The LUXE Report 2025 - Report - Page 4
BEYOND THE GLITZ:
REIMAGINING
LUXURY IN AN
EVOLVING WORLD
rand strategist Markus Kramer (Partner, Brand A昀昀airs and author
of The Guiding Purpose Strategy) presented a thought-provoking
keynote at micebook LUXE, inspiring the audience to look beyond the
glitz and price tags of luxury.
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Delivered in partnership with Speakers Corner, the session explored
the deeper values driving today’s luxury market, and how event
professionals can use them to design more meaningful and motivating
moments.
Here are his 昀椀ve principles for the future of luxury experiences.
1. Luxury Is About Emotion, Not Excess
Referencing Coco Chanel’s line that “luxury is the opposite of vulgarity,”
Kramer reminded the audience that true luxury isn’t about money or
display, but emotion, meaning, and taste.
“Luxury isn’t just about having more. It’s sparking an emotion and
making people feel better. It’s about appreciation of what goes into
crafting goods or experiences, not just showing off,” he said.
The most powerful luxury experiences often come from small but
deeply considered details – the moment of awe, surprise,
or connection that moves people and stays with them.
Kramer stressed that these emotional connections are what drive
loyalty, not simply the size of the budget. The implication for event
professionals is to focus on curating meaning, not just delivering more.
“Luxury isn’t just about
having more. It’s sparking
an emotion and making
people feel better. It’s
about appreciation of
what goes into crafting
goods or experiences,
not just showing off.”
