their
brands in a more authentic and credible way.
DIGITAL CONTENT
BOOMERANG
IMAGE: Here Magazine by Away
By Jack Ezon

WHAT IS THIS?
__________________________________________________________________________________________________
Digital spend across all luxury categories is growing significantly. According to the 2019 US Luxury E-commerce Report
from The NPD Group, there has been a nearly 50% increase in dollar sales across luxury segments in the past three years.
The biggest spending increase within the online luxury market came from apparel – growing 17% to an average of
$716/£553/€641 spent per buyer (with a $794/£614/€711 average online luxury footwear purchase). And while
consumers are getting more comfortable spending considerable sums online, we believe that an augmented approach,
where humans assist in the digital transaction, will be the key to success in the next decade. Conversion and average sale
prices jump when pairing the convenience of digital accessibility and instantaneous gratification with human judgement.
In the travel space, we look to Skylark, a leading hybrid luxury booking platform, for a glimpse: 12.6% of its online
bookings are over $1,000/£773/€895 and the average daily rate (ADR) hovers just over $660/£510/€591 per night, with
volume up 290% in 2018 and 57% thus far in 2019. We believe this reflects people’s growing comfort with booking luxury
rooms and suites online. It also indicates that clients want the freedom to make significant travel purchases at times
convenient for them, with almost 60% of all online sales closed after regular business hours. However, consider that with
Skylark, where human agents access buyers by chat, email or over the phone, the average booking grew by over 200%
when a human intervened.
Many luxury brands, including Gucci, are experimenting with fusing their digital platforms with human salespeople and
in-store experiences. As this collaboration between people and robots matures, the key to survival is surely going to be
superior education and personal judgement by humans, coupled with the predictability and access of digital distribution.
LUXURY’S DIGITAL
EVOLUTION
IMAGE: King & Partners
By Jack Ezon

OVERTOURISM
IMAGE: Gango
“Our clients want to feel like travellers, not tourists. The image of Americans with
fanny packs getting off mass cruise ships or tour buses repels a new breed of explorers. It
is ‘soooo not cool’. They are very clear that they don’t want to do a ‘tourist’ thing, nor walk
out of a hotel ‘in Times Square’. They don’t want to be ‘trampled over by cruise passengers
in Santorini’ and they want to ‘escape the hordes of day-trippers in Capri’. They do not want
to go to the staged tribal village selling wares. They don’t want to hear the kids sing in the
orphanage on cue. They don’t want to feel ‘taken’. Instead, they want to go to places that
rarely see tourists and they want to feel more ‘local’. No matter how wealthy they are, they
don’t want to see a Prada or Gucci on every corner (no less a Zara and H&M). They don’t
want a Nobu in Tuscany. They want local boutiques and local restaurants.”
Jack Ezon, founder and managing partner, Embark

WHAT IS THIS?
__________________________________________________________________________________________________
In recent years, there has been a shift in the classification of luxury goods. We’re moving away from placing value on
material items or commodities, towards focusing more on the value of experiences. The experience economy has slowly
begun to build momentum, to the point where it is now evident – particularly through social media – that non-material
luxury is becoming equal to, if not on par with, material luxury. So why now? What has changed? As with most cultural
and social shifts, change is transformational. As services, technologies, opinions and perspectives change, our wants,
needs and desires also shift. Healthcare, which was once seen as a luxury that only the wealthy could afford, is now
accessible to the majority of the modern world. Wealth can often draw negative attention, so more people are choosing
an intangible experience, where value is placed on the outcome of the experience and personal growth, rather than a
physical display of wealth. The outcome of personal development is seen as the “product”, the service being the journey
to achieve the aspirational change. The rise of high-end travel experiences offering unprecedented access to once
inaccessible vistas is one example of where we are seeing growth in this new luxury. After all, we are all a product of our
experiences.
NON-MATERIAL LUXURY
The rise of experiences over material goods
IMAGE: Maximilien T'Scharner

WHAT IS THIS?
__________________________________________________________________________________________________
To’ak, which makes the most expensive chocolates in the world ($270/£209/€242 per 50g), has partnered with Brown &
Hudson to offer a chocolate lover’s dream “luxepedition” to the heart of Ecuador, the birthplace of chocolate. The Heart
of Darkness: The Untold Story of Chocolate is a journey into the cacao plantations of Ecuador, where the first chocolate
was produced about 3,000 years ago. The journey introduces travellers to visionary conservationists, award-winning
maverick chefs, expert botanists, acclaimed hoteliers, intrepid archaeologists and curators of Ecuadorean culture, all
while unearthing a chocolate heritage that dates back thousands of years. Guests travel by private jet, helicopter and
4x4s to reach the heart of the rainforest, to discover the craft behind making such high-quality chocolate. The four-night
trip is restricted to 12 guests, at a ticket price of $26,000/£20,099/€23,282. Alongside the plantation visits, guests are
treated to masterclasses from Ecuadorian chefs Carlos Gallardo and Rodrigo Pacheco, as well as daily chocolate tasting
and pairings. The trip culminates at the Jama-Coaque Reserve, created over 10 years ago by To’ak co-founder Jerry Toth.
This is where Toth and his team of scientists and conservationists are working to preserve nacional cacao.
CHOCOLATE
“LUXEPEDITION”
Discovering the birthplace of
chocolate
IMAGE: To’ak

