What is luxury?

Client: Global Advertising Agency Tags: Marketing, Luxury, International

The challenge

What do people in 4 different countries consider to be luxury?

The approach

Set natives of the UK, US, Taiwan and China an assignment to record the things they consider to be luxury items, services, experiences (or anything for that matter!).


A quick turnaround, international piece of mobile ethnography that built up a visual, cross-cultural picture of what luxury means to people today.

Very often responses were experience-based rather than material goods-based, highlighting the rarity and value of commodities such as free time and space.

The work supported a pitch - delivering cost-effective, yet rich data that demonstrated audience understanding and an innovative insight capability.