Why spiritual luxury is the future expression of the concept

Rolls-Royce Boat Tail
Rolls-Royce Boat Tail © Rolls-Royce

Recently I joined a group discussion on the future of luxury. This is a theme that keeps coming up in meetings and with the clients I work with outside my role as a journalist. And I can see why. We are pretty much at the crossroads of change, with the pandemic acting a little like a punctuation point in history, allowing some of us time to reflect and rethink what had become normal and accepted simply because in the rush of life, few questioned its authenticity. Why, for instance, has luxury been caged and confined within a tightrope of clichés? Surely, it can be brave and bold enough to break free of the narrow confines of price, value and status.

I’m not so much interested in the physical luxury of stuff, but more so in unwrapping the spiritual concept of luxury, the poetic element, all those other parts that may not directly be linked with the concept but will come to define it ever more as we navigate the future. I’m talking about time, knowledge, intellect, ideas, art, craft, skills, history, love, passion, stories, poetry and a whole world of more elusive elements that make luxury special – not exclusive or expensive, but extraordinary.

Then, of course, luxury is rooted in context. During the deepest darkest pandemic hours, amid lockdown with no vaccination in sight, luxury became the sound of birds singing, trees blossoming, neighbours clapping in unison in support of health workers. Luxury was discovering that unnoticed path in the local park, a coffee lovingly prepared by the local barista, happening upon a new piece of music or a podcast to open up a world. With lockdown lifted, the height of luxury has become sharing a meal with family and close friends, hugging them, seeing live art, planning trips to other lands.

This got me thinking about the Rolls-Royce Boat Tail. The hand-built, one-of-a-kind motor car is a new private commission estimated to have cost over £20 million. On the one hand, it epitomises old-school luxury, the kind money can buy, the luxury of status that is exclusive and rare. But what makes the Boat Tail special isn’t the price tag – that’s just a number. Rather, it is the unique knowledge and artistry and imagination that went into creating it. And the Boat Tail’s perceived value is tied intimately with Rolls-Royce’s evocative narrative and its rich history. This is where luxury becomes storytelling. And this is where it gets exciting.

Layers of experience passed on from generations of winemakers, the uniqueness of the terroir, what happened in the year of harvest – this represents the height of luxury. Or it could be more ephemeral – that visceral feeling, that sense of wonder when you experience a new wine, or taste a unique dish, have an unforgettable chance encounter. Luxury is about the unexpected pleasures. Thomas Girst, head of global cultural engagement at BMW Group, told me he sees it as ‘the time for meaningful experiences, exchanges and actions that have the power to shape and define who we are’. And I couldn’t agree more.

© Do Make by James Otter is published by Do Books. Photographs by Mat Arney
‘Do Make’, James Otter © Mat Arney

What this means in terms of branding and design is to involve as many specialities and characters as possible in creative processes. It means mixing up sciences and arts and engineering and academia, proactively seeking different voices – be it gender, class, race, nationality, age. This is already happening to some degree across many businesses and educational establishments. And it can only prove to be a positive thing. It will help paint a more colourful, a more textured and richer world of luxury.

Viewing luxury as something far beyond the physical object opens a vast ocean of possibilities. We have the tools to make new forms of luxury a reality by harnessing the positive power of technology. And I’d like to hope the pandemic has opened our eyes to values that are fair that can be found in luxury. To my mind, the future of luxury will be more and more about shared beliefs – artistic, environmental, societal. It will involve intuitive and tailored experiences gathered around principles of imagination, expression and freedom. And it need not be reserved for a select few. What Covid and the climate crisis have plainly shown is the ephemerality of our human existence. Spiritual luxury, by definition, is democratic. It is inclusive and inviting and free and poetic and full of wonder.

Interview: Virgil Abloh and Gorden Wagener imagine a new kind of luxury design

G-Class by Mercedes-Benz AG & Virgil Abloh

Project Geländewagen is a fictionalised G-Wagen/G-Class racecar, stripped of all clichés of opulence. This experimental project is the collaborative work of the Mercedes-Benz creative chief Gorden Wagener and Louis Vuitton’s menswear artistic director and founder of fashion label Off-White Virgil Abloh. The product they have imagined together is the antithesis of the polished and flawless world of luxury to offer an alternative approach.

Intrigued by the possibilities of injecting a little of the theatre of fashion to the more subdued world of motoring, I set up a remote interview with the two creative directors to see how the ideas expressed here could potentially entertain the future of Mercedes cars. I also asked what the lessons they may have learned from this pandemic and the approaching climate crisis.

Take a look at what they have to say here

All images © Daimler AG

Rolls-Royce Ghost is a peek into the new face of luxury

2020 Rolls-Royce Ghost © Leigh Banks

The new Rolls Royce Ghost is reflective of a visual language for a (hopefully) more subtle and discreet post-pandemic luxury landscape. Seen – and to be driven later this month – this is an accomplished product that wears its wealth lightly. And I’m sincerely hoping the design team will entice their wealthy and influential customers to invest in more sustainable fabrics inside and to use this as a vehicle for exploring materials beyond the traditional leather and wood. 

The pandemic has given us the opportunity to rethink our world, help imagine an altogether better one, a more sustainable one … and this extends very much to how we view the design of more exclusive items. They can lead the way.

See the Rolls-Royce Ghost on the road and take a look at the design story

#RollsRoyceGhost

Is the future of luxury defined by post-opulence?

Alex Innes head of Rolls-Royce Coachbuild design

Under coronavirus lockdown, I’ve been involved in some really interesting discussions with designers. This was a particularly candid talk with Alex Innes, head of Rolls-Royce Motor Cars Coachbuild Design on the future of the luxury landscape. He is calling the post-pandemic era one of post-opulence – an age where timeless objects will gain more value and customers will form deeper relations with luxury brands
Read the full interview in Forbes Lifestyle

Bentley explores the future of sustainable luxury travel with EXP 100 GT

This is the EXP 100 GT by Bentley Motors which explores luxury in the context of clean autonomous travel in an imaginary world of 2035.

As traditional carmakers study what their place will be in the next chapter of the automobile, this EXP 100 GT by Bentley Motors sets out to explore luxury in the context of clean autonomous travel in an imaginary world of 2035.

The form may follow a classic motor car design theme, yet it is conceptually and materially where the EPX 100 really makes a distinctive statement. 

This is the EXP 100 GT by Bentley Motors which explores luxury in the context of clean autonomous travel in an imaginary world of 2035.

Here’s a little teaser as to what to expect from the marque

This is the EXP 100 GT by Bentley Motors which explores luxury in the context of clean autonomous travel in an imaginary world of 2035.
This is the EXP 100 GT by Bentley Motors which explores luxury in the context of clean autonomous travel in an imaginary world of 2035.