London – i.D magazine has launched Amuse, a new luxury lifestyle channel aimed at digitally networked Millennial luxurians.
Now in beta version, the video and editorial platform is designed to prove that luxury can move beyond tradition. The site will include a range of features that focus on the experiential side of luxury, including pieces on how to hotbox a private plane and a guide to getting drunk on tea in Tokyo.
‘The luxury market hasn’t yet adapted to the new breed of digital-by-default consumers that has emerged in recent years,’ says Richard Martin, i-D and Amuse managing director. ‘Amuse offers luxury in their own language and codes, through an interactive and beautifully designed platform that tells global stories.’
A planned video series will include Second Gen, a travel-focused programme following second-generation creatives as they return to their motherlands, and Pleasure Seekers, a series exploring sexual emancipation in the modern age.
The Big Picture: Millennials were raised amid the convenience-driven, me-centric ethos of the social media age, so have little patience with tradition when it comes to luxury. Amuse is engaging this audience through contemporary, authentic video content that offers an alternative to the traditional formats and subject matter of luxury publications. For more, read our insight on GQ’s partnership with rapper 2 Chainz.