From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of July…

The Event: Wimbledon

The pinnacle of summer sport returns from Monday, 30 June to Sunday, 13 July 2025 at the All England Lawn Tennis & Croquet Club. Expect top-tier tennis, quintessential British fashion (hello, strawberries & cream) and the famed on-court Debenture hospitality. Whether securing Centre Court seats or enjoying a Pavilion Box experience, Wimbledon remains the ultimate summer social must-do.

30 June – 13 July, All England Lawn Tennis & Croquet Club

The Exhibition: Buckingham Palace State Rooms

From 10 July to 28 September 2025, the famed State Rooms at Buckingham Palace open once again for public viewing. It’s a rare opportunity to step inside the ceremonial heart of the British monarchy – 19 rooms used for official occasions and royal receptions, each adorned with priceless art from the Royal Collection, including works by Rembrandt, Rubens and Vermeer. Visitors can wander through the White Drawing Room, the Throne Room and the Ballroom, where state banquets take place under glittering chandeliers. This year’s summer opening also includes access to the Palace Gardens, a tranquil escape featuring more than 350 types of wildflowers. An unforgettable glimpse behind the gilded curtain of royal life.

10 July – 28 September, Buckingham Palace 

The Restaurant:  Soleil by Claude, Belgravia

New for summer, Soleil by Claude uplifts The Peninsula London terrace in Belgravia. Open 2 July – 31 August 2025, this Mediterranean-inspired rooftop destination celebrates laid‑back charm with dishes like Polpo Carpaccio, seafood platters, seven‑hour braised lamb shoulder and salt‑crust sea bass. Expect golden‑hour Spritz, weekend DJs, pétanque and sweeping skyline views – a perfect July dining escape.

Opening 2 July 2025

The Pop-Up: Aurélien at Selfridges – “Quiet Luxury” Footwear

Opening in July and running through August, Aurélien’s Selfridges pop-up introduces refined Mediterranean-style yacht loafers, knit sneakers and premium suede styles. Known for strong craftsmanship and minimalist elegance, the brand’s limited-edition “quiet luxury” pieces make for exclusive summer wardrobe additions.

July – August, Selfridges, Oxford Street, London

The Collection: Lewis Hamilton × Dior – Afrofuturism Capsule

Launching 3 July 2025, Formula 1 icon Lewis Hamilton joins forces with Dior Men’s artistic director Kim Jones for a groundbreaking capsule collection titled Afrofuturism. This limited-edition line blends high fashion, cultural heritage and progressive design through the lens of African futurism. Featuring tailored leopard-print tweed shorts, deconstructed hooded jackets, sculptural blazers, velvet boots and embossed monogram bucket hats, the collection redefines the future of luxury menswear. 

Launching 3 July 2025

Wimbledon, the world’s oldest tennis tournament, has long been synonymous with tradition, elegance, and exclusivity. In recent years, it has also become a focal point for luxury brands seeking to align themselves with its esteemed heritage and global appeal.

Elevated Hospitality Experiences

Wimbledon’s commitment to luxury extends beyond fashion. The 2024 Championships saw the revival of the legendary London restaurant Le Gavroche at The Lawn, an exclusive hospitality venue. Head chef Michel Roux Jr. curated a menu for guests, with packages reaching up to £6,400 for a day, including Centre Court tickets. This move reflects a broader trend of offering premium experiences to individual patrons seeking exclusivity.

Strategic Brand Partnerships

Luxury brands have strategically partnered with Wimbledon to enhance their visibility. Harper’s Bazaar UK collaborated with Range Rover, the official partner of The Championships, to host an exclusive event during the Ladies’ Singles Final, attracting celebrities from various industries. Such partnerships allow brands to engage with a discerning audience in a prestigious setting.

Reaching New Audiences

Recognising the importance of engaging younger demographics, Wimbledon has embraced digital innovation. The tournament launched its first esports competition, “eChamps,” and collaborated with influencers to promote merchandise and increase social media engagement. These initiatives aim to broaden Wimbledon’s appeal beyond traditional tennis fans.
Wimbledon’s fusion of tradition and innovation has solidified its status as a premier platform for luxury brands. By intertwining the elegance of tennis with high-end fashion, gourmet experiences, and strategic partnerships, the tournament continues to captivate audiences and offer unparalleled opportunities for luxury marketing.

