When a Logo Becomes a Destination

In an age where luxury brands can place their names on cafés, hotels, residences, clubs and experiences, growth is no longer limited by opportunity.

It is limited by meaning. The question facing every ambitious brand today is no longer how far it can expand. The question is whether the idea that created it is capable of expanding with it.

This question has become increasingly relevant as many luxury houses, hospitality groups and lifestyle brands move far beyond their original purpose.