Luxury

There is a particular kind of silence in a luxury boutique. The lighting is considered. The materials are chosen. The scent, in many cases, has been composed specifically for the space. Every surface communicates something about what this brand believes in and who it's for. Then a member of staff puts on a Spotify playlist, and none of that is true anymore. This is the quiet contradiction sitting inside a surprising number of luxury brands right now. The visual identity is ob