WHAT IS LUXURY DESIGN?

With 25 years of experience in design and working with high-end luxury brands across various industries (hotels, electronics, liquors, fashion), I have witnessed significant shifts in the luxury market. From the dominance of magazines to the rise of the internet, apps, and now social media, the ways luxury brands market themselves have evolved dramatically. This raises a critical question: Why does design matter in luxury, and how does it differ from other markets?

Why is it Important?

The answer lies in understanding market personas.

Market personas encompass generations like Baby Boomers, Gen X, Y, Z, and now Alpha. Each generation interacts with different media and environments, shaping how they feel and perceive luxury.

Baby Boomers grew up with TV and radio.

Gen X lived through the magazine era, followed by computers.

Gen Y embraced the internet.

Gen Z engages primarily with apps and social media.

Gen Alpha will define the future.

Why Media is Important?

Media shapes identity. Baby Boomers and Gen X tend to value personal and physical environments, while Gen Y and Z lean toward digital and communal experiences. The way information spreads varies by generation, influencing how they perceive and engage with luxury brands.

The Big Question

What should luxury brands do to manage media and generational shifts?

When we focus on the word "luxury," is it about what they create, or how the brand makes you feel? Ultimately, the essence of luxury lies in how the brand makes you feel.

For example, Baby Boomers' luxury designs often feature single colors and timeless patterns. This style was tied to production methods of the time and has become iconic.

Today, in a digital era where any color and style can be produced, luxury design has shifted to being more playful and colorful, yet still rooted in artistry and craftsmanship.

Case Study: Hermès

Hermès is a brand I deeply admire for its ability to maintain timeless style and craftsmanship. Consider the Birkin bag:

It takes years and significant expense to acquire one.

A Birkin bag also requires a level of credibility to own.

Where does Hermès' iconic orange color come from? Interestingly, during wartime, orange was the only paper color available for packaging. What began as a necessity has become a symbol of luxury.

Today, Hermès adapts to the digital age with vibrant collaborations with artists, colors, and designs.

Why is Hermès on social media, even though its products aren't widely available?

1. Scarcity: Luxury thrives on limited editions and exclusivity. Scarcity elevates the perceived value. For example, Birkin bags are now seen as investments, not just products.

2. Digital Social Status: New generations need to display their social status digitally, posting about exclusive items even if they can’t own them.

3. Buying Power: Today’s generation has higher buying power or is willing to sacrifice irrationally to own items they don’t necessarily need—often to impress people who may not care.

What Defines Luxury Design?

Luxury design isn’t just about the design itself; it’s about how the brand makes you feel. For instance, rough sketches from Hermès feel luxurious because they are tied to the brand’s legacy. If the same sketch didn’t carry the Hermès name, it might not evoke the same response.

The Takeaway:

When discussing premium and luxury design, consider:

1.The brand

2.The designer

3.Your personal taste and feelings

Is your taste refined enough to identify luxury design? Owning or working with a few luxury brands doesn’t necessarily mean you fully understand premium design. Luxury design requires years of exposure and cultivation to be truly appreciated.

In the end, luxury is manmade, but its value comes from how it resonates with you. ---------------------------------------------------------------------------------------------------------------------- This article is based on my experience and aims to show that premium design is timeless and requires time to be fully understood and felt....like an art.

Best regards, Ramond Gozali