WHAT IS THIS?
__________________________________________________________________________________________________
Finnish luxury travel brand Luxury Action is set to open a pop-up hotel on Arctic ice at the North Pole. The ‘hotel’ consists
of 10 glass-domed igloos that offer 180o views of the northern lights. Each igloo comes with an en-suite bathroom and a
host of on-hand staff, including wilderness guides, security and chefs. The package itself is a two-night stay in Svalbard in
the Norwegian archipelago; helicopter flights to and from the North Pole camp; an overnight stay at the camp; and
guided tours of the local polar environment. The igloos will open in April 2020 and operate for one month each year –
after winter and before the summer melt makes the region unstable. They are entirely portable and function on a “leave
no trace” policy, ensuring they can be moved to the safest location within one of the world’s most remote and extreme
environments. At $100,000/£77,304/€89,546 per person per night and with only a very narrow accessibility window, the
North Pole Igloos hotel will feature very high on the exclusivity rating. Looking to provide a transformational service, the
hotel aims to connect each guest with the local culture, people, surrounding wildlife and habitat. It’s designed to make
them aware of the fragile state of the Arctic ecosystem and ultimately evaluate their own role in climate change.
NORTH POLE HOTEL
The ultimate unspoilt, exclusive and
sustainable hideaway
IMAGE: Luxury Action

WHAT IS THIS?
__________________________________________________________________________________________________
Orion Span is a commercial space station company looking to take tourism to the next level. Elon Musk, Jeff Bezos and
Richard Branson are all leading the charge to take people into space, which could happen as soon as next year. The
reality is that low Earth orbit (LEO) travel will no longer be reserved for elite trained astronauts. Nasa announced earlier
this year that it would open the International Space Station (ISS) to commercial businesses and non-astronauts at a price
tag of $50m/£39m/€45m per visit and $35,000/£27,056/€31,341 per night’s stay. With SpaceX, Virgin Galactic and Blue
Origin all targeting human flight into space within the next few years, Orion Span is approaching this from a different
angle – what to do when you get there. The Aurora Station is the world’s first luxury space hotel. Scheduled to launch in
2021 and open to guests from 2022, the modular space station will host six people at a time (two crew) for a 12-day trip.
For $9.5m/£7.3m/€8.5m per person, guests will fly 200 miles above the Earth in LEO. With a full orbit around the Earth
every 90 minutes, they’ll see 16 sunrises and sunsets each day. Guests will be taking part in experiments, too, such as
growing food in space, from a vista that only a privileged few have yet to view. They will need to work as a team and take
part in the operation of the station, from cargo-transfer activities, to daily exercise and select operations tasks.
ORION SPAN
When a hotel on Earth
just isn’t enough
IMAGE: Orion Span

____________________________________________________
Positioned as a “life-changing event”, a visit to the Aurora
Station aims to provide a full astronaut experience. Guests will
complete a three-month Orion Span Astronaut Certification
(OSAC) programme before take-off. In addition to “normal”
activities, there will be the chance to participate and volunteer
in science activities as part of partnerships with universities and
research organisations. The initial station will begin at roughly
the size of a large private jet’s cabin, but will extend as
additional modules are added. As on the ISS, multiple self-
contained modules can be added in numerous configurations.
Deposits are being collected at $80,000/£61,843/€71,636 per
seat, with a flight schedule for 2022 still to be announced.
IMAGES: Orion Span
WHY THIS MATTERS
________________________________________
Space tourism is predicted to be a
£23bn/$30bn/€27bn industry by 2030. Travel,
space hotels and theme parks are all part of the
potential commercial opportunity. Companies
such as SpaceX and Virgin Galactic are looking to
ensure that the potential of space is not just the
work of science fiction, but an opening for other
industries, such as branded hotel operators
licensing their names to space hotels.
Entertainment firms could eventually offer space
tourism, as theme park attractions and tour
operators could give a more tailored experience.

WHAT IS THIS?
__________________________________________________________________________________________________
LAS VEGAS: Ed Bastian, CEO of Delta Air Lines, will give a keynote speech at the Consumer Electronics Show (CES) in
January 2020. This is the first time any airline or representative from the travel and tourism industry has been given a
prime spot at the show. CES 2020 will also feature a new travel and tourism exhibit area to show how smarter and safer
technologies are providing a more enhanced, efficient and customised consumer experience. Attendees will experience
first-hand the innovations transforming travel and tourism, presented by global companies and tech start-ups alike.
They’ll also hear from industry leaders in a new conference track that will explore topics from augmented reality (AR) and
virtual reality (VR) in travel, to smart tourism.
“Biometrics, AR/VR, mobile technology and more are simplifying travel today and fundamentally changing travel in the
future,” says Gary Shapiro, president and CEO of the Consumer Technology Association. “This is a growing trillion-dollar
industry, supporting millions of jobs across the world. Attendees will be able to see and experience for the first time the
promise technology holds for the travel and tourism industry, and we look forward to hearing from Delta, who is leading
the way.”
Watch this space for our CES coverage in January 2020.
CES 2020
Smart technologies for travel and
tourism to feature at the Consumer
Electronics Show
IMAGE: ArchDaily

WHAT IS THIS?
__________________________________________________________________________________________________
PR events to bring customers, enthusiasts and anyone looking for a closer acquaintance to the brand are nothing new.
Most brands see this as a simple way to provide access and reinforce relationships with their customers. To celebrate its
100-year anniversary, Bentley is hosting a year-long series of events, one being the Extraordinary Drive: California
Dreaming – a week-long road trip that begins in the Napa Valley, taking customers through San Francisco, Pebble Beach
and Santa Barbara, before culminating in Los Angeles. The trip will bring together breathtaking views, remarkable food
and iconic locations in a curated adventure that will see a fleet of Bentleys navigating the West Coast and indulging in the
very best the cities have to offer in popular culture, in a very typically on-brand execution. Hotels, restaurants and
entertainment have all been handpicked to ensure that this “road trip” lives up to the expectations of Bentley’s client
base. At $19,995/£15,457/€17,904 per person, brand exclusivity and adventure come at a premium. However, brands
such as Bentley are finding that their customers are wanting more experiences and events like these. They are becoming
increasingly popular, especially within the luxury market, where experiences can be closer aligned to the brand’s
founding sense of adventure.
BENTLEY’S
Luxury edutainment
IMAGE: Bentley
EXTRAORDINARY DRIVE

