A reminder as to why brands are favouring a chance to demonstrate values over old-school flash.
When it comes to materials, luxury has traditionally leant towards the shiny or the ostentatious when wanting to demonstrate high value. You do not have to look that far back to see a link between the way that luxury brands presented themselves and how very wealthy people decorated the insides of their homes.
Gold detailing, rich colours, and gloss surfaces for a long time maintained their place as the default options when looking to make a high-end statement. If you cannot afford to do it then stay away, but if you can then go all the way.
Luxury interiors have seen the same transition as the shift in fashion that has meant that we are more often able to lean away from our traditional black gloss stilettos and derbys and towards an incredibly well made pair of trainers.
No one will consider it to be a groundbreaking realisation that brands are moving away from these traditional finishes, but when defining your palette it is important to ask, do we really understand why?
A brand becomes more able to leverage the opportunity to communicate with a customer who is seeking depth and integrity from their relationships. It becomes possible to turn what could easily become a throwaway statement and turn it into something that is genuinely considered, unique and on brand.
In an era when being drawn to something shiny is surrounded by a sense of shallowness, what are luxury consumers looking for today?
Allow your material selection to support in demonstrating your brand values and you replace a surface level attraction that leads to a moments notice with an opportunity to create a strong and emotional bond.
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