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Luxury in Motion: From Object to Experience

During the World Economic Forum in Davos, The Brand Office co curated the panel “Luxury in Motion” at the Loft of Shared Dreams together with Marina Cvetkovic. Leading voices from across industries came together to reflect on a fundamental shift in how luxury is defined today.

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A Structural Shift in How Luxury Is Defined
At the core lies a clear evolution. Luxury is moving away from the object and towards the experience. What is emerging is not a short term trend, but a structural shift that is redefining how value is perceived and created.

Ownership and visibility are losing importance. In their place, experience, personal relevance and meaning are taking the lead. Luxury is no longer defined by the product alone, but by what it creates for the individual.

Cédric Schiess, CEO of Art du Temps, illustrated how this shift becomes tangible in direct client interaction. The focus is no longer solely on the object, but on the ability to guide, to frame context and to turn decisions into something personal. Luxury emerges where expertise builds trust and where selection becomes conviction.

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Luxury at the Intersection of Experience and Culture
Alongside Michela Ratti of Ferragamo, Dr. Munif Mohammed of Lagardère Travel Retail, Prof. Felicitas Morhart of the Swiss Center for Luxury Research and Arjun Kaicker of Zaha Hadid Architects, the dialogue expanded across disciplines. One insight connected all perspectives: luxury today unfolds at the intersection of experience, cultural context and individual perception.

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Prof. Felicitas Morhart articulated this shift with clarity. Luxury is increasingly defined by what is experienced. Emotion, transformation and purpose are gaining importance. As access expands and expectations evolve, brands are challenged to create experiences that endure beyond the moment.

Technology and the Responsibility of Meaning
Technology acts as an amplifier in this transformation. It enables new forms of personalization and experience design, while raising new responsibilities. The question is no longer only what technology can do, but how it is used and what it creates in terms of impact.

 

For The Brand Office, co curating this panel reflects a core conviction. Strong brands are built where strategic clarity meets cultural relevance and where ideas are translated into tangible experiences.

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The collaboration with Marina Cvetkovic and the Loft of Shared Dreams enabled a dialogue that made these perspectives tangible.

Luxury is in motion. Its future will be defined by how consistently it is conceived and shaped as an experience.

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