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.

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