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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Brand Creation

Most spas are created equal. But the Cottonmill Private Members' spa was designed to be rather less equal than others.

Dorchester Collection

Brand Creation

Defining and implementing a unified brand concept to encompass the trophy hotel assets of the Brunei Investment Agency located in the world's key gateway cities.

La Selva Chiara

Destination Development

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

Cara Mila

Brand Creation

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

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.

Armani Hotels
& Resorts

Brand Extension: concept & identity

Luxury Branding worked closely with Giorgio Armani and Emaar Properties to translate the eponymous fashion brand into the experience economy through hotels and branded residences.

The Name Game,
Part 1

By Piers Schmidt

Once upon a time, naming a brand was easy. You simply adopted your own family name, which also served to distinguish private enterprise from public. Discover how and why brand naming has since evolved in this two part article on the name game.

The Name Game,
Part 2

By Piers Schmidt

Where W had blazed a trail, the hotel industry – ever follower rather than an innovator – has tried to emulate and replicate W’s success to such an extent that possibly every inch of the lifestyle brand naming territory has been mined out. Continue reading part 2 of the naming game.

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.

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.


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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