TBWA\RAAD in a special report about the future of luxury in the GCC region.
As the definition of luxury morphs and changes, It’s time to put aside our preconceived notions of what makes something or someone luxurious. Be in the know, Luxury is now more than just what’s seen surface-level. Luxury is now more than just a name-brand. It is an art form on its own and garners exclusivity from various niches.
At TBWA, we see the “Future of Luxury” being redefined through changing consumer perceptions and demands of the younger generation – courtesy of the latest report by our Cultural Intelligence Unit, Backslash. Keep reading to know more about the implications of two such shifts in the industry, for your brands.
Aneeta Aby, Regional Lead of Backslash and Senior Strategist at TBWA\RAAD, believes people are starting to dig deep into the stories behind products and experiences. Where they come from, how they were made, what brought up the idea, who was behind it all – The possibilities are endless when it comes to the questions fuelled by their inquisitivity. The luxury industry is part of this behavioural pattern as well. When we say that there’s more to it than meets the eye, we mean it.
Gone are the days where the higher the price and the shinier it is, shows its worth. The audience wants to know more and it all starts with the craftmanship behind it all.
Refine the craft, honor the roots.
Although products from a global brand are loved and sought after in the GCC region, what truly makes a brand stand out is by taking Arab notions into consideration. Whether it’s about the customer service or the product design, taking inspiration from traditions and blending it with modernity is a key way in.
For Ramadan 2024, Van Cleef & Arpels collaborated with Emirati artist Fatima Alketbi to release a series of calligraphic Arabic art pieces that drew inspiration from the landscapes of the UAE and profound poetic traditions.
Reinforce the craft, empower the tech.
At the risk of stating the obvious, using tech within processes and experiences is not something that brand steer away from anymore. Especially when it comes to providing transparency about the origin and authencity. For example, Hublot and Zenith have adopted traceable technology through blockchain, enhancing their luxury offerings in the market.
Reimagine the craft, ignite innovation.
Contrary to their heritage of being closed off, the luxury industry is now open and ready to disrupt by offering immersive experiences, collaborations and more. While still sticking to their exclusivity, they are now being a part of something bigger than themselves.
Bacha Coffee keeps the prominent coffee culture of the region alive through its luxurious “Coffee Rooms” that allows customers to experience how each blend is made through unique pairings and interactive elements, with the help of experts on-ground.
Dana Naja, Strategy Director at TBWA\RAAD says that when you can own the rarest objects and access the most exclusive spaces, predictability becomes the enemy. For the ultra-high-net-worth (UHNW) elite in the GCC, true luxury is not about wealth—it is about escaping into the unattainable. This is why the region’s luxury landscape is shifting from extravagant possessions to fully immersive, alternate realities. The brands that understand this—those that build entire worlds instead of just selling products—will define the next era of ultra-luxury.
The Psychology of the Unattainable
The human mind craves what it cannot have. When scarcity vanishes, desire must be fueled by experiences so rare they feel like stepping into another dimension. The GCC’s UHNW elite are not just seeking luxury; they are seeking new realities—worlds where they are not just consumers but protagonists in an unfolding story.
Consider Sindalah Island in NEOM, a marine escape so surreal it feels like another planet. Or Moon Dubai, a proposed $5 billion lunar simulation where guests can experience space without leaving Earth. These are not mere destinations; they are portals to unattainable fantasies, built for those who find reality too small.
Luxury as a Cinematic Universe
Just as Hollywood has moved from stand-alone films to sprawling cinematic universes, luxury in the GCC is evolving into an interconnected, immersive experience. The Rig in Saudi Arabia is not just a repurposed oil platform—it is an adrenaline-fueled luxury narrative, where extreme sports, high-end leisure, and fantasy storytelling collide. Meanwhile, Qatar’s Katara Towers merge heritage with futuristic luxury, crafting an experience that feels like a parallel reality. For brands, the lesson is clear: exclusivity is no longer about price—it is about access to worlds no one else can enter.
The Future: Escaping Even Further
The next step? Leaving Earth. The GCC is already pioneering luxury space tourism, with Saudi investments in Axiom Space and the UAE’s Mars 2117 project. Soon, private space stations will replace island getaways, offering the ultimate form of exclusivity: a retreat beyond the planet itself.
What does this mean for Luxury brands in the region?
Catherine Bannister, Chief Strategy Officer at TBWA\RAAD, says that for brands in the GCC, luxury must evolve into a portal—an invitation to step beyond the ordinary into immersive, multi-sensory realms. This means leveraging AI to craft bespoke realities or introducing gamified exclusivity that transforms every interaction into an experience.
Storytelling, too, must shift from transactional to cinematic. After all, every piece that you own holds sentimental value and should be dramatized for your added delight.
A luxury yacht is no longer just a vessel; it’s an odyssey, as seen in Project Neptune, the Aston Martin x Triton Submarines collaboration, which turns underwater exploration into a narrative-driven adventure. But the pinnacle of this evolution is hyper-personalization as worldbuilding. The GCC elite crave more than tailored products—they seek personalized universes.
Moreover, its time we glamorized craftsmanship and manufacturing in the same way that we have glamorized careers in fashion design, by bringing the “behind-the-scenes” front and center.
