From cloaked gems to abrupt harmonies, a new wave of hedonism is dictating the dialogue of the luxury world.
Whilst neo-hedonism, centred around a conscious and sustainable approach to indulgence, has been savouring its moment for some time now, consumers are embracing a heightened sense of appreciation when it comes to the finer things. By no means a fleeting fad, this mentality welcomes a fortified openness to innovative movements in the world of luxury, applauding brands who are elevating their voice through purposeful affairs that enrich their audience’s lives.
Diving into the fusion of travel and gastronomy, the UK’s Miami-influenced THE NICI is solely one example of channelled escapism through design, ambience and fare, with the sought-after resort brand’s launch of Old Harry Rocks — a catalyst in the hotel’s evolution as a prominent force in the region’s hospitality landscape. The property embraces a welcome dose of US kitsch whilst championing the UK coastline, honouring a sense of place.
Pivoting to the world of wellness, enchanting haven and former hunting lodge, The Barnsdale, is unveiling its new Signet Spa this summer. A rural escape on the edge of Rutland Water — equipped with a GAIA treatment menu and Twilight Spa offering — the new oasis revolves around rustic countryside charm; one of the copious bonne bouches from The Signet Collection, where gastronomy sits at the heart of the destinations.
Galloping into the design realm, alongside a peppering of niche coveted labels marking their territories — such as the wacky Wavey Casa by daring dynamo Darcy Lettman, cool girl homeware brand CasaCarta by Misty Minton (also founder of boardgame empire Maison Games), and interiors aesthete Maya Salfati injecting her Christies and fashion houses background — megabrands including French crystal kingdom Lalique are raising the bar on industry alliance. Lalique boasts made-to-measure interior projects including Maybourne Beverly Hills, DANIEL Restaurant in New York, Four Seasons’ Le George and Suite Lalique by Patrick Hellmann in Paris’ Prince de Galles — the latter created to mark its 90th anniversary; a homage to French Art Deco, adorned with custom-made gems.
Meanwhile, the distinguished marque is at the heart of Michelin-starred The Glenturret Lalique Restaurant, is set to launch a hotel in the heart of Zürich, and is housed in historic London landmark Burlington Arcade — which itself has been making current advances in recent months through experiential activations and bespoke partnerships with both established and emerging figures including contemporary oil painter, Kit Lintin.
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As for fashion fusion, the jewels of our world have long been applauded for branded patisseries and launching late night haunts — appealing to fresher generations who cherish experiential treasures over ‘things’ — whilst smaller-scale yet highly respected labels including millinery empress Victoria Grant, eco-driven designer Freya Simonne, Spanish playful pioneer Celia Bernardo, and footwear visionary Freya Rose, are disregarding the box through collaborations that amplify their brand voice into a new stratosphere. Take the latter, whose Fashion Week partnership with couture house Millia London ricocheted amongst the London coterie.
That leaves us to question… When is a poodle parlour going to appear at Fritz Lauterbad — where urban soul meets La Forêt Noire — and is Dallas-founded Miron Crosby conspiring to partner with a delectable fragrance maison anytime soon?
Text: Eleanor Taylor-Roberts
