{"id":195794,"date":"2026-04-30T07:00:22","date_gmt":"2026-04-30T05:00:22","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=195794"},"modified":"2026-04-30T00:59:07","modified_gmt":"2026-04-29T22:59:07","slug":"column-beyond-the-purchase-the-house-when-luxury-houses-rediscover-the-art-of-hospitality","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/column-beyond-the-purchase-the-house-when-luxury-houses-rediscover-the-art-of-hospitality\/","title":{"rendered":"[COLUMN] Beyond the Purchase: The House. When Luxury Houses Rediscover the Art of Hospitality"},"content":{"rendered":"

For a long time, the boutique was the sole domain of the major luxury houses. A space designed for sales\u2014aesthetic, controlled, and organized. Then, a shift took place. Brands realized that a customer who spends 50,000, 100,000, or even several hundred thousand euros a year expects more than just a drink service or a private lounge.<\/h4>\n

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From transactional to relational: the strategic shift<\/h3>\n

 <\/p>\n

Since 2023, it is experiences\u2014and no longer just products\u2014that are driving growth in the luxury sector.<\/b> Published in 2025 by the trend forecasting firm NellyRodi, the Intangible Luxury study documents this shift toward hospitality and culture<\/b>. This space attracts VIC<\/b> (Very Important Client) customers in search of exclusive experiences. According to Bain & Company, the top 2% of high-spending customers account for 40% of global luxury purchases<\/b>. These ultra-wealthy individuals want moments crafted just for them<\/b>. The House is no longer a place where one shops; it is a place to which one belongs.<\/b><\/p>\n

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The AP House: The Pioneer and the Gold Standard<\/h2>\n

 <\/p>\n

Audemars Piguet was one of the first to conceptualize this idea.<\/b> The AP House<\/b> is a collector\u2019s apartment; people come in to have a drink, play pool, or listen to vinyl. The act of purchasing is secondary there, almost invisible. This strategy has paid off: Audemars Piguet now generates a significant portion of its revenue<\/b> in these spaces where the customer feels like a \u201cguest\u201d rather than a buyer. The success of the AP House in London, right in the heart of Mayfair<\/b>, has proven the model\u2019s effectiveness.<\/p>\n

 <\/p>\n

\"AP
AP House London \u00a9<\/span> Audemars Piguet<\/figcaption><\/figure>\n

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Watchmaking and the automotive industry: the club experience<\/h2>\n

 <\/p>\n

Vacheron Constantin has launched the \u201cClub 1755\u201d<\/b>, a meeting place for collectors. For their part, Richard Mille and Cartier<\/b> (with La R\u00e9sidence) use these spaces to tell their technical or artistic stories far from the commercial hustle and bustle.<\/p>\n

 <\/p>\n

\"stefano
The R\u00e9sidence Cartier \u00a9<\/span> Cartier<\/figcaption><\/figure>\n

 <\/p>\n

In the automotive<\/b> sector, Range Rover<\/b> is rolling out its \u201cRange Rover Houses\u201d in ultra-exclusive vacation destinations<\/b> (Courchevel, Monterey, Saint-Tropez). Rolls-Royce<\/b> has opened its \u201cPrivate Offices<\/b>\u201d in Dubai and Shanghai to allow clients to configure their cars with the brand\u2019s designers in a private club setting.<\/p>\n

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\"range
Range Rover House Meg\u00e8ve \u00a9<\/span> Range Rover<\/figcaption><\/figure>\n

 <\/p>\n

The proliferation of formats: from the Villa to the Residence<\/h2>\n

 <\/p>\n

Each House now offers its own interpretation of hospitality.<\/p>\n

 <\/p>\n

\"Villa
Villa Bagatelle in Cannes<\/figcaption><\/figure>\n

 <\/p>\n

As the leader in luxury, the LVMH<\/b> group is expanding its portfolio of exceptional venues. The Villa Bagatelle<\/b> in Cannes and the Maison LVMH in Saint-Tropez<\/b> are spaces dedicated purely to hospitality. Louis Vuitton has also developed its \u201cSavoir-R\u00eaver\u201d salons, private apartments where trunks and fine jewelry are showcased. Dior, the group\u2019s flagship fashion house, has developed the Dior Gold House in Bangkok and its private suites at 30 Montaigne. These latest initiatives allow the brand to blend heritage, gastronomy, and high-end retail.<\/p>\n

