Defining New Luxury
Luxury, it used to be one tone - extravagance, rarity, high quality and glamour. It was used to show off personal wealth and success with uber polished visuals and decadent language. But as society has changed, luxury has evolved to be more than grandeur and quality, but self confidence and comfort
Luxury today is the balance between craft and self expression. A clarity of thought that expresses the lifestyle that people want to live and a state of mind that gives consumers ultimate comfort. At DesignStudio, we’ve proudly embraced this shift to create brands that truly embody the spirit of new luxury.
Injecting freshness into residential luxury
A multi-purpose residential and commercial development designed by the renowned Foster & Partners, Hatai takes an innovative approach to urban living in Bangkok. The focus of the development is to create a natural oasis in one of Asia’s least green cities. We took this bold ambition and devised a strategy which embraces a fresh take on residential luxury. Our strategy ‘Escape the ordinary’ embodies the transformative effect nature can have on us. We brought this spirit to life across the full brand experience, including visual, digital, spatial, motion and sonic. Challenging what decadent high-rise life had to mean, Hatai is a vibrant brand, packed with vitality and serenity.
Transforming perceptions around premium self-care
Head of Marketing Communications Group
Panasonic were well-known for their premium electronics, but their personal care offer was less recognised. Traditionally personal care brands were function focused, but understanding how potent self-confidence and comfort were within new luxury, we created an inviting brand inspired by authenticity and honesty.
Perfectly in-tune with Panasonic’s strategic vision 'Invested in you', the new Panasonic Self Care brand encourages consumers to invest in themselves to find their true essence. The elegant visual identity balances craft with expression, and shifts perceptions around the Panasonic offer while redefining the notion of premium self-care.
See Panasonic Case Study
The Other House
Bringing home comforts to the five star experience
Identifying modern luxury’s shift away from conventional ideas of excess and grandeur, we created a brand for a totally new concept within hospitality - the world’s first residents club.
We chose to champion the ‘otherness’ of The Other House, blending plush luxury with the warmth of home. We positioned The Other House away from the staid and stiff of traditional high-end hotels, instead encouraging residents to kick off their shoes and sink into comfort.
This is a whole different category of luxury, one which puts comfort and convenience above opulence, and challenges notions of what luxury is about and who it’s for.
CEO and Co-Founder, The Other House
See The Other House Case Study