Luxury Endangered

What makes an object a luxury product?

Is the work of an artisan or craftsperson essential to the creation of luxury? Can luxury by definition be produced in an industrial process, or must we take into account the expertise and knowledge of the maker? Many large scale luxury brands have designers who create an item, whether it is a garment, architectural fixture or interior product. Once these items are designed they are made not by artisans but often by factory workers each responsible for a different aspect of the manufacture.

What features exemplify and extraordinary experience?

Within the world of experiential luxury in flagship stores, restaurants, hotels, in the air, on the road on the sea the standards of service are continually enhanced. What does this mean to the luxury consumer in the real world, and in relation to defying the parameters of a luxury experience?

Luxury endangered will question the notion of luxury as it is currently constituted within a globalised consumer market where luxury brand narratives dominate. Within this configuration the specific skills of a craftsperson are commodified as are the services.

What informs our decision making around criteria used to classify luxury goods and services? Working in collaboration we will expand our understanding to articulate parameters that constitute luxury. These conversations will be engaging, challenging and undoubtably contentious. Our interest is to bring about change through these conversation.