Ridhaa Kapadi
13-Nov-2025
Big houses like Prada and Gucci to hospitality stalwarts have realised the power of personalisation, exclusivity, and emotional connection.
Inputs by: Ridhaa Kapadi, Founder of By The Boutique
Luxury isn’t just about plush sheets, flawless service, or exquisite surroundings anymore. The brands that linger in memory are the ones that engage all the senses – sight, sound, touch, smell, and taste -- crafting moments that feel effortless yet deeply personal. From lifestyle destinations to high-end retail and hospitality, the magic happens when every detail sings in harmony.
Picture stepping into a space designed to evoke emotion. Light filters in just the right way, sometimes soft and moody, sometimes colourful and vibrant. Sounds drift around you: curated music playlists that match the essence of a brand and a unique ambience -- setting the mood without ever drawing attention to itself. A significant fragrance floats through the air, evoking calm, curiosity or exhilaration, drawing you deeper into the moment.
Touch also plays a quiet but powerful role. Whether it’s the weight of a hand-crafted key in your palm, the smooth surface of bespoke furniture, or the soft embrace of premium linens -- physical interaction reinforces a sense of quality and care. Taste becomes the final flourish: a sip of a signature cocktail, a thoughtfully curated seasonal dish, or a small indulgence that anchors memory and evokes feeling.
What makes these experiences truly memorable is how they harmonise. A guest or client doesn’t simply see elegance; they feel it, hear it, smell it, and even taste it. Every interaction is carefully layered to create a journey that leaves one feeling seen, felt, and celebrated.
The examples are everywhere. Consider how luxury fashion houses aren’t simply selling garments anymore; they’re creating immersive worlds. For instance, Prada opened a restaurant-café inside its Shanghai mansion, blending Italian style with Chinese tradition in a space steeped in design and story. Or how Gucci launched multiple “Gucci?Osteria” sites around the world, marrying fashion’s aesthetic with fine dining as part of a broader lifestyle narrative. In the hospitality space, branded diversification is real: take Aman -- known for ultra-luxury resorts, now expanding into leather goods, ready-to-wear and home furnishings, transforming from a hotel operator into a full-fledged lifestyle brand.
These moves aren’t random; they’re strategic. When brands engage multiple senses and diversify their offering, they build connections that feel embedded in the guest or client’s world. It’s no longer enough to offer a product or service; experiences must resonate emotionally and linger in memory, cultivating loyalty that feels intimate rather than transactional.
For the conscious, self-aware traveller or consumer, these experiences are more than indulgences -- they are deliberate choices. They awaken curiosity, spark delight, and cultivate well-being. In a world saturated with stimuli, a brand that can orchestrate a fully sensory experience stands out.
At the end of the day, luxury is not just what you see or touch -- it’s what you feel. And that feeling? That’s what keeps people coming back.
Cover Credits: Instagram @gucciosteria
