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The Trend: Luxury’s New Clubhouse Model

Palazzo Bottega Veneta, Venice, Italy

Luxury brands are redefining exclusivity by creating immersive, product-free spaces designed to captivate their most valued clients. As aspirational shoppers pull back, the ultra-wealthy – who represent just 2% of luxury customers yet account for 40% of sales according to The Business of Fashion – are becoming the focal point of the industry, driving demand for highly curated experiences.

With the luxury market slowing, brands are rethinking how to engage these VICs (very important clients), who have grown weary of brand collaborations and pop-ups. According to Air Mail’s Elena Clavarino, these clients now seek more than high-end products or white-glove services – they want someone to ‘transform money into their dreams’.

This demand has given rise to the clubhouse model: discreet, meticulously designed spaces that act as architectural marvels, free from overt branding or product displays.

Gucci’s Salon combines the intimacy of a private home with cinematic grandeur, while Bottega Veneta’s Venice residence offers a closer look at its universe. Similarly, Zegna’s Villa Zegna in Shanghai exemplifies the rise of these tailored, immersive environments. Find more best-in-class case studies in our Luxury’s New Clubhouse Model microtrend report.

The Big Idea: Luxury’s Food Strategy

From high fashion adopting gourmet trends to pantry staples being elevated to markers of prestige, brands are redefining eating as a luxury experience. For Generation Z and Millennials, who grew up during the golden era of ‘free-from’ food movements, shopping at premium organic supermarkets has emerged as a significant badge of social standing. The cult-like appeal of Los Angeles chain Erewhon highlights this, with some customers reportedly taking multiple jobs just to afford its premium offerings (source: The Cut).

The rise of ‘errand-core’ as a visual trend sees brands like Bottega Veneta and Gucci elevating mundane moments in their campaigns. Meanwhile, food and drink brands are premiumising humble staples.

Where our Hype Bakes microtrend observed the rise of bakeries as places to see and be seen holding a prized baked item, other foods are gaining traction as status symbols. Welcome to the era of the posh pantry. Think luxe legumes, spearheaded by Heyday Canning in the US and Bold Bean Co in the UK; the renaissance of tinned fish embodied by stylish sustainably sourced seafood brand Fishwife in Los Angeles; or the infamous Graza olive oil, that comes packaged in squeezy bottles and has made its way into countless food influencers’ videos in the US.

For more insights on this trend, head to our Luxury’s Food Strategies report.

BAO teamed up with Simone Rocha and other luxury brands on a pop-up kiosk at Dover Street Market celebrating the Lunar New Year, London, UK

The Campaign: Sofitel Hotels celebrates cultural encounters in Mexico City

The Encounter by Sofitel Hotels, Mexico

Sofitel Hotels & Resorts is showcasing its commitment to cultural connectivity with a short new film entitled The Encounter. Featuring Hollywood star Gillian Anderson and French-Algerian actor Dali Benssalah, the film captures the essence of personalised luxury travel experiences at Sofitel Mexico City Reforma. ‘This video symbolises Sofitel’s new positioning: a desire to create encounters between cultures, people and ideas – the very definition of Sofitel’s DNA,’ said Nicolas Gronier, vice-president of global marketing at Sofitel, in a statement.

Set against the vibrant backdrop of Mexico City, the film follows Anderson and Benssalah as they explore different facets of the city. Anderson indulges in gastronomic delights and authentic traditions while balancing work and leisure. Meanwhile, Benssalah immerses himself in athletic pursuits and nightlife adventures. Both guests end up back at the Sofitel, showcasing the hotel’s support for varying guest interests.

The film highlights Sofitel’s refreshed brand values, including The Cultural Link, which underlines the intersection of people and ideas, paying homage to Mexico’s rich heritage in humanities and cinema. Through its portrayal of local artists, markets and landmarks like the National Museum of Anthropology, Sofitel celebrates the cultural richness of Mexico City. The campaign not only showcases the multi-faceted experiences on offer for travellers, but also the brand’s commitment to Elevating Travel Narratives.

The Viewpoint: South Africa’s Luxury Surge

Thebe Magugu, South Africa at International Fashion Showcase, London

In August 2024, LS:N Global sat down with Style Rotate – South Africa’s premier online fashion rental platform – brand director Georgina Bennett to explore the rise of South African luxury fashion, local designer acclaim on the global scene and emerging opportunities in Johannesburg and Cape Town.

‘When a local designer gets international recognition, maybe they win an award, or they showcase at an international fashion week. It sheds light on the whole of South Africa, and it creates an awareness, which is great for us and for growing the sector here,’ Bennett tells LS:N Global. Thebe Magugu, who Bennett later lists as one of the most exciting luxury brands in the region alongside Sindiso Khumalo, Lara Klawikowski and Lukhanyo Mdingi, is a great example of this.

The brand’s 2019 LVMH Prize win went on to have a butterfly effect on South Africa and its position as a creative and fashion capital on the continent.

South Africa is leading the apparel industry in sub-Saharan Africa, with a market worth more than £8.6bn ($11bn, €10bn) and in 2023 recorded its highest growth rate so far, at 6% (source: Euromonitor International).

Access the full interview now.

The Space: Dolce & Gabbana's pop-up at The Colony Hotel in Palm Beach

Dolce & Gabbana Palm Beach pop-up at The Colony Hotel, US

Serving animal prints and Mediterranean themes to the UHNWIs of Palm Beach, Florida, Italian brand Dolce & Gabbana has returned for a second, extended pop-up collaboration with luxury destination The Colony Hotel.

The new pop-up store, in situ through 2025, resides in The Colony’s lobby area and features the luxury brand’s unmistakable Leopardo and Blu Mediterraneo print collections plus seasonal resort-themed collections – across women’s, men’s and kids’ clothing, and accessories – for the hotel’s discerning customers.

Dolce & Gabbana has chosen this location to flex its very-important-customer services. The brand’s fine jewellery collection is offered by appointment alongside exclusive Anna Collection pieces only available at the resort location. The boutique also offers the brand’s Casa home collection, reflecting the hotel’s opulent décor.

Find more best-in-class case studies in our Five Luxury Leisure Pop-Ups report, where we explore how luxury brands are adapting to shifting consumer expectations as the personal luxury goods market recovers. With consumers prioritising experiences in travel, leisure and dining, brands are diversifying their offerings. Resort destinations and seasonal tourism are driving the rise of exclusive, ephemeral pop-ups.

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