What does luxury mean in today’s context? Is luxury still restricted to the elite? How are the consumers redefining luxury with the growing global exposure? This session at WADe Asia 2017 aimed to answer to some of these questions was chaired by award-winning communicator, author of the book ‘Decoding Luxe’, Mahul Brahma with esteem panelists Dr. Sheetal Jain, Founder, Luxe Analytics, celebrated Interior Designer Manjeet Bhullar, Anhad Bhullar, Brand Strategist at Manjeet Bullar Design, and Ar. Bobby Mukherji of Bobby Mukherji & Associates, Mumbai.
Mahul sets the tone for the discussion with an extract from his book ‘Decoding Luxe’, on the grandeur and luxurious taste of the Maharajas. “20% of Rolls Royce’s global sale was from India in the 1920s. In 1926, the Maharaja of Patiala commissioned Cartier to remodel his crown jewels which included a 234 carat De Beers diamond, the result was a breathtaking Patiala Necklace weighing 962.25 carats with 2913 diamonds. In 1928, Maharaja of J&K placed orders for custom-made 30 trunks from a so-called luggage maker called Louis Vuitton. There was certain Nizam who procured 1500 Davidsons for postmen who delivered his letters.” This was the state of luxury back then. So how has the scenario changed today?
Before getting indulged in the engaging arguments and comments from the very interesting discussion, please take a moment to know about the latest WADe Asia event, which will be a two-day event on 31st August and 1st September 2018 at Pullman, Aerocity in New Delhi. We encourage you to Register for WADe ASIA 2018 for a free ticket now. There will be a gathering of some of the best designers from India and neighbouring countries, and much more.
As per Bobby Mukherji, a lot has changed especially, the mindset and taste of the new rich clan of India. People love to go on vacation outside India, getting a glimpse of international lifestyle and they realize that though they have all the riches, their lifestyle does not remotely match that experience. He says, people today are asking for the best lifestyle and luxury even in remote corners of the country. Citing an example he shares, how palatial homes of costing over 100 crores are being built in remote rural settings with architects from Belgium, Italy and US working on it. He once designed a house where the aircraft would land inside the house, so that housemates could go to Bangalore for their grocery shopping. He said, he had to cater to that and give them a lifestyle inside the house which created their own little microcosm. The moment they step out of their gates, it’s probably very rural but inside they have all the earthly comforts.
As for young architects and designers who want to work in this segment, Bobby feels its important for them to get an exposure at an early age through travels around the world as we gear up to cater to more and more demands of International standards of luxury. Bobby further says “it’s not about money it’s about creating that right international setting that they want that they have experienced.”
Marketers must understand the psyche of the New-age Luxury buyer, says Sheetal Jain...
Read the complete article here...http://www.wadeasia.com/redefining-luxury-with-growing-global-exposure-how-do-customers-perceive-luxury/
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