Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

Global – In their latest report, New Codes of Luxury: Immersive Technologies for Transformation, The Future Laboratory and Together Group explore how immersive technologies are transforming the luxury sector. 

From digital twins to real-time AI-powered simulation engines, the report outlines how these new tools are helping brands design luxury spaces, experiences and campaigns with unprecedented speed and precision.

Described as a ‘new operating system for experiential luxury’, this infrastructure allows creative teams to co-design, iterate and test in real time, ultimately reducing post-production costs and accelerating project timelines. This shift goes beyond gimmicks. Instead, immersive platforms are enabling emotionally resonant, cinematic experiences that respond dynamically to consumer behaviour.

The report features insights from a number of experts, including René Célestin, founder of OBO, whose work as part of Paname 24 on the Paris Olympic Games opening ceremony has just been honoured with the Outdoor Grand Prix at Cannes Lions. 

New Codes of Luxury: Immersive Technologies for Transformation is accessible to view via an interactive website.