Sources: 

Vogue Business: Game, set, match: Why luxury loves tennis, July 13, 2023
The Guardian: Jannik Sinner’s Gucci Deal Leads Wimbledon Fashion Revolution, July 9, 2023
FashionBI: Wimbledon And Its Fashion, August 31, 2023
Financial Times: Wimbledon serves up luxury hospitality deal with Le Gavroche revival, June 28, 2024
Hearst: Harper’s Bazaar UK partners with Range Rover, the official partner of The Championships, Wimbledon, to deliver multi-platform campaign, July 15, 2024
The Guardian: Wimbledon reaches out to esports aces with video game tennis tournament, July 11, 2024
Khurlapov: Wimbledon 2024: Best Brand Activations and Sports Marketing Trends, July 23, 2024

How the Great Wealth Transfer Will Accelerate the Longevity Economy

Luxury is shifting. Once rooted in possessions, it now resides in presence, performance and the promise of more time. In an era where wealth is increasingly viewed through the lens of healthspan rather than net worth, the global longevity market is poised for exponential transformation.

At LMH, we believe one of the most powerful forces shaping this transformation is already underway: the Great Wealth Transfer. Over the next two decades, trillions in private capital will change hands between generations. Alongside it comes a fundamental redefinition of how the ultra-wealthy think about health, ageing and investment.

A New Kind of Legacy

By 2045, an estimated $84 trillion in the US alone will pass from Boomers and the Silent Generation to Gen X and Millennials. In the UK, that figure is forecast to reach £5.5 trillion. But this is not just a financial transition. It is a shift in values.

The next generation of wealth holders is already signalling a departure from the reactive, symptom-led healthcare of their predecessors. Instead, they are proactively investing in personalised, preventative and scientifically advanced protocols, from genomic screening to cellular regeneration, hyper-personalised nutrition to functional biohacking.

For these individuals, longevity is not only about living longer, but about living better. And that makes it one of the most culturally powerful expressions of modern luxury.

Generational Drivers: Understanding the Evolving Health Consumer

Baby Boomers
Currently the dominant force in health and wellness spending, Boomers are increasingly focused on ‘active ageing’: supporting mobility, independence and energy into later life. Their scale ensures continued demand for premium care, diagnostics and therapeutic services.

Gen X
Often overlooked, Gen X is emerging as a pivotal bridge generation. Balancing elder care, teenage children and demanding careers, they are early adopters of personalised medicine and diagnostic-led solutions, motivated by both productivity and quality of life.

Millennials and Gen Z
Wellness natives who treat health as a daily practice. These generations are leading investment in functional nutrition, mental performance, epigenetics and data-led optimisation. For them, health is a capital asset – and they are prepared to invest.

From Healthspan to High-Performance Living

Longevity is becoming the new concierge category. Clinics are evolving into lifelong performance partners. Travel is shifting towards health optimisation. Homes are designed with wellness embedded at a molecular level.

We are seeing the integration of longevity principles across all luxury sectors, from residential design and private healthcare to nutrition, fashion and hospitality. A new era of investment is emerging – one where purpose, performance and precision take priority.

Branding in the Longevity Economy

For brands operating in this space, success depends on clarity and positioning.

Heritage brands must innovate without compromising trust. Their strength lies in discretion, relationships and authority. Their challenge is to integrate next-generation science with existing prestige.

Emerging brands, often born from biotech or wellness-tech, must build credibility fast. They thrive on agility and innovation, but must connect with a high-value audience who seek results and emotional resonance in equal measure.

Time Is the True Luxury

As longevity becomes the defining expression of ultra-luxury, brands that understand the value of time – how to preserve it, extend it and elevate it – will lead.

The future is not about living forever. It is about living extraordinarily well, for longer.
And that is a story worth telling.

From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of June…

The Event: Royal Ascot  

Step into high society at Royal Ascot, the most prestigious event in the British summer social calendar. Running from 17 to 21 June, this world-famous racing festival combines elite sport with quintessential elegance. Expect thrilling races, exquisite fashion and exceptional hospitality –  from Champagne picnics on the lawn to fine dining in the Queen Anne Enclosure. Whether you’re there for the pageantry or the paddock, Royal Ascot remains a timeless celebration of British heritage and luxury.