WHAT IS THIS?
__________________________________________________________________________________________________
Japan boasts the third-largest economy in the world and the second-largest retail market, valued at around
$1.3tn/£1tn/€1.2tn. It has been a gateway for western brands looking to establish a brand presence in the Asian market,
and a population infatuated with western culture has seen may brands thrive there. However, modern Japanese consumers,
particularly the millennial generation, are shifting and evolving their behaviours. After the global financial crisis, tsunami and
nuclear disasters of 2011, consumers are becoming more conservative and frugal in their purchases, compared to the
preceding generations. Even with the emergence of the “Ikina-Rich”, entrepreneurs who made over 100m yen almost
overnight, there is less interest in ostentatious purchases, such as watches, cars and property. Instead, they value intangible
luxuries such as travel, experiences and purchasing holiday property to enjoy time with family and friends. The term “cospa”
has emerged, which translates to cost performance and how it is being used to describe value for money across the nation.
As the mood towards spending changes, it is becoming more evident that Japanese consumers are now associating luxury
with quality and durability, rather than exclusivity and social status. In the home of the second-highest number of
millionaires in the world, it’s now highly likely that you could be living next to a millionaire and not know it!
UNDERCOVER LUXURY
The changing face of Japanese consumers
IMAGE: Nathan Dumlao

WHAT IS THIS?
__________________________________________________________________________________________________
How do you engage like-minded people, build a community and launch a luxury product in 2019? We’re seeing brands
thinking about appealing to niche customers not only through glossy ads, targeted digital campaigns or palatial retail stores,
but instead through intellectual and stimulating conversations. Cartier did this best during the relaunch of its classic Santos
watch. The brand showed that selling luxury goods is not about product features, benefits or even horology (watchmaking).
For Cartier, it was about appealing to the intellect or creativity of its audience. Cartier did this through an event, where
international guests were invited to the city that leads the world in disruptive thinking – San Francisco – for a festival of
ideas, dubbed The Social Lab. The three-day symposium hosted talks with industry leaders, such Larry Jackson of Apple
Music; actor, producer and DJ Idris Elba; actor Freida Pinto; and Bob Roth, the western father of Transcendental Meditation.
“The starting point when thinking about the launch was simply not to make it like a launch event. Cartier was known for
audacity, for being really of its time. So what appeared to be really necessary first was to give back energy and visibility of
what the brand was about,” said CEO Cyrille Vigneron. There wasn’t a single display cabinet, branded giveaway or even an
opportunity to buy at this event. The only product on display was on the wrist of each speaker.
CARTIER SOCIAL LAB
Conversations
IMAGE: Cartier Social Lab

WHAT IS THIS?
__________________________________________________________________________________________________
The Palace of Versailles is one of France’s most iconic tourist attractions and, as of 2020, you’ll be able to stay there. The
luxurious Airelles Château de Versailles, Le Grand Contrôle will be the world’s first hotel officially stationed within the
palace grounds. Guests of the 14-key property can expect exclusive access to the grand Château de Versailles and
surroundings, as the hotel will be designed in an 18th-century style. There will also be a restaurant overseen by French
chef Alain Ducasse, wellness centre and indoor swimming pool. Bookings will open in December, but prices have yet to
be disclosed.
It’s the access, not the amenities, that will make Le Grand Contrôle a destination for the ultra-wealthy. Guests will get
exclusive palace tours, helping them avoid tourists. The experiences are designed for people who increasingly prefer one-
of-a-kind holidays, with services such as crowd-free access, not just first-class tickets.
A NEW HOTEL AT
The ultimate royal luxury escape
IMAGE: Myrabella
CHÂTEAU VERSAILLES

THOUGHT LEADER INTERVIEW
______________________________________
Whenever we’re briefed by one of our luxury
clients to explore creative concepts for a store
or event, Colin Cowie is who we turn to for
inspiration. His studio designs and produces
weddings, events and parties for the world’s
most high-profile clients, including Oprah
Winfrey, Jennifer Aniston, Kim Kardashian and
many more. I can’t think of many other people
who understand luxury as well as Colin does
and we’re delighted to have had the pleasure
of picking his mind.
COLIN COWIE:
SEDUCING
CUSTOMERS
IMAGE: Colin Cowie
A special
interview with
the man who
makes
Hollywood’s A-
list celebrities
look fabulous

