WELCOME TO NEUE LUXURY
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.