17-21 June, Ascot Racecourse, Berkshire

The Exhibition: Yoko Ono: Music of the Mind at Tate Modern

Explore the revolutionary spirit of Yoko Ono in this major retrospective at Tate Modern. Spanning over seven decades, Music of the Mind invites visitors into Ono’s radical world of conceptual art, peace activism and participatory performance. Featuring installations, film, photography and archival materials, the exhibition traces her enduring influence across visual culture and avant-garde music. From iconic works like Cut Piece to her collaborations with John Lennon, this is a rare opportunity to engage with one of contemporary art’s most pioneering figures.

Until 1 September, Tate Modern, Bankside, London SE1 9TG

The Restaurant: Noreen, Marylebone

Introducing Noreen, a fresh Middle Eastern culinary experience opening in St. Christopher’s Place, Marylebone, in June 2025. Noreen offers a menu inspired by the rich flavors of the Levant, complemented by innovative cocktails crafted by renowned mixologist Mr. Lyan. Open for lunch and dinner, Noreen promises an authentic yet contemporary dining atmosphere in the heart of London.

Opening June 2025

The Pop-Up: Fashion District Festival 2025

From 3-8 June 2025, East London’s Spitalfields will host the Fashion District Festival, a celebration of sustainable, circular and regenerative fashion. In partnership with SXSW London, the festival features a curated pop-up shop, live fashion performances, and exclusive industry events, spotlighting global pioneers in fashion technology and sustainability.

3-8 June, Spitalfields, East London

The Collection: Loewe x On Running Capsule

Luxury meets performance in the latest collaboration between Spanish fashion house Loewe and Swiss sportswear brand On. Launching this June, the collection fuses On’s technical expertise with Loewe’s design sophistication, offering running shoes, jackets and activewear that blur the lines between fashion and function. Think gradient-dyed Cloudtilt trainers, sleek windbreakers and breathable sets designed for both high performance and high style.

Launching June 2025

From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of May…

The Event: Monaco Grand Prix  

Experience the height of motorsport at the 2025 Formula 1 Grand Prix de Monaco, taking place on the streets of Monte Carlo. Now in its 82nd edition, the Monaco Grand Prix is a cornerstone of the global sporting calendar. From trackside terraces to superyachts moored in the harbour, guests can enjoy premium viewing experiences, luxury hospitality and exclusive race-day access. With its unique mix of racing heritage, refined atmosphere, and international prestige, Monaco offers a Grand Prix weekend like no other.

24-26 May, Monte Carlo Monaco

The Exhibition: The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern

Discover the poetic world of Do Ho Suh: Walk the House. This immersive exhibition marks Suh’s first major solo show in London, bringing together large-scale installations, sculptures, drawings and film. Renowned for his translucent, life-sized fabric recreations of former homes, Suh invites visitors to explore the emotional architecture of memory, identity and migration. Walk through intricately detailed rooms stitched in coloured mesh, experience a traditional Korean hanok rendered in paper and graphite and encounter works that reflect a life lived between cultures. Evocative and deeply personal, Walk the House offers a powerful meditation on what it means to belong, inviting audiences to move through space, memory and self, all under one roof.

1 May-19 October Tate Modern, Bankside, London SE1 9TG

The Restaurant: Josephine Bistro, Marleybone

Looking for a new spot to experience exceptional French cuisine in the heart of Marylebone? Josephine Bistrô & Bar brings a taste of classic Parisian brasserie to the area. Designed to capture the essence of French dining, the restaurant promises a warm and inviting atmosphere with an extensive wine list featuring selections from the Loire Valley and Bordeaux, as well as vintage champagnes. With dishes crafted to transport you straight to France, Josephine is set to become the go-to destination for those seeking a refined yet approachable dining experience. Don’t miss out on this exciting new opening in Marylebone.

Open now, 6-8 Blandford St, London W1U 4AU

The Show: Ballet to Broadway: Wheeldon Works, Royal Opera House

Experience Ballet to Broadway: Wheeldon Works, a new Royal Ballet running from 9 to 27 May at the Royal Opera House. This limited-season showcase features four standout works by acclaimed choreographer Christopher Wheeldon, including Fool’s Paradise, The Two of Us set to Joni Mitchell, and an excerpt from An American in Paris. A dynamic blend of ballet and Broadway, brought to life on London’s most iconic stage.