BACKGROUND
Colin was born in Zambia, central Africa, and
educated in South Africa, where he completed his
military training. Colin later moved to the US,
where he’s lived his entire adult life. As a designer
and producer with a very curious mind, Colin has
travelled 14.5 million miles around the world in
search of the finest and most unique products and
experiences. He is the author of 10 books and is
currently working on his 11th – a book on
customer service, or customer seduction, as he
likes to say.
WE HAVE LONG BEEN INSPIRED BY YOUR WORK,
THE MAGICAL ESCAPES YOU CREATE FOR YOUR
CLIENTS AND THEIR GUESTS. TELL US HOW YOU
AND YOUR TEAM SEEK INSPIRATION FOR YOUR
PROJECTS.
If you look at all my projects, no two look alike and
there is no signature look, other than
a ridiculous amount of detail and good
taste. I always start with the DNA. Whether it’s a
client, a couple, a brand or a product, the party
has a unique DNA. I then layer on top of that the
five senses and consider if it’s day or night; spring,
summer, winter or fall. This all guides me into
creating something that is totally, utterly all about
the client. My creative inspiration comes from
my travels. Clearly, I am also inspired by what
my contemporaries do. We all follow one another
on social media, so we have an idea of exactly who
is doing what.
YOU WORK WITH THE MOST DISCERNING
INDIVIDUALS IN THE WORLD, MANY OF WHOM
ARE LOOKING FOR WHAT MONEY CAN’T BUY.
TELL US ABOUT SOME OF THE THINGS IT TAKES
TO DELIVER EXCEPTIONAL IDEAS AND SERVICE.
An idea is just an idea. It’s our responsibility to
turn it into a story, have it make sense and come
in on time and on budget. We have to raise the
bar every time. When you work for such talented
and successful people, you can’t be starting
a conversation with ‘I’m sorry’. It’s all about
looking for opportunities to enhance and awaken
the senses. It takes a team of very dedicated
people to pull off a flawless event. I liken it to
taking 10 threads of cotton, each representing a
discipline, and threading them through a needle
to make sure that everything happens on time and
on cue!
THE MOST OVERUSED WORD OF OUR TIMES IS
“EXPERIENCE”. YOUR WEDDINGS AND EVENTS
GENUINELY ARE EXPERIENCES. WHAT ARE YOUR TOP
TIPS TO BRANDS AND RETAILERS THAT ARE LOOKING
TO CREATE GENUINE EXPERIENCES?
I always do whatever I can to put the word “authentic”
in front of “experience”. It immediately distinguishes
from the mass. If the idea is not authentic, then layer
and build authenticity around it. Use the senses to tell
the story, engage the guest and make an emotional
connection with that guest. If not, your experience
never achieved what it set out to do and the guest will
move on to the next product.
YOU’VE USED THE PHRASE “CUSTOMER
SEDUCTION”. TELL US MORE ABOUT WHAT THIS IS
AND HOW YOU CREATE IT.
We live in a world today that is overloaded in all
categories. Do we really need another luxury
hotel, designer jean, party planner, jeweller or
restaurant? In the luxury space, there is more
product than ever before and it continues to grow
faster than the consumer base is growing. The
result is too much stuff and not enough people to
sell to. So the question is: how do you set yourself
apart in a crowded world? The answer is customer
service, which I have coined “customer seduction”.
It’s all about creating proactive service, where you
can anticipate the unanticipated needs of the client.
And that’s where the magic happens. If you don’t
make an emotional connection with the consumer,
they will move on to the next offering.
WHEN YOU HEAR THE WORD “LUXURY”, WHAT
COMES TO MIND? WHAT DOES A LUXURY
EXPERIENCE LOOK LIKE FOR YOU?
For me, luxury used to come in an orange box. Now,
we can find those boxes in airports. I no longer think of
products or brands as luxury. Luxury is when all the
senses are in harmony and you want for nothing. That
is an authentic experience.

IMAGE: Colin Cowie Lifestyle
IMAGE: Dennis Kwan Photography

IMAGE: Dennis Kwan Photography

THOUGHTS
__________________________________________________________________________________________________
“The biggest problem we have at Uber is the guy in the driving seat. Get rid of him and we have an amazing business,”
said Travis Kalanick, the founder and former CEO of Uber.
This quote is an example of Silicon Valley’s scaling mindset. An army of human workers is simply not scalable and even if
it were, human workers would be too expensive and require breaks, sick leave, insurance and pensions. Plus, they all
come with emotions and feelings. Is it any wonder why, in order to build a massive company, you have to look at
alternative methods?
Thankfully, we’re seeing a rise in young founders thinking beyond revenues and scaling. Instead, these boutique
businesses want to create an alternative impact – such as positive impact on the environment; support and assistance for
a good cause; or even a business set up to challenge political power. Own Your Own Data Foundation is a new company
set up by Brittany Kaiser, the whistleblower who brought down Cambridge Analytica. Her non-profit aims to educate
both children and adults on the inherent dangers of social media and how to use platforms with data privacy in mind.
From a commercial perspective, Gucci is a good example of a business fusing its digital platforms with human salespeople
and in-store experiences. Gucci understands that the most important touchpoints – especially where sales conversion is
key – should be human-powered.
The core of any business is its people: people who use their life experiences and skills to aid, support and deliver service
to other people and to build meaningful relationships.
THE HUMAN
The promise of automating
customer service is failing us
IMAGE: Adobe Stock
COST FACTOR

“Do the fundamental things
exceptionally well before
venturing into other initiatives
and sub-standard automated
services.”
Ciarán Fahy, head of hotels, Spartan Advisors
QUALITY CONTROL
IMAGE: Louis Vuitton, Tourbillon detail

IS TIME A LUXURY?
Or do we simply lack focus?
The more focus we have, the
more precious time becomes
because the result is happiness
t ÷ f = L
h2
The Elluminate happiness formula
J
IMAGE: MB&F, HMX

… but what if we
could have another
hour?
IMAGE: MB&F, Machine No. 7

WHAT IS THIS?
________________________________________________________________________________________________
Today, drivers spend an average of 50 minutes at the wheel each day. In its 25th Hour project, Audi investigates how
self-driving cars will change our everyday life. In the future, will we continue to spend almost an hour a day in the car?
And how can time be used better in an autonomous car? For Audi’s strategists and designers, the answers to such
questions are highly relevant. That’s because automobile concepts are being developed today – and they have to
blend with urban mobility systems in a smart and efficient way in the future.
The concept of the 25th hour is very interesting and every automotive manufacturer is exploring what we could do
with the luxury of an extra hour.
25TH HOUR
PROJECT FROM
AUDI
IMAGE: Audi

AUDI AI:CON
A pilot based on this autonomous car
concept will be on the road in 2021
IMAGES: Audi

BMW I INSIDE FUTURE
A car that puts human needs first
(Yes, that’s a bookshelf)
IMAGES: BMW

WHAT IS THIS?
__________________________________________________________________________________________________
Employees at Microsoft’s Japan office experimented with working a four-day week and saw a 40% increase in
productivity. The Work-Life Choice Challenge Summer 2019 project examined work-life balance, with a view of increasing
creativity and productivity by allowing employees to work flexible hours. Microsoft Japan closed its offices every Friday
during the month of August, which saw a 39.9% increase in productivity over the same period in 2018. Meetings were
also restricted to 30 minutes. In addition, Microsoft benefited from a reduction in energy consumption and office
resources, such as a 58.7% reduction in printed paper.
An extra day + increased productivity seems like a no-brainer. After all, time is more valuable than money.
IMAGE: MB&F, Medusa
LESS IS MORE
Microsoft’s four-day week in Japan

