Invoking Luxury –
Cases & Opinion

We create, codify and choreograph exquisite, distinctive and irresistible experiences that perform at the leading edge of luxury.

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Concept & Brand Creation

Most spas are created equal. Exceptionally, the Cottonmill Private Members’ spa at Hertfordshire hotel, Sopwell House, was designed to be rather less equal than others.

The Sea of Sameness:
a Rising Tide

By Piers Schmidt

While guiding the brand-led transformation of Naiade Resorts into LUX* Resorts & Hotels, I coined the term ‘Sea of Sameness’ to describe the more or less generic offering of so many resort companies at the time.

C Resorts

Brand Creation

Luxury Branding partnered with Constance Hospitality Management to define, design and deliver for them a sister brand positioned as a upper upscale lifestyle offering.

The Proliferation of Lifestyle Brands: Differentiate or Die

By Piers Schmidt

From our analysis of the profile, positioning, and promotion of 81 lifestyle hotel brands in conjunction with their dates of introduction emerges a series of fascinating correlations.

Two Brands, or not
to Brand: that is
the Question

By Piers Schmidt

Piers Schmidt, who has advised three of the island’s local hospitality groups, explains why two Mauritian hotel companies unveiled second brands within days and metres of each other.

Cara Mila

Brand Creation

Working with two passionate entrepreneurs to develop a fresh and fiery new presentation for their luxury fashion brand.

Taj Hotels Resorts and Palaces

Agency of Record

For four years, Luxury Branding partnered with the Mumbai head office of The Indian Hotels Company Limited to create global advertising campaigns and refreshed branding for Taj Hotels, the hallmark of Indian hospitality.

The Orient Express brand will now depart from Platform A(ccor)

By Piers Schmidt

AccorHotels will now develop and manage the Orient Express brand within the luxury hospitality sector globally.

La Selva Chiara

Destination Development

Concept creation, naming and branding for a luxury lifestyle estate located in a beautiful but lesser-known corner of Tuscany, Italy.

Paramount Hotels
& Resorts

Brand extension

Imagining and designing a new hospitality brand with the creativity of a famous Hollywood studio at its core.


Luxury Branding is a strategic advisor specialising in generating sustainable brand value. Its principal experience is in the ultra-competitive premium segments of the tourism, travel, hospitality and residential real estate sectors.

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Luxury Branding introduces NXGN, a suite of four specialist services designed to facilitate luxury brands in the experience economy to forge meaningful and enduring connections with this distinctive cohort.

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