The Economy of Experience
In a world where more and more brands seek to claim their share of the luxury market, the term itself has become a bit worn. Many ask, how do I create a luxury brand? They often come to off-base solutions. True luxury has never been about logos, price tags, or exclusivity alone. It has always been something quieter, more intimate— about how a brand makes you feel, not just what it sells you. Today, the most compelling luxury brands are not those with the flashiest logos but those that craft immersive, emotionally resonant experiences that linger long after the initial interaction.
The shift from product-driven to experience-driven luxury is more than a trend—it is a movement. According to a McKinsey report, nearly 80% of ultra-high-worth individuals (UHNWIs) desire to shift their spending from luxury goods to luxury experiences, such as travel, wellness, and unique cultural engagements. This reflects a broader market sentiment where consumers increasingly value time and memory over materialism (McKinsey).
Case Study No.1 | Hermès
For the leaders not operating directly in hospitality spaces, there is still an opportunity to satisfy this call from the market. Crafting delightful shopping experiences evolves your product into a souvenir of a joyful moment. Building intentionality into your service delivery can make a professional to-do into a highlight of the day for your clients. As a case study, Hermès has perfected the art of scarcity and exclusivity. By gamifying the shopping experience, the most affluent buyers are brought through a journey of relationship-building with the brand. When offered the Birkin bag, they can wear it with pride, signalling to a select community of fans and appreciators their knowledge of the story of craftsmanship, legacy, and quiet luxury. They have made their product a symbol of belonging to an inner circle that values substance over spectacle. Hermès’ strategy of investing in craftsmanship, shopping experience, and heritage, rather than overt advertising, has contributed to a 15% increase in brand value, according to Bain & Company’s Luxury Market Study. This is not without its controversy, but they understand well an infamous pillar of brand strategy: if you are trying to speak to everyone, you are speaking to no one.
Case Study No.2 | Aman Resorts
In the hospitality sector, we see this theory illustrate itself overtly. Aman Resorts takes experience to new heights by offering more than just a place to stay. Each property is a sanctuary, where every detail — from architecture to service — is designed to offer tranquillity, escape, and rejuvenation. Aman’s approach has led to an average occupancy rate of over 80% in its properties, even during market downturns, underscoring the brand's ability to create lasting emotional connections (Town&Country).
At Atelier Oluwatosin, we believe that true luxury is about creating moments that make people feel something extraordinary. Whether through brand strategy, spatial design, or experiential storytelling, our goal is always to craft environments and identities that resonate on an emotional level.
We draw on the philosophy of Gesamtkunstwerk—the idea of a ‘total work of art.’ It’s a holistic approach where strategy, storytelling, and design work in concert. We’re not just creating spaces or branding elements; we’re building entire worlds. For us, it’s never just about what something looks like—it’s about how it feels to step into it, touch it, and be surrounded by it.
In our work, whether in retail or hospitality, we focus on the ‘invisible threads’—the subtle details that make a brand experience linger. It’s in the way natural light plays across a space, the scent that greets you as you walk through the door, the textures that invite you to reach out and touch. It's about the moment of surprise when you scroll through a website to be met by an elegant and playful animation, the satisfaction of a beautifully clean logo design, and the delight of leafing through an impeccably spec'd print catalogue. These details might seem small, but they are the very things that transform a good experience into an unforgettable one.
As the luxury market evolves, brands that lean into experience will find themselves ahead of the curve. According to Deloitte, 60% of luxury consumers say they are more likely to purchase from a brand that offers personalized experiences. It’s not just about responding to trends—it’s about understanding that the world has shifted. People are no longer looking to invest in things but in moments, stories, and experiences that enrich their lives.
The challenge for luxury brands today is to move beyond logos and into the realm of experience. To create spaces, moments, and narratives that feel like an invitation, not just a transaction. Because at the end of the day, true luxury makes you feel. And those feelings? They’re what build lasting loyalty, deep connections, and a brand legacy that stands the test of time.
We are Atelier Oluwatosin, a studio of interdisciplinary strategists and designers committed to creating bespoke and timeless experiences for sophisticated brands. We invite you to peruse our site, enjoy the works in our portfolio, and see if anything from our shop interests you. If you have any thoughts, questions, or curiosities, contact us at atelier@oluwatosin.net. We’d love to hear from you.
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