Here we are in the era of the new luxury, or rather, luxury 2.0. A concept that is reshaping the global industries of real estate and hospitality, while novel trends that are hard to keep track of continue to emerge at a rapid pace. Now, within the context of this new luxury and tendencies, the discussion does not simply concern the brands of an elusive high-end. Rather, it revolves around the phenomenon whereby brands transcend their original product categories – those upon which they were founded – to become symbols of status and desire. The instrument of this desire? The logo. Applied to any type of artefact, it becomes a specific expression of the lifestyle associated with that brand, a way and essence of (lavishly) living. This all translates into a coherent lifestyle proposition that combines fashion, food, hotels, and living spaces into one luxurious blend.

As we stroll through the city streets of opulence, such as Via Montenapoleone in Milan or Fifth Avenue in New York, or among the exclusive design neighbourhoods of Miami or the historical magnificence of Place Vendôme, we discover that the luxury conglomerates – Kering and LVMH in the first place – are not merely opening boutiques for clothing and accessories. Instead, they are acquiring entire buildings. They are investing in real estate where prices may seem absurd or unwarranted to the average observer. Yet, to those who can afford to sell Gucci bags or Louis Vuitton luggage at premium costs, and with unimaginable margins, it all makes perfect sense. And thus, ascending even higher on the real estate entrepreneurship scale, these brands have now ventured into the opening of luxury hotels or boutique hotels where a single night can cost $50,000.

Traditionally, luxury brands are synonymous with consumer goods rather than durable goods. However, a growing trend is leading brands to invest in enduring assets such as residential real estate. For some sophisticated individuals – namely, those we now classify under the label of quiet luxury – this might seem distasteful. Those who spend for quality without the desire for logos – which, in turn, are historically associated with the nouveaux riches – do not need to assert their status in society. And, of course, they would never dream of living under a gigantic logo. They refuse to wear a D&G polo, let alone live under the same monogram.

Yet the world is changing, lifestyles are evolving, and so is branding philosophy. When a market reaches saturation, what happens? Brands acquire competing brands or innovate by venturing into new lines of business, thus working on the aspirational aspects of the brand. It is all about lifestyle.

Moreover, the theme does not only concern brands, but also architects and interior designers, increasingly influenced by this trend, guided not only by aesthetic considerations but also by significant financial investments. They are the ones responsible for designing spaces that reflect not only beauty and functionality but also the identity and exclusivity of the brands they are entrusted with. It is not a new form of money chase, but a way to create environments that resonate with the tastes and values of a refined clientele.

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Today, the phenomenon is particularly evident in the city of Miami, always at the forefront when it comes to luxury design and architecture. Some concrete examples include the development lines of Fendi Suites, Armani Hotels, Cipriani Residences, Lamborghini Living Spaces, Ritz Cartlon Cruises, Chopard Retreats, and Louis Vuitton Hotels. These branded real estate developments are not just places to live or stay but a testament to the unmatched luxury and exclusivity of the brand’s ethos.

We will discuss these new branded real estate realities on May 14^th, 2024 at the Luxury Design Summit Miami, the event crafted by Roberto Cuneo, the founder of Medelhan, and curated by Lucia Schito – Co-Founder and Director of North America at Medelhan – and Design Courier, to uncover the latest industry trends through the voices of opinion leaders and visionaries. To share their insights on the topic and answer the toughest questions on a still undefined theme will be Claudio DaSoller – Director North America at Pininfarina – Scott Miller – Director North America at 1508London – and Esteban Koffsmon – Senior Vice President of Development at Chateau Group. What factors have driven this expansion of brands into real estate? What is the allure exerted by these new products on buyers? What is the importance of the experiential factor in this? And why is there talk today of a shift in marketing strategy from ‘story-telling’ to ‘story-living’? These are just some questions that our speakers will address, supported by the narration of significant projects and specific examples.

And as we prepare for this engaging discussion, consider how the definition of luxury continues to evolve, moving beyond the idea of owning expensive objects. Today, this luxury 2.0 is about living in environments that exude values, that speak of our aspirations through every detail of the environment. Come with us on this journey of exploration, shaping the future of luxury and design.