Niche Luxury

Rough Luxe is a luxury concept brand with an interesting take on luxury: something like post-luxury, luxury. Status as experience, not consumption. At the Rough Luxe hotel you aren't just paying for the frou-frou of fancy sheets, you are spending the night with a work of art – where each room is listed by artwork. It seems subjective, but then perhaps that is the whole thing: luxury is in the eye of the beholder. And maybe this is a beginning of niche luxury services and experiences?

"Luxury should be an enriching personal experience and not simply the ownership or utilisation of an expensive object. It is a different definition of luxury: time for reflection, the intellectual value of objects - of art, nature, culture, our environment and the people around us, of social and cultural experiences linked to locations as well as the ‘consumable’ items; food, lifestyle objects and events."

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