From Product to Presence: The Rise of Experiential Luxury

Luxury is shifting from status to soul where memories matter more than things.

From Possession to Participation: A New Definition of Luxury

What if luxury no longer meant owning the rarest item but being part of something unforgettable? In the last decade, the essence of luxury has undergone a radical shift. Once defined by high-end goods and exclusivity, luxury was traditionally about the unattainable. But as economies evolve and consumer values pivot, a new definition is emerging, one rooted not in possession but in experience. Today, luxury is increasingly seen as “the memorable joy we achieve through unforgettable moments.” Consumers are no longer satisfied with material abundance; they crave meaning, connection, and story. To keep up, brands must go beyond traditional marketing and start crafting emotional journeys. So how can businesses meet this new demand for memory making? And how can even the most established luxury brands redefine their identity through shared lived experiences?

The Emotional Core of Modern Marketing

In marketing, thinking outside the box is one of the many well known techniques brands use to stand out in the market. When a brand is marketing a product, it is positioning the product meticulously to capture the attention of the consumer. The emotional resonation that can be created through the marketing of the product can affect the sale immensely. At its core, the presented value of the product and how it aligns with the desires of the customer are the cornerstones of marketing.

Louis Vuitton x Yayoi Kusama exhibition, London, 2023. Photography by Adrien Dirand.

Experiences Over Objects: What Consumers Really Want

A study by Momentum Worldwide has found that 76 percent of consumers internationally prefer spending on experiences. This is where workshops come in. Rather than dull activities, workshops are recognized to be interactive, immersive, and transformative. Luxury brands are shifting from showcasing products to inviting customers into the making process. For consumers, the value does not lie in owning the item but in being part of its journey.

Workshops as Memory-Making Machines

Workshops are emotionally charged and often shared with loved ones. Scientific research is backing up the positive psychological effects of workshops. Interactive workshops tend to be more memorable than advertisements because they stimulate multiple aspects of a consumer's memory. They are sensorial and emotional. In other words, they are social experiences that allow consumers to resonate positive emotions with the overall experience and the brand itself. For the consumer, these experiences foster a story value that is worth experiencing, sharing, and remembering throughout their daily lives. In conclusion, experiences are one of the most effective marketing strategies for brands to embed their unique propositions in consumers’ minds.

Exclusivity Reimagined: Time and Memory as the New Status Symbols

Workshops are not only about emotional and psychological connections but also about exclusivity. Three time Pulitzer Prize winner Thomas L. Friedman says “The World is Flat.” In his bold claim, he refers to the global market where people can buy anything from anywhere, and anyone can become a buyer. In a world where everything is within reach, memories and time have become the real luxury. A private culinary workshop with a world class chef? Now that is more exclusive than a Birkin. To that end, unforgettable experiences are the new status symbols. Workshops blend creativity, affinity, and cultural cachets, giving consumers something to chat about, post about, and reminisce.

Case Study: Loewe and Studio Ghibli’s Crafted Dreamworld

One of the most exclusive and creative examples of this mega-trend is Loewe’s mega exhibition in Tokyo. Loewe has partnered up with the beloved Japanese animation house Studio Ghibli, handcrafting premium pieces of fashion.

Loewe x Spirited Away capsule campaign.  Photography by Juergen Teller

The brand has stepped up its game in marketing by showcasing a prestigious exhibition that is far from the traditional understanding of marketing, combining interactive art experiences and futuristic digital components. Visitors can move through immersive rooms inspired by the Ghibli universe, touching, feeling, and even crafting pieces that are tied to Loewe’s partnership with Studio Ghibli. This experience is about emotions, nostalgia, and childlike wonder rather than the products, allowing customers to resonate with the brand and capturing the spirit of a luxurious narrative. With this unique exhibition, Loewe is allowing customers to experience its soul.

Unexpected Dialogues. Image courtesy of Loewe Japan.

Luxury in Motion: Culinary Storytelling with Four Seasons

Another spectacular experience is presented by Four Seasons Hong Kong. Four Seasons presents an unforgettable culinary immersion featuring the renowned Michelin starred chef Chan Yan Tak. This unforgettable experience is exclusive to Four Seasons Elite guests and ensures an exclusive personalized experience through Hong Kong’s rich culinary culture. Providing a unique perspective into the traditional techniques, this exclusive workshop is carefully curated. The fusion of creativity and cultural exploration illustrates the evolving luxury hospitality industry. The elite exclusive culinary masterclass and tour stand as an example of the shift in luxury brand marketing, offering memorable journeys through cultural roots.

Chef Chan Yan Tak, Executive Chef of Lung King Heen and the first Chinese chef to earn three Michelin stars. Photo courtesy of Four Seasons Hotel Hong Kong.

The Road Ahead: Craft, Community, and Customization

Predicting the future when it comes to marketing may not be that easy, but by using current trends as indicators, it is possible to forecast that marketing will continue to evolve around craft, community, and customization. Consumers are becoming increasingly conscious of how their product materials are sourced and produced. They are becoming interested in how things are made and the story behind it. Workshops are highlighting this story wonderfully by inviting consumers into creative processes. It is also undeniable that experiences carry more meaning when they are shared. Brands that foster communities through intimate events and sessions are turning customers into storytellers. And finally, diverse experiences create personal brand impressions. Customized workshops and sessions provide uniqueness. Regardless of the industry, brands that focus on emotional stimulation and cultural richness will continue to thrive.