Rolls-Royce is calling it post-opulence. Bannenberg & Rowell say it is post-hedonism. Is luxury about to enter a new age? The reality is with almost any product or experience casually labelled ‘luxury’, the concept no longer holds any special value.
Today, luxury is more than often brash, vulgar, and a mirror of the less tasteful side of our cultures. It is time to reclaim the word and make it relevant to the post-coronavirus era.
In the age of mass-production, fast fashion, hyper-consumption, and the growing awareness of the environmental damage caused by all this careless consumption, we should rethink our approach to how we shop and of ownership. And in the auto context, it is one thing to subscribe to electrification, but surely true sustainability is about maintaining the value of objects already in existence … to reuse, upcycle, reimagine – breathe new life into old objects.
This is what Lunaz intends to do. This new marque restores classic cars and converts them with electric powertrains. Its aim is to make the most beautiful and celebrated cars in history ready for the future, playing into the above. But equally it explores luxury as rarity, and the preservation of beauty to be relevant and kind to the wider world. Take a closer look
Enzo Ferrari called Mille Miglia the most beautiful race in the world and a unique travelling museum with its convoy of priceless classic and vintage Alfa Romeos, Fiats, Maseratis, Ferraris racing through the rolling Tuscan hills. Read the full tale here