WHAT IS THIS?
__________________________________________________________________________________________________
As ride-sharing platforms such as Uber and Lyft attract more users, traditional car brands are losing out. In the US, annual
personal vehicle sales could fall from today’s 17 million to seven million by 2035, according to the Rocky Mountain
Institute. Alongside booming sales of superyachts and fine watches, the annual growth of high-end car sales looks set to
remain at about 10% in the coming years, compared with 2-3% for the car industry as a whole, The Economist reports.
As more high-net-worth individuals (HNWIs) invest in ultra-luxury cars, they are also seeking alliances with exclusive
networks that allow them to socialise with like-minded enthusiasts. From the RAC to the Classic Car Club of America
(CCCA), private car clubs have a long and inherently masculine history, with some dating back to the 1930s. But now,
these spaces are becoming more inclusive in terms of what they represent.
In the UAE, where women are expected to follow particular rules and roles, an all-women supercar club known as
the Arabian Gazelles has taken to the streets of Dubai. The club was formed in response to hyper-masculine track days,
where women are regularly side-lined. “You pull up and they expect you to be somebody’s girlfriend or wife,” says Jalyn
Jarvi, Arabian Gazelle and supercar owner.
ALL-WOMEN
SUPERCAR CLUB
IMAGE: Arabian Gazelles
No men allowed

WHAT IS THIS?
__________________________________________
According to a recent Merrill Lynch Wealth Management report, only 19%
of the 2,700 18- to 34-year-old Americans questioned define financial
success as being rich – most define it as being debt-free. Another report
from Morning Consult found that making money and having a successful
career were seen as more important than having close friendships, getting
married or travelling. The biggest difference between Gen Z and older
adults is that the former demographic places much more emphasis on
individualism. When it comes to politics, Gen Z report that they generally
distrust authority, with just 7% saying that they trust the US Congress “a
lot”. Less than 25% think older generations have made the world a better
place. Saving is a top priority, as is job security and earning a decent salary.
These findings tie in with our our analysis. Brands need to think about
personalisation options when it comes to product development and
marketing to Gen Z.
NEW WEALTH
Gen Z’s opinion on what
wealth really means
IMAGE: Adobe
MINDSET

IMAGE: Morning Consult
NEW WEALTH
MINDSET

WHAT IS THIS?
__________________________________________________________________________________________________
Once upon a time, a rich kid’s birthday party bag would include the latest iPhone, jewellery and even an all-expenses-
paid holiday (on a private jet). If you’re a Kardashian, spending a million dollars on a first birthday is almost expected. In
this world, there is no such thing as a budget. Thankfully, we’re seeing a shift away from lavish, money-no-object parties
in some circles, as children become conscious of the environmental impact of such excess. Many children are opting for
creative play parties that are designed to celebrate friendship and love among closest friends. Parents are reinforcing
how fortunate their children are and are promoting giving, often to a portfolio of charities. Let’s not forget these children
probably have everything they want. The maturity and intelligence we’re observing in Gen Alpha (children of millennials),
who are as young as five or six years old, is inspiring.
RICH KID PARTIES
How sustainability is influencing
gift-giving
IMAGE: Twinsfisch

WHAT IS THIS?
__________________________________________________________________________________________________
#OOTD (Outfit of the Day) is the hashtag fashionistas on Instagram live or die by. The daily posts featuring this hashtag
give followers fresh ideas and looks to be guided by. Naturally, the most in-demand fashion influencers are presenting
themselves through sponsored posts, wearing garments gifted to them by a brand or retailer. The net effect of these
posts is the consumption of fast fashion and, more worryingly, the waste being created by the millions of influencers and
followers who can’t be seen wearing the same thing twice.
Innovative Danish retailer Carlings has a solution. Digital tailors manipulate customers’ photos, so they appear to be
dressed in the company’s apparel, which costs up to €30/£26/$34 per piece. The company then sends files back in social
media-friendly formats, ready for posting.
DIGITAL CLOTHING
Could digital garments affect
luxury sales?
IMAGE: Carlings

WHAT IS THIS?
_________________________________________
Poppin’ bottles in the club, surrounded by your crew
and the baddest “bitches”, may have once been an
image of success and wealth among some popular
groups. However, we’re starting to see trends that
highlight that this isn’t the long-term perception
digitally savvy youngsters want on the record. For
millennials and older generations, the carefully
edited and curated images on their social feeds are
reminders of who they want the world to believe
they are. But Generation Z are regularly purging
their Instagram feeds and increasingly using
Instagram Stories. Anonymity matters and younger
generations are engineering ways to control how
others see them. This will naturally have an impact
for brands. How do you engage with consumers and
enjoy the network effects once enjoyed courtesy of
social influencers?
Today, in metropolises such as New York and
London, the nightlife scene is changing. Online
dating means we no longer need to rely on
physically interfacing with a potential partner in the
real world. A swipe and a like on popular dating apps
has that covered. Instead, the nightlife industry is
being transformed. It’s integrating health-conscious
drinking, such as at Nowadays in New York, or
merging dancing with CBD and yoga, as found at the
Weed Rave in Los Angeles. How will celebratory
alcohol brands respond to these changing times and
remain relevant in the future as tastes change?
CBD & YOGA:
Gen Z are changing
their dancing shoes
IMAGE: HIIT/YogaYoga, Berlin
THE NEW STUDIO 54

BECAUSE
Shoes that grow with a child
for five years and cost $20
IMAGES: Nike
INTERNATIONAL
WHAT IS THIS?
__________________________________________________________________________________________________
A 12-year-old child has a dream to become a teacher. She lives in Haiti and her school is five miles away. Shoes are
required to attend school. Some years, she had shoes and could go. Other years, she didn’t.
To many reading this, it’s shocking that footwear is all a child needs to attend school and make a better life for herself.
And it’s not just education that footwear impacts. Without shoes, children are especially vulnerable to soil-transmitted
diseases and parasites that can cause illness and even death. Worldwide, 1.5 billion people suffer from soil-transmitted
diseases. Children who get sick miss school, can’t help their families and suffer needlessly. And since children’s feet grow
so quickly, they often outgrow donated shoes within a year, leaving them exposed to illness and disease.
To a child, footwear is a luxury. Created by Because International, a non-profit that leverages innovation to make things
better, The Shoe That Grows is a shoe that expands in three places to grow five sizes. Priced at $20/£15/€18, each pair is
made from durable materials and comes in four colours.
IMAGES: Because International

