Creating an Ecosystem Fuelled by Engagement and Experiences: Akash Sheth, Luxury Lifestyle Weekend
by Shantanu Jain Entertainment | January 3, 2018 | News
Magnanimous Group Luxury Lifestyle Weekend
The global luxury market exceeded €1 trillion in 2016 and is fast gaining traction in 2018 as well. Similarly, India’s luxury consumer base is steadily expanding with tier-II and III cities in tow. Thriving on the opportunity, Magnanimous Group is set to launch Luxury Lifestyle Weekend (LLW) in March 2018, a one-of-a-kind luxurious showcase with bespoke, interactive experiences.
Slated to be held from March 9 – 11, 2018, the Luxury Lifestyle Weekend is expected to engage over 30,000 people as over 100 Indian and international luxury brands will set up bespoke pop-up experiences at this platform which will be hosted at Reliance Jio Garden, Bandra Kurla Complex.
In an exclusive conversation with EVENTFAQS, Akash Sheth- Managing Director of Magnanimous Group and Founder - Luxury Lifestyle Weekend talks about the concept of the property and what audiences can expect from it.
How was the idea of creating a platform for Luxury Lifestyle Weekend conceptualised?
The concept of Luxury Lifestyle Weekend was conceived in 2011-12. By then, we had already worked with some of the world’s most coveted luxury brands to introduce them to new, young consumers in India through curated experiences.
Over the last few years, we have seen the Indian consumer become more discerning. From purchasing luxury as a ‘status symbol’ to now wanting to understand the story behind a product, the market looks at the segment as a way of embracing a richer, international lifestyle. Luxury brands too have evolved from ‘exclusive’ to more ‘participative’.
The idea behind Luxury Lifestyle Weekend was to create a platform that would go past the product and allow both ends of the supply-demand spectrum to engage with each other. The aim is to create a dynamic ecosystem fuelled by engagement and experiences.
Our benchmarks were annual calendar events like the Basel and SIHH watch shows, Monaco Yacht Show and Masterpiece London.
What are some of the brands that the audiences can expect at the festival?
Abu Jaani & Sandeep Khosla, Atout France, Audi, Axor, Bentley, Bobbi Brown, Bovet, Christie’s, Du Rhone, Estée Lauder, Fendi Casa, Ferrari, Forest Essentials, Forevermark, Franck Muller, H. Moser, Heeramaneck, Hublot, Isaia, IWC, Jo Malone, John Lobb, Johnnie Walker Journeys, Kiton, Klove, Le Mill, Lincoln Square, Moët & Chandon, Nature Morte, One & Only, Ralph Lauren Home, Rolls Royce, Shantanu & Nikhil, Sofitel, Sotheby’s Realty, Tea Box, The Trump Towers, The World Towers, and YokuMoku are a few of the brands that will be present at LLF. We are expecting to close another 40 brands very soon.
What differentiates LLW from other luxury expo's that we have seen so far in the country?
As an emerging market for modern luxury, India has seen many conversations amongst industry-players, but never an interaction that equally involves the consumer – existing or potential. Most luxury brands have already skimmed the top layer of the market and have an implicit desire to reach out to a newer, latent demand.
Participation in LLW would provide these brands the chance to map the appetite of the consumers for their offerings and understand their specific preferences. For the consumer, the LLW experiential format and brand storytelling will be immersive and interesting rather than the conventional sales pitch.
Will entertainment be a part of this event? If yes, what will it entail?
The programming will be curated to retain the conversation towards addressing the business of luxury. Every touch-point, be it a runway show or pop-up restaurants will be to convey the DNA of our partner brands. The LLW cafe with bespoke menus will be an interesting experience to look forward to at the LLW weekend.
Will the event be a ticketed property?
Given the scale of the offering, we will be working with different routes to welcome visitors to the Weekend. We expect about 30% of our visitors to come in through registrations via our ticketing partner and the rest will largely comprise of an invite-only audience.
The global luxury market exceeded €1 trillion in 2016 and is fast gaining traction in 2017.