IN LUXURY BRANDING, A DIGITAL WORLD IS ELEVATING THE PHYSICAL TO NEW HEIGHTS
In an era defined by AI, templates, and instant digital branding, luxury brands are finding renewed power in the physical. This article explores why craft, materiality, and human intention matter more than ever in building enduring emotional connections.
‘BESPOKE’ IN 2025
The promise of ‘bespoke’ is virtually as old as luxury itself.
According to the Cambridge Dictionary, something bespoke is specially made for a particular person. The term can originally be traced to the word 'bespeak', which used to mean 'to explain; to indicate' - literally, 'to speak for something'.
For centuries, bespoke has been associated with custom-made or tailor-made items, in particular suits, dresses, and shoes. But we’ve come a long way, and the notion has expanded to cover an increasing diversity of categories, including cars, wealth-management, fine-dining, luxury travel, private jets, haute couture, and healthcare.
THE PRINCIPLES OF BRANDING IN LUXURY HOSPITALITY
How brand strategy, identity, service and storytelling come together to shape high-end hospitality experiences across hotels, clubs and wellness spaces.
ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE
Helping Indian designers transform local craft into globally recognised luxury - with digital strategy, brand identity and storytelling.
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.
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?
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.
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
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?
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
How a renewed appreciation for global craft is reshaping luxury — from heritage ateliers to emerging artisan communities worldwide.
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
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
How brands can preserve emotional connection in digital spaces — and create luxury content that truly feels human.
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
Why lasting relevance — not green credentials — should guide luxury brand naming for long-term impact and differentiation.
SUM DEEPENS ITS DIGITAL AND SOCIAL RELATIONSHIP WITH LUXURY KITCHEN LEADER POGGENPOHL
Having been initially appointed to handle Social Media and Digital Marketing for the UK team based in Wigmore Street, SUM has now been awarded a similar brief for the brand’s global HQ based in Herford, Germany.
JING SPOKE WITH SIMON WOOLFORD OF SUM ABOUT THE EXPECTED RETURN OF CULTURAL INSTITUTIONS TO THE WORLD OF FASHION
How fashion brands used cultural institutions to stay visible during lockdown - blending physical spectacle with digital reach and storytelling.
RE-AWAKENING THE SENSES THROUGH IMMERSIVE INTERACTIVE BRAND EXPERIENCES
Why post-pandemic consumers are craving physical, sensory brand experiences - and how luxury is evolving to meet that need.
QUIET LUXURY
Across the globe, luxury has been synonymous with status. But in today’s market, restraint speaks louder than excess—and branding must reflect that shift.