1.5+ billion
people suffer
from soil-
transmitted
diseases
worldwide
Shoes go a long way in helping.
Donate to Because International:
Becauseinternational.org
IMAGE: Adrien Olichon

ENERGY IS A LUXURY
50-2-75-80
50% of humanity lives on just
2% of the Earth’s surface
and consumes
75% of the world’s energy
and is responsible for
80% of its emissions
INDULGENT?
We think so. It’s time to change our behaviour and create sustainable
models that will support a better world.
SMART CITIES | HVAC | SHARED MOBILITY | ORGANIC MATERIALS
IOT | SMART AGRICULTURE | EDUCATION | NEXT-GEN PROTEIN
IMAGE: Igor Solovyov, Solovydesign

SUSTAINABLE
Matrix Industries is revolutionising heating and cooling
WHAT IS THIS?
_________________________________________________________________________________________________
Today, gas-based refrigeration provides cooling for millions of people around the world, while others suffer from spoiled
food and even disease. According to the UN Food and Agriculture Organisation, 1.3 billion tonnes – about 30% – of global
food production is lost or wasted annually. In countries like India, the figure is even higher because of a lack of
refrigeration. Traditional refrigeration is an inefficient approach that uses copper and gas, which cools when pressure is
released. It requires gas, electric motors, compressors and copper piping. This means that most refrigeration is noisy,
clunky and prone to damage. It also has a colossal impact on the environment, as a result of the expelled or leaking
gases. Matrix Industries has designed an alternative system, using solid-state (no moving parts) TEC refrigeration, where
a thermoelectric cooler applies the Peltier effect to refrigerate an enclosed space. The system is simply an insulated box
with a door and power supply. It can be any shape and works efficiently with silent precision. The result is a more stable
and reliable approach to refrigeration that eliminates the use of harmful CFC gases. For more information on Matrix
Industries’ cooling solution, visit: https://www.matrixindustries.com/en/cooling
IMAGE: Matrix Industries’ Gemini material
HEATING & COOLING

ORGANIC
Buildings made in collaboration with nature
WHAT IS THIS?
__________________________________________________________________________________________________
As highlighted in our opening quote by Coco Chanel, “Some people think luxury is the opposite of poverty. It is not. It is
the opposite of vulgarity.” This mindset is resulting in alternative design tastes, where education and intelligence inform
design choices. When it comes to architecture, it’s easy to create a pastiche building. Though it could be beautiful and
familiar, it’s still an imitation of something that once was, or a presentation of what is ideal or aspirational to its creator.
It’s only when we start to think about organic architecture, where we build structures with natural materials and the aid
of nature, that can we start to see very radical ideas. Designer and architect Neri Oxman is leading the search for ways in
which digital fabrication technologies can interact with the biological world. Working at the intersection of
computational design, additive manufacturing, materials engineering and synthetic biology, her lab at MIT is pioneering a
new age of symbiosis between microorganisms, our bodies, our products and even our buildings. The example you see
above is a structure that was partly made by a robot using processed silk, but was completed by 6,500 silkworms. Today,
it isn’t feasible to create habitable structures like this. However, it will be the intellectual elite who make concepts like
this a reality. They will create new forms of luxury in collaboration with nature and present designs that are, in Coco
Chanel’s words, “luxury – the opposite of vulgarity”.
ARCHITECTURE
IMAGE: MIT’s Silk Pavilion

ORGANIC
A dress is grown from living
cells, not sewn
WHAT IS THIS?
_________________________________________
Today, fast-fashion brands are looking to create
sustainable garments. They’re exploring materials,
processes and even unique business models to sell
more consciously. But what’s beyond a slightly
better version of conventional materials?
Architect and biomaterials designer Neri Oxman is
exploring the use of biomaterials such as
biologically synthesised crustaceans, adapted for
3D printing. This image depicts a collaboration
with Dutch fashion designer Iris van Herpen. The
3D-printed skirt and cape were produced using
Stratasys’ unique Objet Connex multi-material 3D-
printing technology, which allows for a variety of
material properties to be printed in a single build.
This made it possible to incorporate both hard and
soft materials within the design – crucial to the
movement and texture of the piece.
IMAGE: Neri Oxman
FASHION

A NEW CASTE SYSTEM
A time when our organic bodies are simply not good enough
WHAT IS THIS?
_______________________________________________________________________________________________
A new caste system could develop in the future, where the wealthy opt for invasive surgeries to augment their natural
bodies with technologies. Will all cyborgs be rich and therefore more powerful, leading them to become dangerous?
IMAGE: Peter Fisk

BIONIC
Two strong women and a powerful Rolls-Royce
WHAT IS THIS?
_______________________________________________________________________________________________________
Rolls-Royce has collaborated with pop star Viktoria Modesta to express the soul of its most powerful cars, the Black Badge
models. Modesta is a bionic performance artist and art director, celebrated for her innovative, futuristic approach and famed
for her fearless performance at the Paralympic Games closing ceremony in 2012. Fashion-tech pioneer Anouk Wipprecht
collaborated with Rolls-Royce to build items that apply her hallmark aesthetic of fashion design, engineering, science and user
experience to the pieces Modesta wears. Modesta’s prosthetic leg was reimagined for the campaign, designed with Black
Badge carbon fibre and in collaboration with Joe DiPrima, a founding member of performance art group ArcAttack. A Tesla coil
is incorporated into the heel and activates under pressure to create a Jacob’s Ladder effect, illuminating the glass area of the
limb with a continuous trail of large sparks on demand. It is the first wearable Jacob’s Ladder of its kind. The coloured area of
the prosthetic is finished in the marque’s hallmark black paint and detailed with a 3D-printed and electroplated Rolls-Royce
grille motif.
Alongside Modesta and the Rolls-Royce Bespoke Collective, Wipprecht also tailored a Black Badge carbon-fibre bodice for the
bionic artist. The artist’s silhouette was digitised using a high-resolution body scan, while the bodice itself was created using a
SLS powder-based 3D-printing technique to form the extra-lightweight wearable before it was veneered with carbon fibre.
IMAGE: Rolls-Royce
SUPERSTAR

