The #BroadwayInBloom Launch Party

We were delighted to attend The Broadway Launch Party– a truly spectacular evening celebrating the completion of The Broadway at Orchard Place.

Located in the heart of historic Westminster, The Broadway at Orchard Place is a new city culture and contemporary wellness destination that will be home to design-led residential, commercial, and retail spaces combining urban luxury and convivial style. The mixed-use development includes 258 residential one-to-five-bedroom apartments and penthouses, each with the epitome of British design innovation.

The event brought together figures from London’s sustainable, wellness and luxury scenes, with a guest-list including Founder and Creative Director of David Gandy Wellwear, David Gandy, models Brett and Scott Staniland, wellness influencers Paola Di Lanzo and Rosie Millen and DJs Gregorio Soave and Marcelina Wick.

Cars on the night were supplied by Polestar in partnership with Orchard Place. Polestar is determined to improve the society we live in, using design and tech to accelerate the change to sustainable, electric mobility – an incredibly fitting partnership to celebrate #BroadwayInBloom.

Huge congratulations and thanks to the entire Northacre team on such a momentous milestone.

Learn more by visiting orchardplace.london and following @orchard.place on Instagram.

See more from the party on Instagram #BroadwayInBloom 

House of Walpole

On the 10th November 2022 the House of Walpole at No.1 Palace Street, The St. Regis Residences was officially launched. The Home of British Luxury Craftsmanship brings together Britain’s best luxury brands within one ultra-luxurious space. The collaboration between Northacre Properties and Walpole showcases and highlights British luxury within a bespoke one-off residence designed entirely by Walpole member Oliver Burns

Steeped in history, No.1 Palace Street, The St. Regis Residences, is one of London’s most coveted addresses adjacent to His Majesty’s official London residence, boasting unique views of the Palace and its private gardens. Taking inspiration from the gardens, Oliver Burns has created a unique design concept for #HouseofWalpole entitled ‘A Celebration of the Palace Gardens’ and the apartment features a curated mix of bespoke pieces from the best British luxury brands.

 

 

Helen Amy Murray, Aiveen Daly, Cole & Son, Savoir Beds and Maddox Gallery are among the hero luxury craft or art-led brands that have contributed to the House of Walpole.

Asprey, Bentley Motors, Axminster Carpets and luxury e-commerce destination Bazaar, also feature within the 4,000 sq ft duplex 3-bedroom residence overlooking Buckingham Palace gardens.

For all PR enquiries, please contact Freya Boon by emailing freya@luxurymarketinghouse.com.

Read more

 

HM Queen Elizabeth II

As the world continues to mourn the loss of Queen Elizabeth II, the LMH team has come together to share our most lovely moments and memories of Her Majesty that will stay with us forever.

Jemma 

Although very difficult to pick one singular moment, one of my most joyful and memorable moments has to be James Bond sketch for the 2012 Olympics. The story of how it unfolded – with a Queen ‘double’ pitched to play the part of the Queen, and the Queen responding with a request to play the part herself – is just fantastic. A truly special memory and such fun to watch.

Chloe

“He is someone who doesn’t take easily to compliments but he has, quite simply, been my strength and stay all these years, and I, and his whole family, and this and many other countries, owe him a debt greater than he would ever claim, or we shall ever know.”

One of the many inspirations I’ve taken from Queen Elizabeth II is her timeless and enduring partnership with Prince Phillip. As a total romantic, watching their commitment, laughter and loyalty for each other over their 74 year marriage is something I have admired and enjoyed wholly. Knowing they are reunited provides me with great comfort through such a difficult period of mourning.

Freya 

This is my favourite clip referring to the Queen as it highlights beautifully that whilst being the most influential woman of our age, she equally had a fierce sense of humour and lovely relationship with all who were lucky enough to work alongside her.

Izzy 

This is my favourite photograph of the Queen. Prince Phillip is dressed in full ceremonial uniform for a ceremony at Windsor Castle and together they chuckle as she walks past him. We are let in to a glimpse of their friendship, a key component their lifelong love and companionship.

Jamie 

This wonderful clip of Queen Elizabeth II and Paddington Bear perfectly encapsulates her brilliant sense of humour. The Queen always found a way to balance duty, strength and respect with humour and compassion – a show of her incomparable leadership.

