Brand Experience

3 articles

A diverse crowd experiences a Louis Vuitton exhibition, highlighting the shift from exclusivity to shared cultural moments.

Luxury Brands Now Prioritize Experiences Over Exclusivity

At a recent Louis Vuitton exhibition, hundreds of thousands queued for free public access to artistic interpretations of its iconic trunk.

Adrianne Cole·August 18, 2026

Elegant shoppers entering a newly opened, luxurious immersive retail store on a European street at dusk, showcasing a 13% increase in luxury store openings.

Brands

Luxury Brands Bet Big on Immersive Stores, Opening 96 New Destinations in 2025

In 2025, 96 new luxury stores opened across Europe's 20 benchmark streets, a 13% increase from the previous year.

Luca Bianchi·April 11, 2026

A sophisticated scene illustrating sensory branding, with a hand touching a luxurious fabric, an elegant diffuser releasing a subtle scent, and soft lighting creating an immersive atmosphere.

Brands

What Is Sensory Branding and How Is It Shaping Luxury?

Sensory branding is increasingly vital for luxury brands, engaging consumers on a deeper, multi-sensory level. It transforms products into memorable artifacts by appealing to sight, sound, touch, smell, and even taste.

Luca Bianchi·April 5, 2026