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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Taj Hotels Resorts and Palaces

Agency of Record

Luxury Branding worked closely with the Mumbai head office team of The Indian Hotels Company Limited to create global advertising campaigns and refreshed branding for Taj, the hallmark of Indian hospitality.

Three Branding Lessons from Giorgio Armani

By Vanessa De Nardi

We live in an age of disruption and as economies, technologies and attitudes continue to change, so too does the art of branding.

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

By Piers Schmidt

Piers Schmidt, who has advised many of the island's hotel groups, explains why two Mauritian hotel companies have unveiled second brands within days and metres of each other.

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.

British Airways


Luxury Branding’s Founder, Piers Schmidt, led the team of 30 strategists, designers and project managers that conceived and delivered the controversial yet enduring rebranding of British Airways.

Kerzner International

Naming & Corporate Identity

Luxury Branding was appointed to assist the board of Sun International Hotels Limited to forge a new identity for the company, which we named Kerzner International.

One&Only Resorts

Brand Creation

In 2002, Sol Kerzner’s Sun International empire comprised two distinct businesses: mega destination resorts with casinos at their heart (e.g. Sun City and Atlantis Bahamas) and – in stark contrast – eight boutique luxury resorts including the Le Saint Géran, Mauritius and the Ocean Club, Bahamas.



Repositioning one of the world's premier department stores by imbuing it with the 'spirit of the city'.


Naming & brand identity

Creating the name and brand identity for a global collaboration between 15 of the world’s leading airlines.

Paramount Hotels & Resorts

Brand extension: concept & identity

Imagining and designing a new hospitality brand with creativity at its core.


Luxury Branding is the leading consultancy that generates sustainable brand value within competitive premium segments of the tourism, travel, hospitality and real estate sectors.

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Luxury Branding Founder, Piers Schmidt, and Ian R Douglas,
Managing Director of Phoenix Global, are the Co-Founders of Kingham Leigh, a dynamic partnership formed to design and develop innovative hospitality projects in Europe and beyond.

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