Take a break and rethink Experiential Luxury before the rush returns.
- Thomas Wieringa
- Jul 24
- 3 min read
There’s something poetic about the summer season. For a few weeks, the constant demand for momentum gives way to stillness. In its place: space. Not just to rest, but to reflect. For those of us working in the luxury industry, it’s a rare chance to pause and ask deeper questions - the kind that are too easily buried under the weight of activations, calendars and campaign timelines.
Because beneath the surface of this seasonal quiet, the industry is shifting. And fast. The signs are there for anyone paying close attention. Engagement fatigue is real. The ultra-wealthy clients who once responded to every whisper of exclusivity are no longer playing the same game. And according to the latest BCG x Altagamma report, more than 60% of top-tier luxury clients now feel overwhelmed and emotionally disconnected from the brands they once admired.
Let that sink in. The clients we design everything for - the ones who drive nearly a quarter of global luxury spend - are quietly stepping back. Not because they no longer value luxury, but because they no longer feel valued by it. This isn’t a hunch. It’s happening. And in the stillness of the next couple of weeks, we finally have the clarity to face what that means.
A moment to step back - and ask what still resonates
Summer offers a rare window for luxury leaders - a natural pause in the calendar where the pace slows just enough to allow perspective to surface. As travel plans unfold and the daily rush gives way to reflection, there's an invitation to do more than just rest. There’s a chance to zoom out. To examine not only what’s working, but whether it’s still truly resonating with the clients who matter most.
For marketeers, the summer break can be more than just a seasonal dip in activity - it can be a strategic reset. Because while many teams are preparing for the intensity of Q1 2026, few are using this quieter stretch to ask the deeper questions: Are our experiences still emotionally meaningful? Are our best clients still engaged - or have they quietly stepped back?
According to the latest BCG x Altagamma report, nearly two-thirds luxury consumers say brand outreach now feels overwhelming or irrelevant. And make no mistake: these aren’t casual consumers. These are the clients who drive a disproportionate share of luxury growth. When they start opting out, it’s not noise - it’s a signal. One that brands ignore at their own risk. What we’re witnessing isn’t a drop in interest—it’s a drop in intimacy. Brands have never been more present, yet clients feel less seen. We’ve built journeys, campaigns, activations - but somewhere along the way, we’ve lost emotional precision. And no amount of frequency can fix that.
So before the business year accelerates again, this is the moment to reflect. To ask the questions that don’t fit neatly into a performance dashboard. Are we creating experiences that genuinely matter—or simply filling calendars? Is our personalization truly felt—or just programmatic? Are we building brand ecosystems—or just running events?
Pause. Reflect and Rethink.
These reflections deserve more than a team sync or a strategy deck. They deserve quiet. Honesty. And space. Because by the time summer fades into September, the brands that took time to step back won’t return with just another activation plan. They’ll return with clarity—about what to let go of, what to double down on, and where real resonance begins. And that’s exactly where our new initiative comes in.
A new kind of conversation
That’s why, after summer, we’re launching something different. A new kind of conversation - unhurried, off the record and rooted in what really matters. A intimate, high-level check-ins for brand leaders who want to step back and rethink what comes next. No pitch, no presentation - just space to think clearly, ask sharper questions and decode the real state of luxury engagement. These sessions offer a quiet moment to decode what’s working, what’s not and what deserves more intention in your new way forward.
They’re not about doing more. They’re about doing better - with clarity, calm, and conversation. Whether in person or virtual, over coffee or call, consider this your space to reflect, reset and decode the future of experiential luxury.
A Summer Pause, A Strategic Re-entry
So as the summer season invites stillness, let’s embrace the rare luxury of time — not just to unwind, but to reconnect with what matters most. The world isn’t standing still, and neither is the luxury consumer. But before we rush to re-engage, let’s take the time to rethink. Not with more noise, but with sharper questions.
We look forward to picking up the right conversations when business awakens again - with those who are ready to decode what’s next.
☕ Until then, enjoy the summer. And when you're ready, your Luxury Latte Session awaits.
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