WHAT IS THIS?
__________________________________________________________________________________________________
Weight. That feeling of luxury, from the deep clunk of the door on a German-built car, to the heavy weight of a pen.
Weight has always been synonymous with a sense of quality and luxury, and this feeling has translated through to
product packaging. Luxury packaging – think about a fine watch or a box of expensive chocolates – not only feels heavy,
but it also usually has a tactile surface and incorporates layers upon layers of material. Next time you buy an iPhone,
dissect the box and unearth the layers of card. I’ve even seen packaging that contains raw metal, hidden beneath layers
of card, paper and fabric. The net result of all this packaging is increased waste.
Today, London-based paper maker GF Smith is not only creating highly sustainable papers, such as its Extract range of
papers, but it’s also working on sustainability initiatives. The company is collecting used coffee cups from well-known
coffee chains and recycling this waste into papers that are being used by luxury brands.
One brand that is highly conscious when it comes to understanding the provenance of raw materials and is working
towards reducing packaging is British luxury goods company Mulberry. Together with creative production house Nirvana
CPH, Mulberry is making smart choices for both the planet and its customers by selecting British-made packaging with at
least 50% recycled materials.
Today, we believe retailers have a responsibility to do everything they can to reduce waste. At the very least, consumers
should be given a choice on how they wish to take purchased goods away with them.
LUXURY BRAND
Less is more
IMAGE: Mulberry
PACKAGING

FREEDOM
The luxury of spending time
your way
THOUGHTS
__________________________________________________________________________________________________
Freedom can mean so many things. In a communist country, your freedom to move may be restricted by the state. In a
developed country, freedom could mean being financially free. To a yogi, freedom is a calm, controlled mind. As with
luxury itself, our idea of “freedom” depends on our environment, our lifestyles and the opportunities presented to us.
Elluminate does not have a fixed office space. Our idea of freedom is choice: the choice to be where we want, in order to
be inspired and to think in an environment that will provoke creative stimulation. From a meditative state in our home
offices, to sitting in a park next to a sculpture, or using The Workroom App – which allows us to book a table at one of
London’s top restaurants as a workspace – we feel truly untethered and free.
IMAGE: The Workroom App

IMAGE: Canva
A change in usage will impact the formats
we know today
SOCIAL MEDIA
WHAT IS THIS?
__________________________________________________________________________________________________
Consumer brands have never had it so easy when it comes to engaging groups and communities of like-minded people
online, and social media influencers have been responsible for explosive brand growth over the past decade. However,
times are changing. Customers are looking for experiences tailored to them. The messages that resonate have cut-
through that leads to engagement, conversion, stronger relationships and loyalty.
Instagram will be 10 years old in 2020. It’s a platform that the millennial generation built by creating brands out of
themselves expressing their interests and personalities, but future generations are transcending the parameters of the
platform. A recent study by Snapchat and JWT Intelligence found that today, just one-fifth of UK and US 13- to 22-year-
olds use social media to develop a personal brand. Generation Z are also reconsidering the role of the influencer. Instead,
they are focusing more on their real-life friendships and finding themselves in the normalities, not the Instagram
moments, of life. The Stories feature has become highly popular: it’s quick, often much more raw and temporary. The
challenge brands will have is how to feed into the Stories and lives of users whose networks and communities are close
and therefore valuable.

A new way to spend wealth
WHAT IS THIS?
__________________________________________________________________________________________________
An October report from HSBC Jade, the bank’s highest membership level, and wealth management research firm Scorpio
Partnership has found that high-net-worth Chinese individuals are seeking more fulfilling and enriching experiences. In
response, HSBC Jade has launched the Enrich List, a new bucket list for affluent consumers in China. The list is built on
four fundamental pillars: Curated Adventure, Ultimate Wellbeing, Game Changers and A Purposeful Life. It includes
unique experiences such as Find Your Tribe, where HSBC Jade’s wealthy clientele can visit the Amazon and discover the
Kayapó tribe, all while enjoying the comfort of an exclusive camp, complete with a private chef and host. Another
example sees Sangha Wellness Resort and Spa in Suzhou’s Yangcheng Lake offer wealthy individuals an immersive retreat
combining ancient Chinese techniques with the most up-to-date neuroscience technology, Jing Daily reports.
IMAGE: HSBC
Two-thirds of high-net-worth Chinese consumers say personal
growth is more important than wealth.
ENRICH LIST

THE FREE INTERNET
The biggest, most influential and most disruptive thing in
our world has no boundaries
THOUGHTS
__________________________________________________________________________________________________
As a civilisation, we’re free to explore whatever we want, almost anywhere on the planet, when we’re online. This has
made the world a much smaller place and, some would argue, a more dangerous one. Acts of physical violence, war and
death on a large scale might be at an all-time low, but this does not mean we live in peaceful times. Destruction in many
other ways is changing our world, governmental policies and even democracy itself. The Russian meddling in US politics,
fake news and the exploitation of private information by data aggregators such Cambridge Analytica are good examples
of how our world is changing. Generation Z accepts that they will never have experienced what it’s like to have lived
anonymously. According to a report compiled last year by the Children’s Commissioner, by the time a child is 13, his or
her parents will have posted an average of 1,300 photos and videos of them on social media. The child will also have
posted 70,000 images themselves by the time they turn 18. The result is a largely irreversible digital footprint.
Today, there is no real regulation of the Internet. The closest thing we have is Google, which indexes a percentage of
what’s being created online (and what its AI can see offline) for us all to access. We believe the Internet, as it stands
today, will not continue to balloon freely. The Internet will be regulated, our movements online will be restricted (or
charged for) and the luxury of free expression will be suppressed. An industry that will most likely drive this change will
be digital health, where privacy is being taken very seriously.
IMAGE: Unsplash

