OUR 7 MODERN LUXURY BEHAVIOURS
01
CURATION
02
FUTURE FACING
03
EFFORTLESS
04
ENGAGING
05
REDUCTIVE
06
GLOBAL CITIZENSHIP
07
UNIQUE
01 CURATION
Curation means being selective in what we say, do and show as a brand.
The level of scrutiny we app ly to our behaviours, environments, touchpoints and partners must be obsessive. There are no mitigating circumstances or contexts. One voice, one face, one character. All the time. Every time. We do less things but better things. Exceptional things.
02 FUTURE FACING
What matters is what comes next, not what came before.
We are proud of our past but we cannot be held back by it. There is confidence in a knowing nod to our heritage rather than a slavish obsession with it. Fundamentally, we embrace and drive new ideas and innovations.
03 EFFORTLESS
Our customers wear their success and their discernment lightly. So do we.
Every interaction must be rewarding, seamless and effortless. We don’t shout. We don’t need to. We have confidence in what we create and who we are. No hyperbole. No over- sell.
04 ENGAGING
Modern Luxury is completely different from generic automotive behaviour.
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It is far more compelling and emotionally engaging. We shouldn’t seek to join all the dots or spoon-feed our customers. It isn’t endless product shots. A little mystery goes a long way. We have to create an aspirational world that surprises and delights, into which we invite people.
05 REDUCTIVE
We never over-elaborate, over-design or over-engineer.
There is a balance to all that we do. Visually we preserve and protect balance and simplicity whilst meticulously curating details. In content and in words, we strive for elegant simplicity.
06 GLOBAL CITIZENSHIP
Sustainability is part of our modern luxury brands. It is not a box-tick or a soundbite. It is fundamental to what we do.
We are connected to the world around us, and that includes values and ethics.
07 UNIQUE
Originality means we appeal to some and not to others.
A modern luxury outlook embraces innovative, imaginative new forms that won’t be embraced or understood by everybody. We’re comfortable with this polarisation.
We'd rather mean a lot to the few than a little to the many.