to play video, enter password: newnext

rolls-royce

future luxe

Redefining pinnacle luxury with a progressive vision for the future

THE LUXURY MARKET HAS BEEN SLOW-MOVING AND RESISTANT TO CHANGE, BUT TREMORS ARE DESTABILIZING THE BLEEDING EDGES OF LUXURY LIFESTYLES, AESTHETICS, AND EXPECTATIONS.

SCOPE OF WORK

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

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

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

PROJECT ACTIVITIES

  • Global culture immersion

  • Expert interviews

  • Concept framing / strategy development

  • Concept film production

KEY INSIGHT

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

TRADITIONAL LUXURY is conservative and formal, with a refined sensibility and an emphasis on the past.
It embraces Heritage, Craft, and Exclusivity.

FUTURE LUXE is porous and progressive, with an open, casual sensibility and an emphasis on the future. It is a forward-looking take on the elements of traditional luxury, which each evolve into something freshly compelling:

  1. HERITAGE becomes INVENTION
    Traditional Luxury builds on heritage.
    Future Luxe looks to the future with a taste for invention, embracing curiosity and disruption. Tomorrow’s Luxury means optimizing things on their own terms, without compromise or limitation.

  2. CRAFT becomes EXPERIMENTATION
    Flawless craftsmanship will always be at the core of luxury.
    But today’s Future Luxe designers are more likely to create value by adding a new dimension of experimentation, remixing and boundary-pushing. 

  3. PERFORMANCE becomes CHALLENGE
    Traditional Luxury delivers performance externally: through exceptional engineering or flawless experiences.
    Future Luxe consumers are more interested in internal performance: they crave being challenged and are in constant pursuit of learning and growth.

  4. EXCLUSIVITY becomes INTIMACY
    Exclusivity builds an intimate connection between the consumer and the brand. Traditional Luxury is about class distinction.
    Future Luxe exclusivity is more about the intimacy of connecting consumers directly to creators.

creative concept

Digital Chauffeurs will eventually become ubiquitous, requiring new levels of differentiation for ultimate luxury.

The new Rolls-Royce pinnacle concept brings TRANSFORMATIONAL LUXURY , wherein the interior space of the vehicle elevates the occupants through a multi-dimensional experience that is spatial, material, digital, and cultural.