High Value Counsel –
Cases & Opinion

Through bespoke luxury advisory, we
combine decades of experience with fresh insight to guide luxury organisations past
risk and towards opportunity. 

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LUX* Resorts & Hotels

Brand-led transformation

In 2011, Luxury Branding was appointed by the failing Naiade Resorts to devise a turnaround strategy that would rescue the brand from near bankruptcy and provide a new foundation for growth.

LUX* Tea Horse Road

Destination Development

Luxury Branding was engaged to work with LUX* Resorts & Hotels as the ambitious Mauritian hospitality operator expanded its operations into China in the south-western provinces of Yunnan, Sichuan and Tibet.

What the New
‘Ultra-luxury’ Means
for Hotels

By Piers Schmidt

Luxury Branding enables luxury brands to stage elevated service and transformative experiences. Although we serve organisations in the tourism, travel, real estate, wellness and financial services sectors, hospitality is our sweet spot.


Concept Creation

Luxury Branding partnered with the senior leadership of Shinsegae to create an innovative new homewares offering for its flagship stores in Seoul.

Public Spaces: Fighting Fire with Fire

by Piers Schmidt

From retailers to airlines, customer-facing organisations are hiring hoteliers at senior levels to transfer hospitality ‘technology’ into their operations. To date, the flow of know-how has been largely one-way but why are these previously discrete sectors beginning to converge on hospitality?


Customer experience design

Luxury Branding was engaged to reboot the poorly-received rebranding of Orient Express Hotels to Belmond with signature programming to invest the new name with meaning.

Public Spaces: Battle Ground of the Brands

by Piers Schmidt

How many people noticed Nordstrom’s announcement that on October 3 2017, the first Nordstrom Local will debut in Melrose Place, Los Angeles? This may not sound like much of an event but look closer at what Nordstrom have planned.

Bicester Village Collection

Visitor Experience Design

Luxury Branding was engaged by Value Retail to audit and elevate the visitor experience being delivered across nine of the world’s most hospitable luxury shopping villages.

Lazy Language and
Alphabet Soup

By Piers Schmidt

It was Dennis Potter who observed that “the trouble with words is that you never know whose mouths they have been in." But caveat emptor if those words have sprung from the jaws of a property developer and their agents!

Chic Outlet Shopping

Round Table Design & Moderation

Collaborating closely with Value Retail's Chic Outlet Shopping team, Piers Schmidt devised and facilitated a series of round tables that were hosted at global travel fairs including Fitur, ITB, ATM, ILTM Shanghai and WTM.


With a unique blend of ‘calculated creativity’, Luxury Branding helps ambitious organisations to define and express how they are special, different, and better: special for their affluent customers, different and better than the competition.

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Piers Schmidt and Ian R Douglas of Phoenix Global are the Co-Founders of Kingham Leigh. This dynamic new partnership has been created to design, develop and operate innovative hospitality projects in Europe and beyond.

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