Bugatti design director on form follows performance

The Chiron is the most powerful, the fastest and most exclusive car built by Bugatti. This hypercar has succeeded the Veyron as the luxury marque’s sole model. Only 500 are made, and retails at over £2m. It may be a hugely indulgent and exclusive car, yet the Chiron remains an inspired example of industrial design – pure and uncluttered, and staying true to Bugatti’s design ethos ‘form follows performance’. Ettore Bugatti, the... Read More

Nautical design: Defining luxury in motion

Massimo edonismo. Maximum hedonism is how the former Ferrari chairman Luca di Montezemolo famously described the marque. Yet, the concept of luxury has been evolving for some time away from this perhaps crude description to include a much more complex set of values such as time, authenticity, privacy, serenity, sustainability – even, it seems, amongst the über wealthy superyacht community. Ideas of luxury and contemporary design informed a... Read More

What is luxury? BMW chief designer discusses

The concept of luxury has evolved to include a much more complex set of values. Time, authenticity, legacy, access, resource, journey, skills and memory – these are just some of the concepts joining the more classic terms associated with luxury. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what will define true luxury? In the third of our interviews with some of the leading creatives,... Read More

What is luxury? Rolls-Royce design director discusses

The concept of luxury has evolved to include a much more complex set of values. Time, authenticity, legacy, access, resource, journey, skills and memory – these are just some of the concepts joining the more classic terms associated with luxury. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what will define true luxury? In the fourth of our interviews with some of the leading creatives,... Read More

Reclaiming the word luxury

I’m often asked to consult for luxury brands, to consider what is luxury now and in the future, and how to communicate this effectively editorially and otherwise. This came to mind whilst watching Boyhood the other night. Not being my first screening, I was able to reflect on it in peace. For anyone who hasn’t seen this film, Boyhood is a coming-of-age movie shot in real time – the director Richard Linklater gathered the same cast... Read More

What is luxury? Mercedes-Benz design director discusses

The concept of luxury has evolved to include a much more complex set of values. Time, authenticity, legacy, access, resource, journey, skills and memory – these are just some of the concepts joining the more classic terms associated with luxury. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what will define true luxury? In the fifth of our interviews with some of the leading creatives,... Read More

What is luxury? Jaguar design director discusses

The idea of luxury has evolved to include a much more complex set of values. Time, authenticity, legacy, access, resource, journey, skills and memory – these are just some of the concepts joining the more classic terms associated with luxury. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what will define true luxury? In the second of our interviews with some of the leading creatives,... Read More

What is luxury? Bentley design director discusses

The concept of luxury has evolved to include a much more complex set of values. Time, authenticity, legacy, access, resource, journey, skills and memory – these are just some of the concepts joining the more classic terms associated with luxury. And going forward, when the car becomes essentially a high-tech gadget in the age of autonomous driving, what will define true luxury? In the first of our interviews with some of the leading creatives,... Read More

Rolls-Royce expresses modern luxury with Dawn

The idea of luxury has evolved to be something quite complex. The word is being overused, often misused, and is in danger of losing its power and prestige, forcing its custodians to explore luxury further and within the context of contemporary life. A recent exhibition What is Luxury?, set out to speculate on the concept for future generations, in the process adding such words as authenticity, legacy, access, resource, journey, skill, and memory... Read More