WEL­COME TO NEUE LUX­URY

Neue Luxury - - Front Page - A note from our Edi­tor in Chief BRETT PHILLIPS Edi­tor in Chief

What is lux­ury? How do we de­fine, un­der­stand, com­mu­ni­cate and en­gage with it? Lux­ury is a slip­pery word, its et­y­mol­ogy is con­stantly chal­leng­ing us with its mean­ing over time. As cul­tural and com­mer­cial agen­das change, so do the val­ues and char­ac­ter­is­tics of lux­ury and what it rep­re­sents to an in­di­vid­ual, a cul­ture and even a civil­i­sa­tion.

In re­cent times much has been writ­ten about the par­a­digm shift in our re­la­tion­ship to lux­ury and how the es­tab­lished pil­lars of con­spic­u­ous con­sump­tion are be­ing re­placed by a much more ex­pe­ri­en­tial ideal. Driven largely by the emer­gence of a younger, more af­flu­ent and self-aware con­sumer, it could now be said that if old lux­ury was about the thing, then new lux­ury is about the ex­pe­ri­ence.

Neue Lux­ury ex­ists as a global dis­cus­sion on lux­ury in the 21st Cen­tury. Our printed and dig­i­tal plat­forms present var­ied, dif­fer­ing and at times con­tra­dic­tory per­spec­tives from those at the van­guard of cul­tural and com­mer­cial prac­tice. In this, our in­au­gu­ral is­sue, we have de­voted our at­ten­tion to those vi­sion­ar­ies chal­leng­ing our un­der­stand­ing of lux­ury through their con­tri­bu­tions to fash­ion, ar­chi­tec­ture, con­tem­po­rary dance, art, mu­sic, food and wine.

Each of these ar­ti­sans are find­ing suc­cess not just through their oeu­vre but by ac­knowl­edg­ing their roles as cul­tural am­bas­sadors, sen­sory agents and hubs of knowl­edge. As a con­se­quence each are forg­ing long last­ing and more mean­ing­ful re­la­tion­ships with their pa­trons and au­di­ences. But how do they de­fine lux­ury and what are they do­ing to be con­sid­ered as pur­vey­ors of lux­ury goods, ser­vices and ex­pe­ri­ences? What clearly emerges is an un­der­stand­ing that as part of our en­gage­ment with lux­ury, we are now ex­pect­ing im­mer­sive and cu­rated ex­pe­ri­ences that in­volve the ex­change of knowl­edge, the pre­sen­ta­tion of unique con­tent and a re­spect of our cul­tural and in­tel­lec­tual de­sires. Lux­ury is now a deeply per­sonal and in­ti­mate no­tion, shaped by our en­gage­ment with ideas and cre­ativ­ity.

And while I be­lieve that lux­ury should be a term used to de­scribe a set of beliefs that unite and in­spire some of the worlds most en­gag­ing and in­no­va­tive peo­ple, some of you may still con­sider lux­ury to be de­fined by sta­tus, wealth and ex­clu­siv­ity. What­ever your po­si­tion, it is our hope that you en­gage with the be­gin­ning of our con­ver­sa­tion and the ideas, opin­ions and peo­ple that are help­ing to shape this brave new world.

Cover pho­to­graph: Jeff Busby with 3 Deep for Bal­letlab. Dancers left to right: Ren­nie Mcdougall, Brooke Stamp, Peter AB Wil­son.

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