Rebecca 

Definitely a world icon. Although I am Italian, I have always had great admiration and respect for the queen who has never hidden her mutual love for Italy.

Since 1951 there have been five visits of Elizabeth II to Italy, official meetings with presidents of the Republic and popes, but also with personalities from the world of fashion and entertainment such as Valentino and maestro Riccardo Muti.

 


 

LMH Luxe List: September

From the hottest restaurant openings to the latest skincare drops – our LMH Luxe List rounds up what’s on our to-do list for the month…

 

Alex Dilling at Hotel Café Royal

Alex’s first standalone restaurant opens at Hotel Cafe Royal on 1st September 2022. The restaurant will see Alex deliver the finest ingredients taking inspiration from French classics.

The restaurant is situated on the first floor of the hotel overlooking the buzz of Regent Street within the setting of an elegant dining room.

Make a reservation

 

 

OSKIA Universal Hyaluronic Acid Serum

The Universal Hyaluronic Acid Serum is the first offering from OSKIA’s new Nutri-Essentials Range which aims to disrupt the traditional product sizes and offer simpler formulae in giant sizes and lower prices.

A multi-use Hyaluronic Acid serum formulated with a triple-weight Hyaluronic Acid complex that instantly hydrates, with refreshing Rose Water and MSM to soothe, Vitamin B5 and Betaine to condition and Red Snow to protect.

Super-sized and designed for both face and body, this vegan formula is suitable for all skin types and ages and will help declutter your beauty cupboard while leaving skin smooth and hydrated.

Shop here

 

London Design Festival

The capital’s most prominent design festival celebrates its 20th anniversary this year. LDF’s 12 design districts are returning this September, ranging from Brompton to Clerkenwell. Each of these areas seeks to reflect the local community – such as Stratford’s past abundance of greenhouses. Bankside and Pimlico Road districts are being relaunched in 2022, while Greenwich Peninsula and Park Royal make their return after debuting last year.

Learn more

 

Etro

No brand does bohemian glamour and elegance quite like Etro. With decades of experience in the industry, Creative Director Marco de Vincenzo injects new life into the house through his keen eye for fabric, color and pattern. We love the Net-a-Porter edit of signature paisley-print dresses and accessories.

View collection

 

Kit Kat Club at the Playhouse Theatre

In a time when the world is changing forever, there is one place where everyone can be free… The Kit Kat Club. Home to an intimate and electrifying new production of CABARET. This is Berlin. Relax. Loosen up. Be yourself.

One of the most successful musicals of all time, this new West End production features the songs Wilkommen, Don’t Tell Mama, Mein Herr, Maybe This Time, Money and the title number Cabaret – with Berlin’s famous Kit Kat Club brought to life through the transformation of London’s Playhouse Theatre.

Book tickets

 

La Veranda by Patrón

This summer, Rosewood London is bringing a taste of Mexico to our iconic courtyard in collaboration with Patrón tequila. La Veranda is the perfect suntrap to spend long summer days sipping crafted Patrón cocktails surrounded by serene water features, colourful ceramics, and plentiful agave.

Discover dishes inspired by Rosewood’s Mexican properties, featuring tableside guacamole, decadent quesadillas, handmade tacos and more.

Make a reservation

 

Mirabeau Nude Pink 2021

A soft pale Rosé with peach reflections. Beautiful concentrated aromas of small red fruits like redcurrant, wild strawberries and yellow cherries immediately charm the nose. Delicious and round on the palate, with layers of red fruit and a touch of mineral freshness. This wine has great length and is a charming aperitif, as well as a mouthwatering food companion.

Shop here

 

A. Lange & Söhne 1815 RATTRAPANTE

The 1815 RATTRAPANTE is the first pure split-seconds chronograph from A. Lange & Söhne. The elegant timepiece with its classic design features a stopwatch function with additive time measurements up to 30 minutes, as well as a split-time function with comparative time measurements up to 60 seconds. Despite the technical complexity of the manually wound calibre L101.2, it was possible to limit the case height to 12.6 millimetres and the diameter to 41.2 millimetres. Limited to 200 pieces in platinum and 100 pieces in honey gold, the timepiece is available exclusively at Lange boutiques.

