Escaping the ordinary: unique experiences - the luxury way
In a world where the collection of memories is becoming as precious as material belongings, luxury retailers are establishing exclusive members clubs for their most loyal patrons, striking a delicious balance between the two. Brands use hospitality to elevate their offerings to recognise the new luxury must-have: experience.
The focus is shifting from simply selling upmarket products to affluent clients and is evolving to champion the connection between brand and consumer through in-person events and cultural experiences; think fine dining, creative workshops and live music that unite the brand's patrons like never before.
Private clubs are a savvy business move for luxury retailers. As Members want to shop more, retailers have access to a more discerning clientele with greater spending power, and by offering cashback schemes, discounts can be avoided to maintain profit margins. Is this the future of luxury retail? Passione Lifestyle explores the private members clubs of some of the world’s biggest brands.
Harrods, China
Harrods’ new private members club, The Residence, will open its doors to some of China’s most affluent consumers at the end of 2023. The highly anticipated destination will occupy the entirety of the second floor of Shanghai’s Cha House, a 1920s Baroque-style property that initially served as the private residence of two tycoon brothers of the dye industry. It is a stunning and opulent sanctuary of vintage stained-glass doors, colourful mosaic flooring and ornate verandahs. Visitors might have already discovered the Harrods Tea Rooms on the first floor, but they should await with enthusiasm the expansion of the luxury retailer’s presence in Shanghai.
From private aviation services to sought-after spirits – including Louis XIII cognac, a bottle of which costs an average of £4,000 – members of The Residence can expect ultra-premium lifestyle and concierge comforts of the superlative. Think personal shopping, interior design and real estate services, exclusive events and world-class dining. Here, celebrity British chef Gordon Ramsey will open his first dining offering in Shanghai to provide members with a curated menu of elevated British classics. At the height of exclusivity, only 250 members can join The Residence for its launch this year, with more expected to be welcomed subject to peer nominations.
Ralph Lauren, Milan
The grand opening of Palazzo Ralph Lauren – the designer fashion brand’s very own private club – was celebrated by the vibrant prints and sweeping skirts of Ralph Lauren’s ready-to-wear Spring 2016 collection, exhibited at Milan Fashion Week the previous year. Off the runway but equally as stylish, architectural treasure Casa Campanini welcomes members with Art-Nouveau arches, ornate frescoes and graceful caryatids reminiscent of a classical palace. Here, the world’s most discerning fashion connoisseurs can discover exclusive Ralph Lauren products, samples of the latest accessories and private presentations of new collections.
The club’s 300 members (appointed by invitation or recommendation) can enjoy the sumptuous property – much of which is decked out in Ralph Lauren’s sophisticated home collection – which includes a library, atrium and spacious showrooms. Palazzo Ralph Lauren offers more the feel of a private home (if an extravagant one) than a members club. Dining is an equally impressive affair; a private chef delights visitors with remarkable dishes that can be taken in the fresh air of the outdoor terrace. Exclusive events and galas throughout the year lend an extra element of refinement.
Hermès, worldwide
The Hermès Carré Club – a tribute to the French design house’s signature silk scarf – is a global celebration of craftsmanship and art. During these elaborate pop-up events, guests can discover interactive installations and live discussions that delve into the creative universe of one of the world’s most recognisable fashion brands. Most recently hosted in the cultural district of vibrant Dubai and within the glass sanctuary of Paris’ Carreau du Temple, the Hermès Carré Club has also visited New York, Milan, Toronto, Singapore and Los Angeles.
Each pop-up of the Hermès Carré Club comprises three days of festivities, during which time guests can interact with the artists behind Hermès’ coveted silk squares at Carré Studio, the focal point of each event. Equally unmissable and on-brand are the Carré Café (for fine dining and live music), Carré Stories (an enthralling collection of the scarf’s many secrets and tales), Carré Knot (learn how to style the iconic accessory), and Carré-OK (sing along to your favourite tunes), among other exclusive activities. At the Hermès Carré Club, guests are assured of discovering the brand like never before.
Prada, worldwide
In a similarly international club concept, Prada Mode is a collection of cultural gatherings around the world – hosted by the designer brand – that offer members the opportunity to take part in programmes and events that celebrate the contemporary culture of each location. This year, Prada Mode took over Tokyo in collaboration with the Tokyo Metropolitan Government and the Teien Art Museum in the ninth iteration of the travelling social club. Effortlessly, within the gardens surrounding the museum, guests took part in discussions about architecture, fashion, history and music, joined creative workshops, and enjoyed live music performances, each hosted by local creatives.
A lavish opening dinner and party kicked off Prada Mode Dubai in 2022. Throughout the following two days, members were treated to a spin painting workshop, live DJ sets and talks on a variety of cultural conversations punctuated by speciality cocktails and dining. A discussion entitled ‘Diversity in the Cultural Landscape’ investigated multiculturalism within the UAE and was moderated by Dubai-based arts consultant Myrna Ayad. So far, Prada Mode has brought its cultural, creative and dining experiences to cities including Seoul, Hong Kong, London, Paris and Moscow.