9-27 May, Royal Opera House 

The Collection: Roksanda x & Other Stories

London-based designer Roksanda has teamed up with fashion and lifestyle retailer & Other Stories for an exclusive capsule collection that brings the designer’s signature sculptural silhouettes and bold colour-blocking to the high street. Launching on May 15, 2025, the collection embodies the effortless elegance of summer, featuring dramatic dresses, voluminous skirts and chic co-ordinates in rich, vibrant hues. Complete with sculptural jewellery, sleek heels and exclusive beauty items, including lip and nail colors, this collaboration offers the perfect elevated day-to-night wardrobe.

Launching 15 May 2025

The UK hotel market has demonstrated remarkable resilience and growth in 2024, with luxury offerings expanding and major portfolio transactions making a strong return. According to Savills, total hotel investment for the year is forecasted to reach £5.8 billion, signaling a return to pre-pandemic activity levels last seen in 2019.

London remains the focal point of this resurgence, with investment volumes soaring by 91% year-on-year, underscoring renewed confidence in the sector. As we look ahead to 2025, several key trends are set to shape the market, from cross-border investment to the continued expansion of alternative hospitality sub-sectors.

Cross-Border Investment Rebounds

International investors are once again turning their attention to the UK hospitality sector. Savills highlights that cross-border buyers accounted for 20% of global commercial real estate transactions in the past year, with European investment levels exceeding 40%. While this remains below the mid-2010s peak of nearly 30%, it reflects the ongoing demand for prime UK assets.

Hotels continue to offer strong relative value and resilience, making them attractive for institutional and private equity investors. Trophy assets and larger portfolios remain particularly appealing to overseas buyers, with long-term value creation opportunities in a maturing market. As risk appetite grows, the sector is expected to see further international capital inflows.

M&A Momentum: Bigger is Better

Mergers and acquisitions within the hospitality industry surged in 2024, a trend set to continue into 2025. This renewed activity is driven by increased liquidity in the debt market, with lenders returning after a period of caution. While capital restrictions persist in isolated cases, non-bank lenders have been quick to capitalize on elevated interest rates and attractive yields.

Several high-profile transactions illustrate the sector’s growing appetite for scale:

• Stepstone and Proprium’s acquisition of the A&O platform
• Edwardian Hotels’ sale to Starwood Capital
• KKR’s £900 million purchase of a Marriott portfolio
• Proprium’s €1.25 billion exit from Motel One

With large assets like Easy Hotels currently on the market for €425 million, industry consolidation is expected to accelerate further. The outlook suggests that scale will continue to be a defining factor in shaping the competitive landscape.

The Rise of Serviced Apartments & Alternative Concepts

One of the fastest-growing sub-sectors in hospitality is serviced apartments and aparthotels, which are proving highly attractive to both investors and travellers. London is on track to become Europe’s largest serviced apartment market by 2028, with a 21% increase in supply projected.

Investor confidence in this space is reflected in Ando Living’s recent acquisition of City Apartments, along with other high-profile deals in key gateway cities. As international arrivals continue to rise, undersupplied markets are set to benefit from strong demand and robust returns.

Office-to-Hotel Conversions: A Growing Trend

Another major shift in the sector is the increasing number of office-to-hotel conversions. Over £400 million worth of office buildings have been repurposed into hotels in 2024 alone, with the trend showing no signs of slowing.

London’s flexible planning policies, particularly in the City of London, have played a key role in encouraging these conversions. A prime example is 68 Lombard Street, a former office building that drew a range of proposals, including serviced apartments, boutique lifestyle hotels, and micro-room concepts. This adaptive reuse model, commonly seen in the US, is helping to revitalize urban spaces while addressing the growing demand for hospitality offerings.

Looking Ahead: A Dynamic and Evolving Market

The UK hotel market enters 2025 with strong fundamentals and sustained international appeal. However, margin protection will be key, particularly in light of evolving economic conditions and operational cost pressures. Hoteliers will need to balance service offerings and staffing models carefully to optimize profitability.

With cross-border investment on the rise, consolidation gaining momentum, and alternative hospitality models flourishing, the sector remains dynamic and full of opportunity. As Savills notes, the ability to adapt to shifting market trends will be crucial in ensuring long-term success in this evolving landscape.

Sources: Savills, 2025

The global luxury market is set to grow at a slower pace, with annual expansion of 2-4 percent between 2025 and 2027. Leather goods and jewellery are expected to lead growth at 4-6 percent annually, while top-spending clients will drive up to 80 percent of market expansion.