Read more

 

 


 

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LMH Associate Partners of Walpole

On Monday 23rd May, we had the pleasure of attending Walpole British Luxury Summit 2022 at The Londoner.

As associate partners of Walpole, we were delighted to be on-site with our content team capturing BTS footage, and filming exclusive interviews with some of the key speakers and guests.

“It’s like an MBA in Luxury all in one day”

– Helen Brocklebank, CEO Walpole

 

At the Walpole British Luxury Summit this year we captured:

  • 2 x live Instagram interviews
  • 6 x BTS pre-records with some of the leading experts in the industry
  • A reel capturing the stunning attention to detail and F&B provided by The Londoner
  • A reel speaking with our Founder & MD, Jemma Lester, on our involvement with the Walpole British Luxury Summit

 

Head to our Instagram > Reels to watch the full BTS content.

 

 


 

Get in touch with our strategic content team to talk about hosting a Live on Location by emailing hello@luxurymarketinghouse.com.

Why targeting Millennials is imperative for luxury brands

Millennials are fast becoming the most valuable luxury consumer segment. Together with the younger Generation Z consumers, Millennials are making up more than 40% of all luxury spending and generated 100% of the global luxury growth.

Bain & Company predicts that Millennials and Gen Z will account for nearly half of the total luxury goods sales by 2025, bringing the value of the global luxury industry to €290 billion ($356 billion).

As a result of the pandemic, Helen Brocklebank, CEO of Walpole, thinks the industry will exceed forecasts to generate 25 per cent of revenues online by 2025. “Way earlier, and by 2025 it will be 30 per cent-plus,” she says. “One of the things that’s very exciting is that brands now have a three to four-month dataset they never had before of how people have behaved online, so the opportunity now is to really mine that data.”

As Millennials enter their prime spending years, luxury brands need to understand how Millennials think and shop differently from the previous generations if they want to remain relevant.

Millennial-savvy and digitally-nimble brands are the ones that will win in the business of luxury.

 

There are four important Millennials characteristics that high-end brands need to cater for:

  • Millennials seek self-expression
  • Millennials value experience over ownership
  • Millennials spend more on brands that are socially responsible and environmentally conscious
  • Millennials are omnichannel shoppers

Millennials value luxury brands that celebrate their passions and individuality in a way that can be visually shared on social media.

Millennials are curators and creators, appreciating personalisation and the ability to share their opinion. Millennials value self-expression and they have an unlimited amount of digital platforms to choose from to express themselves. From Instagram to YouTube, Facebook and Snapchat, Millennials share their thoughts, opinions, and experiences with ease.

Exceptional quality is not enough to justify a premium luxury price for Millennials. Luxury brands need to craft an immersive story and provide a unique experience around their products if they want to appeal to their Millennial consumers.

Millennials are said to prefer to spend their money on first-class, authentic experiences rather than material objects. Millennials want to be “living a brand”, both online and offline, instead of just owning a brand.

 

 

Millennials can be distinguished from the previous generations for their relationship to the Internet and how comfortable they are with digital technologies. The generation can be defined as having a digitally-infused lifestyle. The Millennial generation is the first to come of age with the Internet and mobile phones. According to Nielsen, technology is essentially baked into every Millennial’s DNA.

As Millennials hear messages from multiple channels simultaneously, they expect a consistent and integrated experience regardless of the touchpoints. They want to be able to switch from one device to another, from online to offline, seamlessly.

It’s important to note that Millennials are greatly influencing the consumer habits of other generations as well, particularly their elders. In that sense, “Millennial” is not just an age group, but rather “a state of mind that affects consumer behaviour across generations” as research firm Bain & Co. highlighted in its report The Millennial State of Mind.

An anchor of the digital transformation, the Millennial generation loves to shape opinions and inform conversations, actively participates in brands’ stories, and expects brands to be connected 24/7. Millennials are the generation of social media. To authentically engage with Millennials, marketers need to communicate their stories and values through a completely digitally-integrated world.

By focusing more on selling an experience rather than a product, listening to what they’re asking for and offering relatable, authentic content, brands can empower Millennials to discover their products or services on their terms.

