Creation of Luxury event report
The Leisure & Hospitality seminar by OBJEKT International was filled with lectures on the meaning of luxury within recreational activities. According to OBJEKT, a leading style magazine, the Le Negresco Hotel in Nice is the pinnacle of luxury. It is a celebration of art, colour and dynamics. Because of this it is rarely boring, unlike today’s modern, cautious ton-sur-ton interiors. The very personal touch of the owner is present in Le Negresco in every detail.
Bram Hagemeier of Aedes real estate explained how new hotel concepts are conceived and operated, using the remarkable Andaz boutique hotel in Amsterdam as an example. It was styled by world-renowned designer Marcel Wanders. Taking into consideration small businesses, many of which are looking for a public space for working and meeting clients, the hotel’s facilities have been made as public as possible, including the possibility of renting out office space. Its design and materialisation are geared towards experience, luxury, intimacy and character. In particular, money is invested where it will be immediately noticeable. The walls of the rooms, for example, feature a special print. It looks luxurious and personalised but, due to digital technology, it is now actually more affordable than luxury wallpaper.
Gilbert Koskamp showed various luxury objects, from an artistically designed bridge to art placed in landscapes. Existing rubbish bins in a park in Rotterdam got their own print that showed the ‘natural environment’ in which they stood (wetland, grassland, sandy areas) and this disposable culture was made clear in a literally concrete work of art that re-uses and processes discarded plastic chairs.
Wetzels Brown partners, interior architects for high-end residences and yachts, presented the design of a sumptuous Wally yacht. As budgets are virtually unlimited, there is huge scope for innovative gadgets. Luckily, examples such as 3D printed chairs with open backs are more than experiments in personified luxury. They also help develop the techniques which are used to bring 3D printing into the realm of the affordable. The conclusion of the day is that in the designed environment, luxury is the freedom to realise whatever you want.
You can find a photo-impression of the OBJEKT seminar here.
The next event in the Leisure & Hospitality series is the Xpert Series on Yachting Innovation.