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 ease.

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.

The Mora

Redefining the experience of luxury travel

TUI Group wanted to diversify their portfolio of Hotels & Resorts by introducing a hotel brand in a new segment of the market – targeting more luxury consumers.

These consumers have a ‘new luxury mindset’ where they are not looking for escapism from daily life or mindless indulgence on holiday, but rather purpose and authentic connection – and to feel in control of how they stay.

Together we defined and executed the concept for The Mora, a brand new hotel experience that reflects the evolving needs and desires of these consumers.

Viewing holidays as more than a change of scene, but a change of perspective, The Mora redefines the idea of luxury travel, heroing individuality and the wonder of being free from rigid rules.

“DesignStudio had the talent to get into our heads and translate everything inside into a tangible, credible and powerfully emotional result, which everyone immediately fell in love with.”

Shanna Holthaus
Global Senior Brand Manager

See The Mora Case Study


Transforming perceptions around premium self-care

“DesignStudio ... understood our challenge completely and used their creative flair to ensure that we positively change the personal care category from unobtainable beauty standards to honest and relatable self care routines.”

Amaya Albisu
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.

“We appointed DesignStudio after a significant selection process and worked hand-in-hand to articulate and visualise our clear vision for this new category within the market. The result is something we are incredibly proud of; reimagining how people stay for a new generation of conscious travellers.”

Naomi Heaton
CEO and Co-Founder, The Other House

See The Other House Case Study