[Source: Luxe Digital, Raconteur]

 


 

Get in touch with our brand communications team to talk about your brand narrative and marketing strategy by emailing hello@luxurymarketinghouse.com.

SEO & Instagram: What You Need to Know

If you work in marketing, you will have heard of SEO, but if you haven’t here is a brief explanation: Search Engine Optimisation (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.

Organic traffic is traffic that comes to your site naturally. If someone searches for something online and they go to your website to find what they’re looking for, that’s an organic lead. You didn’t have to pay to have them come to your website.

Statistics show that organic search on Google is responsible for more than 59% of the world’s web traffic and 75% of people who search online never click past the first page of results. This shows the importance of a strong SEO strategy.

Website SEO is when you optimise your website for search engines to find and rank, this includes using keywords, meta descriptions and alt text – to name a few.

SEO for luxury brands is a must in order to thrive in the digital world. However what many people aren’t aware of is the importance of SEO on social media.

A strong Instagram SEO strategy is one of the best ways to increase your reach on the platform. SEO on Instagram is all about tailoring your content so that it appears in as many places as possible — from search results to suggested content feeds.

It’s an essential tactic for improving your discoverability – much like web SEO, the more people who discover your content, the greater chance you have at growing your following and building a strong Instagram community.

 

But how does Instagram SEO work?

Instagram’s algorithm processes every piece of content on the app, gathering information it can use to determine what the post is about — and by proxy, who might find it interesting.

With over one billion monthly active users on Instagram, SEO plays a significant role in both reach and discovery on the platform.

As part of the Explore page, Instagram search is the directory to every Instagram account on the app. Much like you would search a term into Google, you can use the search bar on the top of the Explore page to find and discover accounts, hashtags, and locations.

SEO also plays a major role in what populates on users’ suggested posts (now shown within a users home feed) — a space dedicated to displaying a collection of posts from accounts you don’t follow. And according to Instagram, these suggestions are, “based on posts from accounts like the ones you follow and posts similar to the ones you like or save.”

With a strong Instagram SEO strategy, you can ensure your posts are surfaced in relevant search results on the Explore page and in suggested content feeds.

Until recently you could only search in Instagram Explore via hashtags, location tags, usernames, and profile names, however, you can now search using keywords. That means writing relevant, descriptive captions using choice keywords can seriously impact your content’s discoverability.

Instagram Profile

Your Instagram profile (AKA your Instagram bio) is the best place to include relevant keywords and search terms.

Instagram bio SEO starts with Instagram name SEO. Choose a handle and profile name that’s relevant to your content. If you’re well known by your brand name, then that’s the best place to start. If there’s room for a keyword in your handle or name, include that too.

Captions

Long-form captions are becoming increasingly popular on Instagram, a study by Later and Fohr on influencer’s captions found that the more you share, the better your engagement rate. However, ensuring to utilise key words and a CTA will also enhance your reach.

Instagram Alt Text

Instagram alt text is a feature that allows you to write custom alternative text for a richer description of your photos. And while the feature was mainly designed to improve accessibility on the platform, it can also be used for SEO purposes. At the moment, Instagram automatically generates alt text so people can hear descriptions of content through a screen reader.

Hashtags

While it’s long been considered an insider trick to hide hashtags in comments – and with many scheduling platforms providing the option to automatically post a comment with hashtags – Instagram has now revealed that keywords and hashtags should appear directly in the caption to impact the search results. They have equally provided a few tips for maximising your reach and searchability through hashtags:

  • Use only relevant hashtags
  • Use a combination of well-known, niche, and specific (think branded or campaign-based) hashtags
  • Limit hashtags to 3 to 5 per post
  • Don’t use irrelevant or overly generic hashtags like #explorepage

[Sources: Instagram, Hootsuite, Later, Media Boom]

 


 

Get in touch with our brand communications team to talk about your SEO and social media strategy by emailing hello@luxurymarketinghouse.com.