YOUR CHILD’S PRIVACY
IS THEIR HUMAN RIGHT
“By the time a child is 13, his or her parents will have posted an average of
1,300 photos and videos of them on social media. The child will also have
posted 70,000 images themselves by the time they turn 18. The result is a largely
irreversible digital footprint.”
Children’s Commissioner report, 2018
IMAGE: Petunyia/Fotolia
WHY THIS MATTERS
_________________________________________
Parents are naturally proud of their offspring, and
sharing developmental photos and videos on social
media with friends and family seems normal and
natural. However, the contextualised digital
footprint left behind could have consequences for
the child in the future. A quick browse through a
profile leads to presumptions being made, and a
professional examination of historic data could
lead to incorrect or unfair decisions being made on
someone’s behalf. Tastes, associations with others,
activities and interests, plus location data, create a
vast amount of information to be judged by,
especially if a child has not had any choice in
what’s being shared about them.
We believe new parents need to understand the
potential consequences of the digital footprint
they are leaving behind for their children, in order
to make informed decisions. As a parent, I choose
not to share details about my own children on
social media. I’d like to give them the choice of
anonymity in the future. It’s their human right.

WHAT IS THIS?
__________________________________________________________________________________________________
Over the next 10 years, when the remainder of the world’s population will be connected to the Internet, new data
services will emerge, from data waiters (people who perform customer service-based tasks, informed by pre-defined
preferences and digital footprints), to those looking for lucrative ways to offer data-related insurance.
For example, Generation Z, a group of people who will have never experienced an anonymous life, will have the option
to purchase insurance to protect their online privacy. Danish reputation management consultant William Atak is setting
up a direct-to-consumer insurance offering as part of SAFEonNET next year. This will track and remove unwanted
content, such as cyberbullying, fake profiles and revenge porn. “The Internet is getting bigger and bigger, and you’ll
always have people thinking, ‘Words don’t hurt you’,” says Atak. “But they don’t understand the consequences of how
much they’re hurting people.”
Privacy should not be a luxury. Unfortunately, for many people born today and in the future, it will be.
PRIVACY INSURANCE
A service to protect your digital identity
IMAGE: Unsplash

A LETTER
The power of a handwritten letter
THOUGHTS
__________________________________________________________________________________________________
Joe Girard (who lived from 1 November 1928 to 28 February 2019) was an American salesman, who sold 13,001 cars at a
Chevrolet dealership between 1963 and 1978. He was recognised by the Guinness Book of World Records as the seller of
the most cars in a year. How did he do it? Girard would typically start his day on the forecourt of the dealership with a
broom in hand, brushing the ground and watching people come by, whom he warmly welcomed. When asked for a
salesperson, he would invite customers to step into his office. Though customers were surprised, assuming he was a
janitor, they recalled the warm, friendly welcome and did as he asked. Girard would spend most of his time not speaking
about cars, but instead about the customers in front of him. He was fact-finding, discovering birthdays, anniversaries and
children’s names, and noting any dates and details of significance. After talking business, together with his two
secretaries, he would collate the intelligence and act on it when it meant the most to that customer. Birthday cards,
Christmas cards, anniversaries and all other occasions would be remembered with a handwritten note and card (not
typewritten, the technology of the day). This act of remembrance, the effort to handwrite a simple letter, led to Girard
being front of mind at regular intervals throughout the year, which in turn led to him enjoying the benefits of referrals. In
many ways, this simple act has even more value in today’s digitally connected world. So next time it’s a friend or family
member’s special occasion, don’t text, email or even call, but write a letter and enjoy the process of creating and giving.
Time is expensive. Give it away caringly and consciously.
IMAGE: Montblanc Meisterstück 149 fountain pen

“Time and silence
are the most
luxurious things
today.”
Tom Ford, designer and director
THOUGHTS
CLOSING
IMAGE: Mr Porter

ABOUT
Steven Kainth has been helping brands and retailers think about innovation for almost 20 years. The heart of what
he does is to create communication experiences that deliver results. Together with the Elluminate creative team,
he works across retail, events, product and digital to express messages that resonate with consumers. Elluminate
harnesses creative resources, first-hand experiences, data and thought leadership to generate valuable insights.
“Steven is truly a rare find. He’s a brilliant strategist with a keen ability to stay tuned into those industry
happenings that others seem to miss. He is the consummate dot-connector, making profound observations that
tie the current trends to client needs in practical, usable, achievable ways. He is deft and inspiring in his
communications with current and prospective clients: they seem to hang on his every word... But it's not just
flair. He has the substance to back it up.”
General manager, Marmon, a Berkshire Hathaway company
Some of our clients and brand experiences
This magazine is read by FTSE/Fortune 500 brands. For subscriptions visit: elluminateme.com/magazine/
Customised reports are available at request and cover the following subjects:
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INNOVATION | INTELLIGENCE | IDEAS
All image copyrights belong to organisations highlighted. All other copyright belongs to Elluminate Me Limited.
This magazine is provided for informational purposes only, and should not be relied upon as legal, business or investment advice. This magazine may link to websites and certain information contained here
has been obtained from third-party sources. While taken from sources believed to be reliable, Elluminate Me Limited has not independently verified such information and makes no representations about
the enduring accuracy of the information or its appropriateness for a given situation.
References to any company’s digital assets are for illustrative purposes only.
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Elluminate Magazine Issue 13 luxury

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