After an exceptional period of value creation from 2019 to 2023 – fuelled by soaring demand and strategic price increases – luxury brands are now facing a slowdown. Economic headwinds, particularly in China, and a shifting consumer landscape have created new challenges. Younger clients seek fresh engagement without alienating older buyers and experiential luxury is competing with traditional goods for consumer spending.

However, luxury’s struggles are not purely external. Overexposure and rapid expansion have diluted the industry’s core values of exclusivity, craftsmanship and creativity. Price hikes were not matched by sufficient product innovation, weakening brand desirability. As a result, growth will be more moderate in the coming years, with sector recovery expected by late 2025 or 2026. While emerging markets such as India and the Middle East present opportunities, China and Europe will see single-digit growth and the US remains a relatively strong market.

To navigate this transformation, luxury leaders must take a long-term view rather than relying on short-term fixes. Here are five strategic imperatives for the industry:

North America remains the dominant hub for high-net-worth individuals, seeing a 5.2% rise in HNWIs, reinforcing its leadership position.

1. Conduct a Strategic Reset

• Refocus on core values and high-priority clients to strengthen brand differentiation.
• Leverage synergies within large groups to drive efficiency and growth.

2. Restore Product Excellence

• Invest in iconic, high-quality designs that reinforce brand prestige.
• Strengthen supply chain stability to uphold craftsmanship and exclusivity.

3. Rethink Customer Engagement

• Offer exclusive, meaningful experiences beyond just products.
• Use AI and data to enhance personalisation and client relationships.

4. Bridge the Talent Gap

• Attract and retain top talent across all business functions, not just creative roles.
• Evolve corporate culture and professionalise key operations such as digital, data, and supply chain management.

5. Futureproof the Portfolio

• Assess market opportunities in adjacent categories like hospitality and travel.
• Pursue strategic acquisitions to enhance resilience in a consolidating industry.

The luxury sector is at a turning point. Brands that prioritise craftsmanship, innovation and strategic investments will maintain long-term relevance. Those that fail to evolve risk losing market share and consumer trust for years to come.

Sources: The Business of Fashion

Understanding the Evolution of Global Wealth

In an era where affluence is evolving at an unprecedented pace, understanding the shifting dynamics of global wealth is crucial for luxury brands and businesses. The Knight Frank Wealth Report 2025 offers a deep dive into the behaviours, investments and aspirations of the world’s most affluent individuals – insights that will define the future of luxury.

From the growing influence of next-generation wealth to the enduring power of property and the rise of new wealth hubs, this year’s report uncovers the key forces driving high-net-worth and ultra-high-net-worth individuals. For luxury leaders, these insights provide a roadmap to refine strategies, engage the world’s most discerning clients and stay ahead in an increasingly competitive and conscious luxury landscape.

Global Wealth Expansion: The Rising Number of HNWIs & UHNWIs

HNWIs Surge by 4.4% in 2024

In 2024, the number of individuals with net assets exceeding US$10 million increased by 4.4%, bringing the global total to over 2.3 million people.

North America Leads Global Wealth Growth

North America remains the dominant hub for high-net-worth individuals, seeing a 5.2% rise in HNWIs, reinforcing its leadership position.

U.S. Wealth Dominance: Home to 40% of the World’s Millionaires

The United States continues to lead in wealth accumulation, housing nearly 40% of individuals with net worths of $10 million or more.

• This equates to approximately 905,413 HNWIs, underscoring the country’s significant influence in global wealth distribution.
• The U.S. luxury market remains a key focal point for brands, as affluent Americans continue to invest in property, art and sustainable luxury experiences.

Emerging Markets: Africa’s Future Wealth Potential

While the U.S. leads in wealth growth, Africa is emerging as a future wealth hub. The continent’s young population, natural resources and foreign investments position it for substantial economic expansion.

• Wealth growth in Africa is expected to accelerate over the next decade.
• Luxury brands should monitor investment shifts and rising affluence in key African markets.

Property: A Core Investment for Ultra-Wealthy Individuals

40% of UHNWIs Prioritise Property Investments

Property remains a cornerstone investment for UHNWIs, with 40% viewing property as a long-term asset.

London’s Appeal in 2025

Despite price adjustments in recent years, cities like London continue to attract wealthy investors, offering more value than in previous years.

