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.
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.
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.
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.