From its London head office and Cape Town creative studio, Luxury Branding’s close-knit team of consultants, designers and project managers helps luxury brands to engage meaningfully with affluent audiences across geographies and markets.

Piers Schmidt


Described by Management Today as “one of the consultancy world’s thinkers”, Piers Schmidt is a leading luxury brand consultant and expert in hospitality and service.

Piers’ aptitudes, attitude and experience are ideally suited to advising the owners of luxury brands – and to helping them create tomorrow’s luxury experiences. He has keen creative acumen and a sharp eye for commercial detail and uses these twin assets, along with the wisdom gained during a long career in luxury, to guide clients to lasting success. 

Educated at Cambridge University and a former professional musician (classical), Piers’ career began with global Public Relations firm, Charles Barker. He went on to build a strong foundation in brand working with Newell & Sorrell (Interbrand) in the early 1990s. It was while there that Piers led the rebranding of British Airways, devised the brand concept for Go, the no-frills airline, and created the name and identity for oneworld, BA’s global alliance with American Airlines.

In 1998 Piers co-founded The Fourth Room, the first ‘pure play’ brand consultancy in the UK. Four years later, he and his partners completed its sale to US Interactive, a NASDAQ-quoted e-services firm.

Piers founded Luxury Branding in 2002 and it quickly became the destination for leaders seeking to create extraordinary destinations.

Annassurra, Armani Hotels & Resorts, Belmond, C Resorts (Constance Hotels & Resorts), Celebrity Cruises, Cottonmill, Dorchester Collection, Kerzner International, One&Only, LUX* Resorts and Hotels, Paramount Hotels & Resorts, PIF, Quintessentially and Taj – these and many others have sought the advice and ideas of Piers and his team.

Piers is currently masterminding brand-led transformations for Villa Hotels & Resorts, a large Maldivian resort group and Sun Resorts, a leading Mauritian resort operator.

Piers is an adjunct professor on the MBA programme at Ecole hôtelière de Lausanne, where he has also given well received lectures in the school’s Distinguished Speaker Series.

In 2019, with Ian R Douglas, Piers Schmidt co-founded Kingham Leigh, a new venture that is creating and developing innovative hotels across Southern Europe under its proprietary Alberghi Vini e Cultura theme.

In 2021, Piers joined the global Advisory Board of The Red Sea Development Company, which is driving development of The Red Sea Project, a luxury, regenerative tourism destination that will set new standards in sustainable development and position Saudi Arabia on the global tourism map.


Vanessa De Nardi

Senior Consultant

Amber Humphrey

Senior Brand Consultant

Brian Bainbridge

Design Director

Georgina Bennett

Brand Consultant

Danica Ricciardi

Senior Designer

Sarah Bartlett

Associate consultant

Craig Allen

Associate Consultant

Tim Watson

Associate Consultant