News 26.12.2023

Need to Know

LSN:Global’s coverage of luxury, travel and hospitality in 2023 explored what new-age luxurians have come to expect from brands: craftsmanship, connoisseurship, curation, and above all, restful rejuvenation.

The Trend: Luxury Recrafted

New Renaissance by Ferragamo in partnership with Le Gallerie degli Uffizi. Photography by Tyler Mitchell, Italy

Earlier this year we published Luxury Recrafted, our luxury sector macrotrend report that investigates how the young luxurians of tomorrow will expect luxury to signal status through craftsmanship and provenance while innovating techniques to champion ESG along the way.

Young wealthy individuals seek more than just a purchase; they’re looking to be actively engaged in the world of brands they support. Having grown up in the age of streetwear, younger Millennials along with Gen Z and Alpha aren’t just enthusiasts, but also knowledgeable connoisseurs and avid archivists.

Their understanding of luxury revolves around the exchange of expertise, exclusive access, a sense of community and a strong appreciation of craftsmanship. Luxury brands need to take note of these shifting codes of luxury and adapt accordingly. It requires an evolution towards a deeper focus on the true value of luxury: quality, craftsmanship, longevity and provenance.

The Big Idea: Five Airlines Uplifting In-flight Wellness

Airlines are redefining luxury air travel, transforming the on-board experience from tiring to invigorating and elevating wellness to new heights at 40,000 feet. As consumers tire of low-cost – and often low-comfort – commercial flights, travellers have shown an interest in premium experiences.

From luxury toiletries to better food options, optimised sleep pods to stretching and chill zones, airlines are working hard to reframe their flights as a destination for relaxation and rejuvenation. US-based United Airlines, for example, has partnered with luxury retailer Saks Fifth Avenue and tech wellness company Therabody to offer passengers the ‘best sleep in the sky’. Similarly, Australia’s Qantas Airways has made concerted efforts to humanise long-haul flights by decreasing the number of seats in the economy cabin and introducing a wellness zone. Passengers can leave their seats, walk around and stretch or follow guided exercises.

Wellness and beauty brands have the chance to enhance the travel experience for all passengers by offering portable in-flight wellness products, regardless of their seating location. Airlines should also consider how to expand their new-found wellness status by hosting events and experiences that complement the flights to enhance brand loyalty.

VistaJet Wellness

The Campaign: Palace and Wedgwood create eccentric skateboards and tea sets

Palace and Wedgwood, UK

In October 2023, Palace, the iconic British skatewear brand, forged an unconventional alliance with the storied china and porcelain maker Wedgwood, resulting in the whimsical Palace x Wedgwood collection. This unique collaboration blends the edgy world of skate culture with the refined elegance of classic English china.

The line showcases a delightful tea set, complete with a teapot, cup, saucer and plate, all featuring a playful strawberry graphic pattern reminiscent of Wedgwood’s renowned wild strawberry and vine motif. In addition, the collection presents an exclusive series of skateboards, combining Palace’s distinctive strawberry print with Wedgwood’s signature blue colour scheme, creating a striking and innovative fusion of styles.

The campaign was shot by Alasdair McLellan and takes inspiration from the iconic BBC tv series Antiques Roadshow – utilising a discerning sense of if-you-know, you-know humour. The collaboration is a great example of how a brand can re-interpret its heritage and tradition, formulating it to capture a younger audience. Unique and unexpected partnerships offer brands this opportunity to dust themselves off and refreshen their brand identity.

The Viewpoint: Elevating Travel Narratives

Paseo, Austin, US. Photography by Charlie McKay, UK Paseo, Austin, US. Photography by Charlie McKay, UK

With extensive experience gained working at IHG and The Hoxton, James Huntly set out to pave his own way when he founded his strategic design agency AboundStudio in 2019. Combining his love for travel, design and hospitality, the Perth-based studio works with forward-thinking and experience-focused businesses across hospitality and residential developments.

The consultancy seeks out market disruptors and brands that understand shifting consumers’ values and demands. Huntly and his team are keen to help brands move away from the cold and corporate cookie-cutter templates traditionally employed in hospitality, instead creating brand identities and narratives that resonate well with the post-pandemic workers who are flexible travellers and explorers.

‘There is a proliferation of lifestyle brands. Almost all hotels have adopted urban lifestyle offerings,’ Huntly tells LS:N Global. This is why it is quintessential that brands find their own voice, their own authenticity. Instead of focusing on doing everything, brands should identify what consumers really want from them. ‘Having a clear set of brand pillars is important because one can build, adapt or expand from that, but you must be identified for doing two or three things really, really well.’

The Space: Lamborghini unveils exclusive luxury residences

Tierra Viva Residences by Lamborghini, Spain
Tierra Viva Residences by Lamborghini, Spain
Tierra Viva Residences by Lamborghini, Spain

Lamborghini, the renowned Italian automaker, is making a foray into Europe's real estate sector with the launch of its first residential project, Tierra Viva, set to complete in 2027 in Benahavis, Spain. This venture, in partnership with luxury property developer Dar Global, promises a living experience infused with the spirit of Lamborghini, featuring elements like leather details and sophisticated glasswork.

This exclusive gated community, with stunning views of the Mediterranean Sea, will feature 53 luxurious villas. It offers residents both proximities to major tourist attractions and the assurance of 24/7 security.

Valued at approximately £242m ($307m, €282m), Tierra Viva presents three villa designs, each equipped with panoramic swimming pools, private gardens, direct car access, spacious terraces, and exquisite marble floors. Tierra Viva is a great example of a shift we’re noticing in consumer behaviour to adopt a designed living instead of its preceding designer life, as set out in New Codes of Luxury report launching in January 2024.

Download the Future Forecast 2024 report

Now that you know what shaped 2023, discover what’s on the horizon. Download our Future Forecast 2024 report comprising 50 new trends across 10 key consumer sectors, insights from our analysts and interviews with global innovators.

Not a member of LS:N Global?

The Future Sessions Bundle, which includes both our Future Forecast 2024 and Future Five 2024 PDF reports, is available to purchase from The Future Laboratory shop. Interested in becoming a member? Learn more here.

Previous News Articles
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN