Today, no market can avoid disruption. This is no less true for the luxury market.

We are finding most of the event briefs we receive, for B2B audience engagement, require Modern Luxury or super premium cues. And right there, lies the challenge. True luxury is very different to accessible luxury or super-premium. They’re different concepts, as this paper explores.

So Modern Luxury is going through its own transformation. Luxury is moving from owning rare things to enjoying unique experiences and conveying a balanced life. And, these traits or values play out equally well in B2B markets, where influential and expert audiences are being engaged.