An account of how the tone and feel of luxury has changed in the 2000s. Originally presented in 2007 by Alyson Heller. Note: It will be interesting to see how luxury norms change over the next few years post-Wall St collapse. Stay tuned for updates.

1. February 7, 2007
Luxury: New Guide to the Good Life
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2. The definition of the good life is changing.
It isn’t a strict exchange between an old guard of luxury goods and
a new one.
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3. It’s a dynamic, freewheeling, and not always
easily categorized set of values and ideals.
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4. Sterile, edited environments are giving way to
color, texture, and character.
Jennifer Post vs. Lulu DK
Calvin Klein Julian Schnabel
Jonathan Adler
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5. Exuberant, tongue-in-chic “rules” encourage
liveliness and moxie.
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6. Fur is trumped by cruelty-free and eco-fashion.
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7. Why simply write a check when you can be
directly involved in your charity?
Oprah interviewed and hand-selected the 100+ girls for her new
South African school.
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8. Of course, giving back doesn’t mean sacrificing
increasingly exclusive personal services.
Housekeepers are no longer different enough; concierge services
provide access to make life that extra bit easier, better - and
accessible - in the new good life.
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9. It’s about having stature in the world - but from
being a positive force, not a negative power.
Donald Trump conquers with little concern for others; Clooney
conquers with electric cars and provoking movies.
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10. Hollywood not only produces social commentary,
but also a platform for social change.
Being made aware of issues vs. Discussing and solving issues
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11. Luxury is out in the open … but still not wholly
accessible.
In the past, the good life meant
hiding behind the tinted
windows.
Privacy remains important, but
more information is shared.
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Blogging about your superyacht 11

12. Absorbing culture isn’t enough; engaging in local
communities is unique and lets you connect.
Backpacking in Europe vs. Volunteering abroad
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13. What’s under the hood counts (and we’re not just
talking HP).
Tesla’s first and second orders of cars are already sold out. Other
sports cars lack the same super-exclusive (and purposeful)
credibility.
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14. People are moving away from gratuitous space to
eco- and period friendly detailing.
It’s far “nobler” to restore in the
city than to build new in the
suburbs.
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15. Rules of engaging in the good life:
Cardinal Rule: Be Active (NEVER passive)
1. Be hands-on and give people a role to play - delegation of
responsibility is less desirable than in the past
2. Have fun - being strict and staid will turn off people
3. Reward knowledge - materials and ostentation alone aren’t
enough
4. Express passion - sharing the fun + joy of luxury with a
community heightens its value, furthers aspiration, and
mitigates backlash.
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5. Find a purpose and a conscience - duty and obligation isn’t a
part of the good life
6. Cultivate quirky individuality - it’s a craft, not a science.
Disregard some of the rules.
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16. Areas that fit under both the old good life and
new good life:
≥ Formality
≥ Grace
≥ Luxury
≥ High-quality
≥ Bespoke
≥ Freedom
≥ Codes
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≥ Elite
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17. Thought starters
Updating and amplifying the good life
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18. Wouldn’t it be nicer to … instead of:
Have a personal store having a personal shopper
Train with Lance using a personal trainer
Learn how to BBQ from Bobby Flay having a chef who cooks for you
Do more with less (maximize smaller space) continually adding space
Be efficient being wasteful
Have a lipstick named after you ordering your own bespoke color
Have JT singing at your party being front row at JT concert
Keep the kids at home/enjoy family life sending the kids away to school
Be open (but inaccessible) being closed-off (secret)
Enjoy the best of your city escaping the city
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Select movies to show at Sundance simply attending Sundance
Wear Etro, Missoni, Anthropologie Calvin Klein
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19. As a spirit brand, could you …
≥ Co-opt Beaujolais Nouveau?
≥ Revamp elite travel lounges?
≥ Bring glamour back to travel?
≥ Replace food-wine pairings with a food-cocktail pairings?
Different cocktails for each course, similar to a wine flight.
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