The Do's & Don'ts of LinkedIn

Introducing the unofficial guide to LinkedIn by The Circle for those who want to be more confident using LinkedIn for themselves to build a digital professional network:

The Do’s

Refine and populate your profile
Have a professional portrait image
Add a banner that reflects your profession
Build a digital network organically
Be informative, a thought leader in your industry
Use bullet points and icons in your post
Take a strategic B2B approach
Tag and link contacts
Use hashtags (no more than 5)
Post regularly, frequency is key

 

The Don’ts

✖ Have a profile with no image
✖ Have an unprofessional portraits image
✖ Be forceful or take a hard sell approach
✖ Copy what you post on other channels
✖ Pay for advertising, it’s expensive and lacks ROI.
✖ Post video or share posts
✖ Make the copy too long
✖ Be afraid to have an opinion
✖ Post with poor grammar and typos
✖ Post less than 3 times a week

 


 

To learn more about finessing your digital profile and the important of owning the digital space in your industry, enquire into membership of The Circle – our luxury business networking club aimed to blend together both physical and digital working.

Find out more

Luxury Insider: NFTs & Luxury

Luxury NFTs could become a $56bn a year marketplace by 2030, according to investment bank and financial services leader, Morgan Stanley.

As the production of NFTs continues to create new forms of fashion consumption, more and more premium brands are jumping on this fast-moving train, investing in their new digital collectibles businesses. As more aspects of people’s lives are moving online, the demand for digital fashion and goods will increase significantly in the coming years.

 

But what are NFTs?

NFTs are a digital record of the ownership of an asset whether digital or physical. The record itself is held on the blockchain.

It’s essentially proof of authenticity, like having an item autographed.

The type of asset whose ownership is most commonly recorded with the purchase of an NFT is currently art (music, video, imagery, text, and so on).

But the concept of “ownership” in the world of NFTs means something different to the widely understood legal definition of “ownership”.

The owner of an NFT does not necessarily have legal title to the copyright in the intellectual property contained within the asset associated with their NFT unless it is specifically transferred in the sale and purchase agreement.

As original NFT creator, Anil Dash wrote in The Atlantic, “when someone buys an NFT, they’re not buying the actual digital artwork; they’re buying a link to it.”

It’s clear that the value of NFTs cannot be measured using conventional economics.

So why is there such excitement around NFTs and what have luxury brands seen in NFTs that had made them interested in moving into this growing sector?

 

NFTs and Luxury

In the past 10 years, there has been a shift away from scarcity and craftsmanship as the defining characteristics of what many consider as “luxury”.

Wealthier millennials and Gen Zers seemed to place a high value on hard-to-replicate memories and authentic experiences that could be shared with others via social media.

But, in the next two years, we see NFTs as bringing back to luxury the exclusivity that once defined it.

Gucci, Burberry, and Louis Vuitton are some of the first luxury brands to enter the NFT and Metaverse spaces with exclusive digital clothing, gaming skins, digital artwork, and online avatars. 

 

 

Given the demand for NFTs and the prices they command, owners of NFTs may be justified in seeing these tokens as outward displays of their wealth and status.

As an immersive experience, the personal avatars that users utilise will wear clothing and use items as manifestations of individualization and personal expression, much like they would in the physical world — this opens up a really exciting opportunity for premium brands.

Owners will be able to showcase their collection of NFT-associated assets to others within the gaming and interactive platforms they frequent. As described by Bloomberg, your digital avatar could “wear Burberry “skins” and carry Gucci handbags that are not leather totes but non-fungible tokens”.

Luxury watch manufacturer Patek Philip revealed an NFT based on its famed and discontinued timepiece “Nautilus” in November 2021 – ideal for the Metaverse.

 

 

Some luxury NFTs come with real-world manifestations of the product being represented digitally. For example, you get a real coat at the same time as you get a virtual coat. If you buy a luxury watch NFT, you now might get both a physical watch and a digital file which acts as a certificate of authenticity.

You could use the digital wallet app on your phone to show off your collection of NFTs to others.

Proof of NFT ownership might become a passport allowing access to exclusive events online and offline. Each event you attend will generate an NFT of its own to offer proof of attendance.

You may not even need a digital wallet. Soon, you’ll be able to link the NFTs in your digital wallet back to your social media profile.

