bmw group / future luxe

PROLUX screen shot.jpg
 

Redefining pinnacle luxury with a progressive vision for the future

HOW CAN A CLASSIC LUXURY BRAND STRETCH INTO THE FUTURE WHILE HONORING ITS IMPECCABLE HERITAGE?

SCOPE OF WORK

Understand the emerging influences and expectations that are driving new modes of luxury.

Define a durable strategy for Progressive Luxury at Rolls-Royce.

Shape a future vision that will drive new expressions and experiences for the Rolls-Royce brand.

PROJECT ACTIVITIES

  • Global culture immersion

  • Expert interviews

  • Concept framing / strategy development

  • Concept film production

  • Product Planning workshops

KEY INSIGHT

The Luxury market has been slow-moving and resistant to change, but tremors are destabilizing the bleeding edges of luxury. As a result, we are seeing disruptive new lifestyles, aesthetics, and expectations.

Luxury tastes are evolving to embrace more challenging + provocative experiences. Rather than protecting people in a bubble of refinement, this new luxury embraces growth, engagement, and transformation.

outcome

A global strategy to align Vehicle Design, Interaction Design, Service Design, Brand Strategy, and Communications around a central creative concept.