As the NEOM giga project develops in Saudi Arabia, we were trusted to help position it in the global luxury market across yachting, real estate, hotels, and experiences. How? By developing a research project that provided rich and reliable data across the relevant sectors.

We kicked off the project with a qualitative mapping phase, developing a broad, data-led, attitudinal, and geographical picture of the ultra-high-net-worth individuals and billionaires likely to have an invested interest in NEOM.

Beyond this, we led several specialist interviews to gather detailed insights into the broad demands of ultra-high-net-worth audiences, how they differ from less affluent high-net-worth segments, and how their passions impact their behaviours.

Despite these audiences being notoriously hard to reach, we gave the project’s key stakeholders unrivalled insights into the nuances of how they spend on various leisure products and services in order to inform where investment and focus is needed in the project.

Luxury fashion house

Aiming to immerse guests – 350 global employees of the brand – in the world of a luxury fashion house over this two-day event, we strategised an itinerary that paired workshop sessions with plenary and evening social activities.

We curated every aspect of the two-day programme, working with a luxury fashion house to ideate the workshop content and designing and producing each event. We transformed the ballroom and conference rooms of the Park Hyatt Hotel into a luxury fashion house world, expressing the allure of the brand. The closing party was in The Palm Garden, featuring a modern Arabian Nights theme with a DJ, calligraphy station, and shisha lounge.

Tasked with engaging Selfridges’ VIP clients through concierge services and loyalty experiences, we put together a programme which identified key moments for increased VIP treatment and opportunities to introduce our member base to the brand through activities, experiences, and key shopping moments.

Not only did we increase brand loyalty among Selfridges’ VIP clients through value and frequency, but we also increased the brand’s new client acquisition in the process.

De Beers wanted to gain an understanding of the motivations, needs, and desires within the over five-carat diamond market. So, our customer research initiative comprised both quantitative analysis and qualitative one-to-one interviews with members matching the target demographic.

Having collated our cumulative findings across lifestyle, behavioural, and category insights and unearthed new imperatives for the brand and business, our report offered authentic and actionable recommendations for the brand and business – from market sizing insight and go-to-market strategies to brand perception and communications opportunities.

Iconic luxury shopping destination, Beverly Center, contacted us to redefine its consumer experience during a major renovation. Eager to outshine the competition, the management sought our expertise to craft an avant-garde strategy that simultaneously catered to the city's influential cultural tastemakers and stylists and unveiled exclusive VIP memberships, experiential events, top-tier rewards, and loyalty programs. The result? A reborn Beverly Center, where luxury meets lifestyle, drawing in the city's creative elite.

To establish Hennessy Paradis Impérial as the cognac of choice among ultra-high-net-worth customers, we leveraged our unrivalled audience insight and understanding to develop a strategic framework of layered, immersive activations, and passion point-based experiences. ​

By creating over 100 touch points with the target audience, the programme introduced the brand to new communities whilst increasing VIC client retention and resulting in greater brand awareness, deeper brand affinity, and product sales across the rare cognac collection.

A brand-new UHNW destination in the UAE tasked us with imagining the future needs of its audience and developing real estate concepts for 2035 and beyond. We kicked off the project with quantitative mapping and developing a data-led, attitudinal, and geographical picture of UHNWs likely to be interested in this dynamic new destination. These insights were translated into a compelling city vision and six innovative real-estate concepts to support the development of the project and contribute to its growth.