Next-Generation Wealth: The Shift in Luxury Spending

Younger Affluent Consumers Drive Change

The report highlights the growing influence of younger wealthy individuals on luxury markets.

Key Trends Among Next-Gen Wealth Holders:

Experiential luxury – Travel, wellness and exclusive events are gaining traction over traditional status symbols.

Sustainable investments – Ethical luxury and ESG-focused portfolios are top priorities.

Digital assets – Cryptocurrency, blockchain and NFTs are reshaping asset allocation.

Final Thoughts: What This Means for the Future of Luxury

These insights emphasise the evolving landscape of global wealth and luxury investment. As the world’s affluent individuals reshape their investment strategies, spending habits and values, luxury brands must adapt and innovate to stay relevant.

For those in the luxury industry, understanding these shifts is crucial for tailoring marketing strategies and engaging with HNWIs and UHNWIs effectively.

Explore the full report for deeper insights into the future of luxury investment.

Sources: Knight Frank Wealth Report 2025, SECNewgate, Business Insider

From new pop-up stores to great exhibitions – our LMH Luxe List rounds up what’s on our to-do list in London for the month of March…

The Event: Palm Beach International Boat Show 

Set along the glistening waterfront of downtown West Palm Beach, this premier event returns from the 19-23 March and features over 1,000 breathtaking vessels, including 200+ superyachts and megayachts exceeding 150 feet. New this year, is an exclusive preview day on March 19 granting industry insiders and serious buyers first access to the world’s most coveted yachts. Indulge in the Windward VIP Experience with champagne, gourmet cuisine and private lounges. Explore the Superyacht Show at Palm Harbour and witness cutting-edge water toys in Aquazone. Whether you’re seeking your next yacht, the latest in marine technology, or simply a taste of the Palm Beach yachting lifestyle, this is the event of the season.

19-23 March, 101 South Flagler Drive, West Palm Beach 33401

The Exhibition: The Rise of Painting at The National Gallery 

Step back to the dawn of the Italian Renaissance at the National Gallery’s exclusive exhibition, Siena: The Rise of Painting, 1300–1350 running from 8 March-22 June 2025. This captivating show delves into the creative energy of Siena at the beginning of the 14th century, a pivotal moment in Western art. Experience the brilliance of artists like Duccio di Buoninsegna, Simone Martini and the Lorenzetti brothers, whose masterpieces, such as Duccio’s ‘Maestà’ and Martini’s Orsini Polyptych redefined European painting. The exhibition features gilded glass, illuminated manuscripts, ivory Madonnas, silks, rugs and gold. Celebrating the National Gallery’s 200th anniversary, this rare collection offers a breathtaking journey into the heart of Renaissance creativity.

8 March – 22 June 2025, The National Gallery

The Restaurant: Nina

Looking for the perfect way to celebrate Mother’s Day? Treat your mum to an unforgettable dining experience at Nina, the newest Italian gem in Marylebone, set to open on 15 March 2025, just in time for a special Mother’s Day meal. Brought to you by the team behind Pachamama, Nina offers a refined yet welcoming atmosphere, where you and your mum can indulge in buttery focaccia, fresh crudos and rich sharing pastas, all paired with an exceptional all-Italian wine list. With a refined yet welcoming atmosphere, Nina promises to redefine Mediterranean dining in the heart of Marylebone.

Opening: 15 March 2025, 18 Thayer St, London W1U 3JY

The Pop-Up: Winter Sculpture Park

Discover the Winter Sculpture Park 2025 pop-up, London’s largest free sculpture park, open from 1 March to 22 April at the former Thamesview Golf Centre. Wander through a stunning collection of over 30 contemporary pieces by renowned artists, set in a breathtaking natural landscape. Enjoy immersive artworks by Mariusz Wolny, Liam Scully and Marcus Orlandi, all beautifully integrated into the park’s serene environment. 

1 March – 22 April, Former Thamesmead Golf Course, SE28 8QS

The Collection: Louis Vuitton x Murakami Chapter 2: Cherry Blossoms

Louis Vuitton’s Spring 2025 Chapter Two collection, in collaboration with Takashi Murakami, elevates the cherry blossom motif into a symbol of refined elegance. Featuring over 40 luxury pieces, from Murakami’s floral-adorned bags and accessories to silk Carrés and sneakers, this collection oozes sophistication. Zendaya graces the campaign, encapsulating the effortless chic of the collection. The launch begins online on March 14, followed by a global release on March 21.

