ARNAUD MONACO, CO-FOUNDER OF LIAISONS & MANIERES ON LUXURY AND CONNOISSEURS

Arnaud Monaco, co-founder of Liaisons & Manières, a high-end consulting firm specializing in transforming venues into extraordinary destinations, spoke to Communicate about luxury. Defining the term he goes to to say, “for me, luxury today is a subtle and personalized experience, where every detail reflects refined taste and an intimate understanding of the client’s expectations. It’s no longer about showing off but about feeling – an understated elegance that speaks to those who recognize quality and authenticity.”

But as to who is the typical client of Liaisons & Manières, Monaco defines that person as “an opinion leader, a trendsetter, or an influential professional who values strategic connections and unique experiences. They discover modern and thoughtful luxury: venues transformed into exclusive hotspots, authentic events, and a network of carefully curated individuals and opportunities that exceed traditional expectations.”

Lately, the concept of “dupe” has won over social media. If this is the future of luxury, for Monaco, he explains that “the concept of “dupe” reflects a sociocultural shift: luxury today is not necessarily about price but about how a product or experience makes someone feel. That said, true luxury remains timeless, rooted in creations or experiences that cannot be replicated or imitated. At Liaisons & Manières, we focus on uniqueness and perceived value rather than mere appearances.”

It is no secret that Gen Z prefers experiences to possessions, Monaco agrees profusely, “Absolutely!” and goes on to explain that “this generation seeks memorable and authentic moments rather than collecting objects. That’s why at Liaisons & Manières, we don’t sell products but experiences, connections, and stories. We create environments where interactions and emotions take precedence over material possessions.”

Is luxury a concept? An idea? Monaco agrees: “Luxury is indeed a concept, but it’s based on perception and storytelling. Customers pay for what they believed the product represented. However, true luxury, for me, goes beyond storytelling: it’s about attention to detail, impeccable service, and authenticity. You can’t fool true connoisseurs for long.”

In a world where everyone wants their experience tailored to their liking, one wonders if one can still have the economic edge with such an equation. But Monaco does not seem deterred by the idea: “Personalization is an investment, but it can scale when built on a deep understanding of client needs and a clear strategy. We create tailor-made experiences for an exclusive network. Our model leverages the quality of connections and the impact they generate, balancing personalization and profitability.”

As to how luxury can exist without being too show-offy, Monaco says “for me, quiet luxury is the very essence of true luxury. We are convinced that bling-bling is not genuine luxury.” He goes on to say: “True connoisseurs don’t seek showiness or excess; they value comfort, the quality of materials, the experience, and attention to detail. It’s a luxury that is felt and resonates deeply, without needing to be loud or ostentatious. This is the vision we embody and share with our clients.”