Immersive design is reshaping the future of luxury spaces

Global – Immersive technologies are redefining how luxury brands design and deliver physical spaces, from real estate to retail and hospitality.

In The Unbuilt – a new chapter in The Future Laboratory and Together Group’s New Codes of Luxury report: Immersive Technologies for Transformation – spatial simulation, digital twins and game engine-powered experiences are spotlighted as tools for building emotionally resonant, commercially smart environments before they physically exist. These platforms help luxury brands and developers align internal teams, test creative ideas in real time and present high-fidelity concepts to buyers and investors.

Firms such as Noë & Associates and Imerza are pioneering this shift, creating photorealistic virtual experiences that allow stakeholders to step inside a future space – not just see it.

‘We see a need to transform the whole service chain, and for that, you need an operating system including data that will allow you to hyper-personalise, and tech to bring the immersive experiences to life,’ notes Christian Kurtzke, CEO of Together Group.

As luxury evolves from selling products to staging experiences, immersion is becoming a strategic necessity. New Codes of Luxury: Immersive Technologies for Transformation is accessible to view via an interactive website.