You can choose which NFT you want as your display picture. On Twitter, the NFT you choose will be displayed within a hexagon and not the usual roundel. It’s not hard to see how the hexagonal display pictures could become the new must-have sign of status just like the blue tick verified user status used to be if interest in NFTs continues to grow.

This is, of course, all speculation.

No-one is sure how this is going to turn out. The success of NFTs is, in large part, determined by the success or otherwise of the metaverse. There have been plenty of attempts to create digital worlds in the past and, although the tech is now much better, there is no compelling evidence that we will live in a Ready Player One type of virtual reality world any time soon.

And if there is mass adoption, will NFTs develop into two different classes? One class with an accompanying physical product and one without? 

Where there is no physical product, will luxury consumers be happy to purchase an item of clothing they can only showcase to people in a virtual world but they cannot wear in the actual presence of their friends in their favourite clubs and nightspots?

Last but not least – will NFT prices hold? Will wealth managers and family office managers see NFTs as a stable store of value given their current price volatility? Remember that NFTs must be purchased with cryptocurrency which has its own price volatility issues.

There seems to be something in NFTs but, barely a year into widespread interest in the tokens, it’s difficult to tell the longer-term direction of travel for the sector.

 

 

[Sources: Morgan Stanley, VERB, Forbes]

Should my brand be on TikTok?

The question we’re getting asked the most at the moment: “Should my brand be on TikTok?”

Although there is no definite right or wrong answer, we’ve collated some information and statistics that might help you decide whether TikTok is the right social media space for you…

 

 

TikTok was, by a landslide, the most popular app of 2021. With 656 million downloads last year alone (over 100 million more than Instagram), the viral video platform solidified its place in the Gen Z zeitgeist.

10- to 19-year-olds make up a quarter of all TikTok users in the US — the largest age group on the app. Combined with the platform’s millennial audience, the two generations account for nearly 70% of its user base.

According to a study from TikTok, 92% of users say they take action after watching a TikTok video (such as sharing, following, or commenting), and 25% of all Gen Z users say TikTok videos have led them to purchase or research a product.

If you’re not on the platform, you could be missing out on a lucrative tool for both building brand awareness and driving revenue.

The beauty of TikTok is that whatever your niche, there’s an audience for it on the app.

In some ways, it’s hard to compare TikTok to Instagram — mainly because Instagram’s product offerings are so much more extensive than the other two.

Here are the top TikTok stats from their study that everyone who wants to sell on the app should know:
  1. 84% of TikTok users say it’s a source for discovering or learning something new
  2. TikTok users are 1.5x more likely to immediately buy something they discovered on the platform
  3. Compared to other platforms, TikTok is 1.7x more likely to be used as a product discovery tool
  4. TikTok users are 1.4x more likely than other platform users to research products and brands they find on the app
  5. TikTok users are 1.4x more likely than other platform users to buy a product they find on the app
  6. TikTok users are 1.5x more likely than other platform users to convince a friend or family member to buy a product they’ve seen on the app
  7. TikTok users are 2.4x more likely than other platform users to create a post and tag a brand after buying a product
  8. Compared to other platforms, TikTok users are more than twice as likely to comment or DM a brand after making a purchase
  9. 39% of TikTok users say “lifting spirits” is a key factor when deciding to purchase a product
  10. TikTok users are 1.3x more likely than users of other platforms to feel excited after purchases

 

Instagram’s user base is vast and diverse with over 2 billion monthly active users.

Unlike TikTok, which has large audiences of younger teenage users, Instagram skews toward slightly older members of Gen Z and younger millennials. Collectively, 18- to 34-year olds account for over 62% of the app’s total global audience.

What works best for you will depend on your brand and what you’re hoping to achieve with your social media presence. But here’s what you need to remember:

1. Instagram is great if you want to prioritize both video and static content and access a robust suite of brand marketing and e-commerce tools (plus a massive global audience).

2. With a focus on authentic and playful video content, TikTok is the platform that gives you the best chance of going viral. Plus, it’s a place to have fun and experiment with less curated content.

 

Keep in mind that diversifying your online presence by using multiple platforms at once is a good thing. So if you can, try out both!

 

[Source: Later, TikTok]


 

Get in touch with our brand communications team to talk about your social media strategy by emailing hello@luxurymarketinghouse.com.

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