theceomagazine.com | 77luxury market, usually so steeped in the past, keep up with
the modern consumer?
HONOUR THE PAST
“There are heritage cues in all our cars – the lines, the fabrics,
the lights – the beautiful models of the past can be seen in
Jaguar’s overall design philosophy today,” says Tim Krieger,
General Manager of Communications and Public Affairs at
Jaguar Land Rover Australia.
Long known for its luxury sports cars, the 95-year-old
Jaguar marque is synonymous with performance and expert
craftsmanship. But, in recent years, the brand has
transformed by embracing advanced technology to seek
a younger, broader customer base.
“There is a wider audience than ever that want a taste
of luxury, but also demand the latest technology. The new
electric Jaguar I-PACE SUV is our latest innovation and uses
AI machine learning to provide individual driver preferences
and infotainment,” explains Krieger. “The I-PACE is the
perfect example of how we balance our legacy with being
a modern, innovative and premium brand that is looking to
the future.”
The I-PACE was launched
earlier this year in Geneva, but
knowing the long lead-time
before consumers in Australia
could actually see the new
model, Jaguar used VR to
immerse prospective buyers in
the product. As a result, it has
already had 3,000 expressions
of interest.INDIVIDUALISED
LUXURY
When Kane Devitt and his father Peter set out to develop
Melbourne’s most luxurious and exclusive property
development, The Muse, they drew inspiration from an
unlikely source: 18th-century coach building.
“The art of coach building influenced our design
philosophy heavily – it was the very beginning of bespoke
design. You bought a branded object and then customised it
to your exact needs and desires,” says Devitt. “We built a
high-tech, beautiful building with a pool, spa and club lounge,
but how owners design their apartments is completely up to
them – the options are limitless.”
The Muse will have a maximum of 42 residences starting
at A$3.2 million, and includes what will be Melbourne’s most
expensive apartment ever – a penthouse valued at A$45
million. Devitt and his team have assembled a “rock star
interior design team” – Bruce Henderson Interiors (BHI), Kerry
Phelan Design Office (KPDO) and Greg Natale. Buyers can
work alongside the designer of their choosing, or bring in their
own, to fully customise their residence.
“Technology is paramount in the new luxury market – we
can provide limitless offerings that weren’t possible before.
For instance, our number plate recognition technology can be
linked to home automation, so the minute you enter the
building your heat is turned on, or your curtains are drawn.
Your home is uniquely yours in every way – it doesn’t get
more personalised than that,” notes Devitt.
Luxury brands have usually clung to their heritage and
hallmark designs, but while certain fashion houses have
allowed for small customisations in the past, brands such as
1 Atelier, the online luxury handbag brand, allows customers
to design a tailor-made, high-end bag from scratch. It is no
longer enough for a luxury brand to be unique or exclusive.
Technology now allows for complete personalisation, and
today’s customers will accept nothing less.
The luxury insiders surveyed in Luxury Daily’s ‘State of
Luxury 2018’ report proclaimed the ‘digital revolution’ and the
‘changing definition of luxury’ as the top two trends shaping
the industry’s future. How brands come to grips with these
inextricably linked concepts will define not just their future,
but ultimately, their survival.CHINA
IS THE
FASTEST-
GROWING REGION
IN THE LUXURY
FASHION MARKET
ACCORDING TO AN
EY–PARTHENON
REPORT FROM
MARCH THIS
YEAR.THE MUSE, MELBOURNELuxury innovation | INNOVATE