Stories, ideas, and moments that inspired me—across luxury and beyond.
Editor’s Note
If last week was about legacy, this week is about imagination. Luxury continues to stretch its boundaries; not to be louder, but to be more thoughtful, more theatrical, and more intentional. What stood out to me is how experiences are being crafted not just to impress, but to immerse.
From Dior’s satirical spin on the handbag campaign, to Maserati turning car customisation into fine art, to a Michelin-level dining performance in Brooklyn that reads like a Murakami novel; everything seems to say: luxury is not a category, it’s a stage. One where craft, narrative, and emotion converge.
Here’s what sparked curiosity this week.. – Maurice Ajanaku
Curated Highlights
🛏️ Raffles Hotels to Open an Enchanted Resort on Lake Como in 2027
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🚣♀️ Soho House Partners with Hydrow to Bring Rowing to Its Fitness Clubs
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Original Articles by Maurice Ajanaku
📘 The Hidden Power of Ritual in Luxury: How to Make Your Brand Unforgettable
Luxury rituals aren’t just gestures, they’re emotional anchors. This article explores how brands can use ritual to deepen resonance and create lasting memories.
Read the full article →
🍦 Branded Ice Cream and the Art of Emotional Luxury
Not everything needs to be serious to be memorable. Sometimes it’s the playful, sensory moments — like branded ice cream — that stick with us the longest.
Read the post →
In Focus
Alinea Comes to New York, at Last
Chicago’s iconic Alinea brings its immersive, theatrical dining experience to Brooklyn. From edible poetry to hot-dog vapor and Murakami-inspired storytelling, the pop-up is as much a performance as it is a meal.
Why it matters:
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Blurs the line between cuisine, installation art, and theatre
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Reimagines fine dining as a narrative, not just a menu
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Proves that emotional design can be edible
Dior and Rosamund Pike Turn Infomercials into High Fashion
Rosamund Pike stars in a satirical infomercial for Dior’s D-Journey bag, blending humour, glamour, and utility in a campaign that’s as memorable as it is meticulously styled.
Why it’s exciting:
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Luxury storytelling gets a clever, self-aware twist
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Elevates function-focused fashion with levity and flair
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Makes marketing itself a collectible moment
Decant Group Makes Spirits Collecting Seamless
Decant is transforming the spirits industry with a premium digital platform, in-person tasting lounges, and a concierge-style retail experience for collectors and curious drinkers alike.
Why it’s important:
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Reimagines the drinks world with clarity, curation, and tech
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Combines connoisseurship with user-friendly design
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Makes rare spirits feel less intimidating and more engaging
Nendo and Arep Reinvent France’s TGV with Fluid Design
Designers Nendo and Arep unveil a reimagined high-speed train for France with fluid, water-inspired forms, from aerodynamic nose to cocoon-like seating and bi-level dining.
Why it stands out:
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Merges national identity with emotive design
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Turns industrial travel into a serene, sensory experience
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Blends functionality with poetic minimalism
Maserati Opens Its Doors to Bespoke Dreams
At its Modena HQ, Maserati launches the Officine Fuoriserie, a fully tailored car customisation program where every element, down to the livery, reflects individual vision and legacy.
Why it’s a game-changer:
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Makes car customisation as artistic as fashion couture
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Blends technology with heritage craftsmanship
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Deepens the emotional bond between maker and driver
Final Thought
This week’s stories, from trains and tailored Maseratis to surrealist dinners, show us something essential: luxury is becoming more narrative, more sensory, and more surprising. It’s not about more stuff. It’s about more story.
Ritual, immersion, and emotional detail are no longer just tools, they’re the very fabric of meaningful brand experiences.
If this resonated with you, I share weekly insights on the evolving luxury landscape over on LinkedIn. Let’s connect.
