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THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY
THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY

How brand identity, service and storytelling come together to shape high-end hospitality experiences across hotels, clubs and wellness spaces.

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LUXURY IN THE MIDDLE EAST
LUXURY IN THE MIDDLE EAST

Exploring the fast-evolving Gulf luxury market and how global brands can resonate with local audiences across Saudi, UAE and Kuwait.

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ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE
ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE

Helping Indian designers transform local craft into globally recognised luxury - with digital strategy, brand identity and storytelling.

ACCESSIBLE LUXURY – A NATURAL HOME FOR LAB-GROWN DIAMONDS
ACCESSIBLE LUXURY – A NATURAL HOME FOR LAB-GROWN DIAMONDS

Why lab-grown diamonds thrive in accessible luxury but struggle at the top. SUM explores the market dynamics, branding cues, and future opportunities for jewellery brands entering this evolving category.

GENERATIVE AI IN LUXURY. QUANTUM SHIFT, OR REALLY USEFUL TOOL?
GENERATIVE AI IN LUXURY. QUANTUM SHIFT, OR REALLY USEFUL TOOL?

Exploring the tension between AI innovation and human authenticity in luxury. SUM considers how generative AI could support, but not replace, the craftsmanship and storytelling that define true luxury.

MODERN HERITAGE. HOW TO COMPETE IN A LUXURY MARKET DOMINATED BY CENTENARIAN BRANDS.
MODERN HERITAGE. HOW TO COMPETE IN A LUXURY MARKET DOMINATED BY CENTENARIAN BRANDS.

How new luxury brands can earn credibility through authenticity and craft — without waiting 100 years for heritage to happen.

GEN-Z AND THE NEW FACE OF LUXURY
GEN-Z AND THE NEW FACE OF LUXURY

Discover how Gen Z is redefining luxury fashion. SUM Design explores new expectations, shifting aesthetics, and branding approaches tailored to this evolving luxury consumer.

HOW INCLUSIVE IS YOU EXCLUSIVE BRAND?
HOW INCLUSIVE IS YOU EXCLUSIVE BRAND?

Can a luxury brand be both exclusive and inclusive? We explore how high-end positioning can coexist with a modern, diverse brand strategy.

CRAFT AND THE DEMOCRATISATION OF LUXURY
CRAFT AND THE DEMOCRATISATION OF LUXURY

How a renewed appreciation for global craft is reshaping luxury — from heritage ateliers to emerging artisan communities worldwide.

KORARU - CIRCULAR PACKAGING AS BRAND STATEMENT
KORARU - CIRCULAR PACKAGING AS BRAND STATEMENT

How sustainable packaging became a central brand statement for Kōraru — and how SUM brought circularity to life through material and design choices.

JING COLLABS & DROPS SPOKE WITH SIMON WOOLFORD OF SUM ABOUT BACCARAT’S LATEST COLLABORATION WITH POKÉMON
JING COLLABS & DROPS SPOKE WITH SIMON WOOLFORD OF SUM ABOUT BACCARAT’S LATEST COLLABORATION WITH POKÉMON

Simon Woolford comments on Baccarat’s $25k Pokémon collaboration — and what it signals about the fusion of pop culture and luxury branding.

LUXURY WITH A HUMAN TOUCH
LUXURY WITH A HUMAN TOUCH

How brands can preserve emotional connection in digital spaces — and create luxury content that truly feels human.

LUXURY AT THE SPEED OF CHANGE
LUXURY AT THE SPEED OF CHANGE

How luxury brands can evolve fast without losing strategic depth — and why core brand clarity matters more than ever.

BRAND NAMING – SUSTAINABLE, BUT NOT IN THE WAY YOU IMAGINE
BRAND NAMING – SUSTAINABLE, BUT NOT IN THE WAY YOU IMAGINE

Why lasting relevance — not green credentials — should guide luxury brand naming for long-term impact and differentiation.

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