Launching 14 March 2025

Blending Tradition and Technology to Future-Proof Luxury Brands

Luxury brands have long relied on exclusivity, reputation and word-of-mouth to drive sales and maintain their elite status. The power of personal recommendations, high-profile networking and PR remains undeniable in the industry. However, as the landscape of luxury evolves and a new generation of affluent consumers emerges, digital strategy can no longer be overlooked. The reluctance of many luxury brands to fully embrace digital platforms, SEO and online advertising risks alienating an increasingly important audience – one that is digitally native, highly engaged and expects a seamless experience both online and offline.

The Shift in Luxury Consumer Behaviour

The next generation of luxury consumers, from Millennials to Gen Z and even Gen Alpha, are redefining how they interact with brands. Unlike their predecessors, who may have relied on personal relationships and in-person experiences, these consumers are immersed in the digital world. They research brands online, engage with content on social media, read reviews and expect high-end experiences to be reflected across all digital touchpoints.

According to recent studies, over 70% of luxury purchases are influenced by digital interactions, whether through brand websites, social media, or online reviews (Bain & Company). Similarly, a McKinsey & Company report highlights that nearly 80% of luxury sales are “digitally influenced,” meaning consumers engage with one or more digital touchpoints during their shopping journey. These findings underscore the significant impact of digital channels on consumer behaviour in the luxury market.

Moreover, while Baby Boomers still hold a significant portion of global wealth, Millennials and Gen Z are becoming increasingly influential. Millennials currently own around 9.4% of total U.S. wealth, a figure that is rapidly growing (Statista). Additionally, the “Great Wealth Transfer” is projected to shift approximately $27 trillion to Millennials and $11 trillion to Gen Z over the coming decades (Merrill Lynch). This emerging wealth reinforces the importance of digital engagement, as these generations are far more likely to interact with luxury brands online before making purchasing decisions.

Why Luxury Brands Hesitate

Many luxury brands remain hesitant to fully invest in digital marketing due to fears of diluting their exclusivity. The belief that social media and digital advertising make a brand too ‘accessible’ or ‘mainstream’ is a concern that persists across the industry. Additionally, luxury businesses often feel that SEO, PPC and website optimisation are unnecessary when they already rely on strong networks and high-value clientele.

However, this approach overlooks a critical factor: luxury today is about experience, storytelling and engagement. Digital platforms provide an opportunity to extend the brand narrative, showcase craftsmanship and engage consumers in a way that traditional advertising simply cannot.

A Modern Approach: The Integrated Marketing Mix

A successful luxury marketing strategy is not about replacing traditional methods – it’s about integration. A well-balanced approach combines the power of word-of-mouth and referrals with digital tools to create a seamless, omnichannel experience that meets the expectations of today’s luxury buyers. Here’s how luxury brands can embrace digital while maintaining their exclusivity:

• Optimised Websites: A luxury brand’s website should reflect its identity – beautifully designed, intuitive and optimised for search engines. High-end consumers expect an effortless online experience that aligns with the sophistication of the brand.
• SEO & Content Strategy: Visibility is key. Even ultra-luxury brands need to ensure they appear in search results when potential clients are looking for products, services or industry insights.
• Social Media & Storytelling: Platforms like Instagram, Pinterest, LinkedIn and even TikTok offer opportunities to create highly curated, brand-aligned content that reinforces exclusivity while engaging a digital audience.
• Google Advertising & Retargeting: Luxury brands can run highly targeted campaigns that reach the right audience without compromising prestige, ensuring they remain top of mind for potential clients.
• PR & Influencer Marketing: Digital PR strategies and collaborations with carefully selected influencers can elevate brand awareness while preserving authenticity.
• Data-Driven Insights: Leveraging analytics ensures brands make informed decisions about where to invest their marketing efforts, allowing for a highly personalised approach.

The Future of Luxury Marketing

Luxury brands that successfully blend tradition with innovation will be the ones that thrive in the years to come. By maintaining the heritage and exclusivity that define them while embracing digital transformation, brands can ensure they remain relevant to both existing and future high-net-worth consumers.

An integrated marketing mix isn’t about choosing one approach over another; it’s about harmonising all touchpoints to create a holistic luxury experience. In a world where digital is no longer an afterthought but an expectation, luxury brands must rethink their reluctance and step confidently into the digital space – without losing their essence.