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Maurice Ajanaku

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  • 3 min

Sunday Curation #7

🏠 Raffles Hotels will open a resort on Lake Como in 2027. Soho House partners with Hydrow, offering rowing at its fitness clubs. Maurice Ajanaku discusses the power of luxury rituals and branded ice cream's emotional impact. Chicago's Alinea pop-up in Brooklyn blurs lines between cuisine, art, and theater. Dior's satirical campaign with Rosamund Pike redefines luxury storytelling. Decant Group offers a digital platform and tasting lounges for spirit collectors. Nendo and Arep's design for France's TGV merges national identity with emotive design. Maserati's Officine Fuoriserie program provides bespoke car customization in Modena. Luxury is shifting toward narrative, sensory experiences, and emotional detail.
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  • 5 min

The Hidden Power of Ritual in Luxury: How to Make Your Brand Unforgettable

💎 In the luxury industry, experiences and rituals elevate products to become emotional and heritage items. Brands like Goyard, Apple, Hermès, Patek Philippe, AMOUAGE, Louis Vuitton, Berluti, and Shiseido have mastered creating moments that deepen emotional engagement and brand identity. Rituals turn transactions into ceremonious events, encouraging long-term loyalty and making the experience itself the true luxury product. The author emphasizes the importance of choreographed experiences in transforming beautiful objects into sacred possessions.
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  • 1 min

Maurice Ajanaku on LinkedIn: #luxurystrategy #exclusivity #scarcityinluxury #luxurybranding #hermès…

💎 Luxury brands utilize scarcity as a strategy to fuel desirability and perceived value, turning customers into collectors. True rarity includes Domaine de la Romanée Conti wines and Patek Philippe's Grand Complications. Controlled scarcity is seen with brands like Ferrari and Hermès limiting supply. Perceived scarcity includes Nike’s sneaker drops and retired luxury designs. The balance between exclusivity and accessibility is key to a luxury brand’s strength.
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  • 3 min

The Evolution of Exclusivity: How Luxury Brands Are Redefining Access

🎭 Luxury's new exclusivity focuses on experiences over material ownership. Sotheby’s Paris now offers art, fine dining, and community-driven experiences. Luxury brands like Louis Vuitton, Gucci, and Dior provide invitation-only events and private collections. Hermès, Ferrari, and Patek Philippe control product access to maintain desirability. Matrone Champagne will be exclusive to 100 top restaurants. Memberships like Cartier’s High Jewellery Collectors Club and Forbes House Madrid symbolize the shift towards curated access and belonging.
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