 <\/p>\n

\"dior
Dior Suite 30Montaigne\u00a0 \u00a9<\/span> Pierre Mouton\/Dior<\/figcaption><\/figure>\n

 <\/p>\n

As for its rival Kering, Gucci<\/b> has launched the \u201cGucci Salon\u201d concept. A format aimed at the very top of the pyramid: Access is by appointment only for unique pieces and advanced customization services.<\/p>\n

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Another major player in the sector, Chanel<\/b> has opened boutiques in Asia dedicated exclusively to VIPs, spaces closed to the public to ensure total discretion.<\/p>\n

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Hospitality as a New Lever of Desirability<\/h2>\n

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These spaces address a need to disconnect<\/b>. Brunello Cucinelli<\/b>, with his \u201cCasa Cucinelli,\u201d recreates the atmosphere of his village of Solomeo all over the world. People dine there and discuss philosophy.<\/p>\n

 <\/p>\n

\"Casa
Casa Cucinelli New York \u00a9 <\/span>Brunello Cucinelli<\/figcaption><\/figure>\n

 <\/p>\n

Omega<\/b> has masterfully leveraged this approach with its \u201cOmega Houses\u201d during the Olympic Games, transforming sports sponsorship into an exclusive social event. The challenge is to create a coherent brand \u201cbubble.\u201d<\/p>\n

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The ROI of the Intangible<\/h2>\n

 <\/p>\n

Investing in a House is a significant undertaking<\/b> (prime locations, top-tier hospitality staff), but the return on investment is real<\/b>. It is measured in \u201cShare of Wallet\u201d<\/b> (share of the customer\u2019s budget) but above all in emotional loyalty<\/b>. A customer who has spent an evening in a House is no longer just a consumer: they become an ambassador.<\/p>\n

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Toward total hybridization<\/h2>\n

 <\/p>\n

The future of Houses will involve an even stronger hybridization with art, gastronomy, and wellness.<\/b> We are already seeing brands like Herm\u00e8s or Cartier<\/b> transform certain floors of their flagship stores into true private cultural centers. The boundary between the boutique, the museum, and the home is blurring in favor of a single space: the brand\u2019s ecosystem.<\/p>\n

 <\/p>\n

\"Gucci
Gucci Salon Beverly Hills \u00a9<\/span> Gucci<\/figcaption><\/figure>\n

 <\/p>\n

Conclusion: The Price of Belonging<\/h2>\n

In 2026, the value of luxury no longer lies in the object alone, but in access.<\/b> The House is the ultimate tool of this access strategy. It proves that to sell better, one must sometimes stop trying to sell. The AP House paved the way: you never sell as well as when you first seek to welcome guests well. For the Houses, this marks the definitive shift from \u201cRetail\u201d to \u201cLifestyle\u201d.<\/p>\n

 <\/p>\n

\"Dior
Dior Gold House Bangkok \u00a9<\/span> Dior<\/figcaption><\/figure>\n

 <\/p>\n

Read more > [COLUMN] Traditional Luxury Houses Face a New Generation of Agile Brands<\/a><\/p>\n

 <\/p>\n

Featured photo: \u00a9 <\/span>Dior<\/p>\n","protected":false},"excerpt":{"rendered":"

For a long time, the boutique was the sole domain of the major luxury houses. A space designed for sales\u2014aesthetic, controlled, and organized. Then, a shift took place. Brands realized that a customer who spends 50,000, 100,000, or even several hundred thousand euros a year expects more than just a drink service or a private lounge.<\/p>\n","protected":false},"author":2644,"featured_media":195292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"%%post_title%% %%sep%% %%sitetitle%%","_seopress_titles_desc":"As the focus shifts back to the experience, the \u201cHouse\u201d is becoming the new format of choice for luxury brands, blending the feel of a boutique with that of a sanctuary.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"none","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[1964,5868],"tags":[23858,24784,23008],"class_list":["post-195794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","category-retail","tag-client-experience","tag-columns","tag-retail-en"],"_links":{"self":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/195794","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/users\/2644"}],"replies":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/comments?post=195794"}],"version-history":[{"count":9,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/195794\/revisions"}],"predecessor-version":[{"id":195828,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/posts\/195794\/revisions\/195828"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media\/195292"}],"wp:attachment":[{"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/media?parent=195794"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/categories?post=195794"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/luxus-plus.com\/en\/wp-json\/wp\/v2\/tags?post=195794"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}