Kevin Alderweireldt, Co-Founder & CEO, BUREAU BÉATRICELuxury has always understood the power of presence. The right room, the right guest, the right cultural context, the right moment of tension before something is revealed. For years, the industry invested heavily in digital acceleration, social reach, creator amplification, always-on content. But as audiences become harder to capture and screens grow increasingly saturated, luxury is rediscovering one of its oldest and most effective tools: the physical experience.
According to Launchmetrics, brand experiences across fashion, beauty, and lifestyle have increased by 54 per cent globally since 2019, while attendance has grown by 65 per cent. This is not simply a rebound from the pandemic years.
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