“Luxury” is a term so loosely applied that knowing who is using it is vital to understanding precisely what it means. This understanding may well make the difference between winning a project or experiencing a lost opportunity!
The traditional luxury designation indicates a product, service, or experience that, due to the quality of materials, workmanship, and intellect, is clearly superior to alternative choices. However, some futurists identify a new definition of luxury values that prioritizes the feeling of luxury rather than the substance of a product or service. This definition of luxury is more about consumer accessibility and perception than substance and focuses on a time-saving buying experience, an enticing e-commerce environment, and recommendations from popular influencers that elicit a feeling of trust, well-founded or not.
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For artists, artisans, and vendors of luxury products and services that adhere to the former, time-honored definition, understanding which viewpoint a client embraces is key, as the latter type of accessible luxury is not well-suited for the luxury private cinema industry. Alarmingly, products and services aligned with the newer value system offer no objective evaluation of the comparative quality of their products or services, yet they compete with brands that offer traditional luxury values.
A more applicable set of luxury values for high-end private cinema clientele include…
- Superior Quality and Craftsmanship— Luxury is synonymous with the highest standards of quality, using the finest materials and expert craftsmanship.
- Timelessness and Heritage — Luxury products often have a long history that reflects craftsmanship and tradition. They transcend trends and are perceived as timeless.
- Aesthetic and Creative Appeal— Luxury items are often associated with artistry, design, and beauty, reflecting creativity and innovation.
- Exclusivity and Rarity — Luxury goods are rare and not easily accessible to everyone. This can be due to limited production, investment, or exclusivity in distribution.
- Desirability — Luxury products, while often non-essential, are highly desirable, providing pleasure, indulgence, and a sense of reward.
- Experience and Emotion — Luxury is experiential. The buying process, ownership, and even the anticipation of owning luxury goods evoke strong emotional responses.
- Status and Symbolic — Luxury products provide social recognition and elevate the owner’s status. They signify wealth, taste, and sophistication.
The stark contrast between these, traditional luxury values and the changing values identified by the futurists brings into focus the differences in what is considered luxury today. On the one extreme, the futurists’ definition supports more of a “form or feeling over substance” point of view. In contrast, the time-honored traditional definition places the principle of superior quality and craftsmanship above all. In fact, the tradition of luxury goods representing superior quality is the foundation that the emotional benefits of acquiring luxury items, be they products, services, or experiences, stand on. There would be no good feeling of acquiring luxury items that do not uphold the traditional principles of luxury. As an industry, we must differentiate from the lesser standards.
The futurists speak of time, truth, and trust. The luxury private cinema industry has a deeper definition of these values that serve to maintain the status of luxury private cinema as one of the highest representations of a high-end amenity. This definition also serves the luxury consumer by assuring that they are acquiring one of the finest examples of extravagance to be had. Time is honored by luxury private cinema professionals when they work diligently with each client to ensure their appreciation of what an excellent cinematic experience can provide, and then fulfill these heightened expectations. Every beautiful, shared moment spent within a completed luxury private cinema will bring greater than expected joy and satisfaction.
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Truth is manifest in a luxury private cinema team’s professional process of ensuring the technical considerations of the system and acoustical engineering, construction, and interior design — as well as quality assurance and performance verification — are performed impeccably. Trust can only be earned, and luxury private cinema professionals are those willing to be held accountable to our clientele and, in fact, encourage them to demand proof of our performance. The result of such a relationship of trust will be a market that demands our services at a higher level and an industry that will soar to those heights rather than sink to the level of a commodity.
Luxury consumers are exposed to both extremes of the luxury market, very likely shopping online for purchases that would be appropriate in such channels. However, this same luxury clientele, when acquiring a fine Bugatti motorcar, a limited edition Audemars Piguet timepiece, or commissioning a yacht by Feadship, would expect a higher standard and a greater luxury experience.
Which definition of luxury would we in the private cinema industry have our clientele embrace? Which will come to define the luxury private cinema?
Sam Cavitt wrote about “Redefining Luxury” for The Cinema Connoisseur. To read the article, click here.
