Claim OwnershipWhat The Luxe
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From the flawed masterminds at the heart of Matter Of Form, global leaders in Brand & Digital Experience, comes a series set on reframing luxury. With some strong – and mostly sound – opinions on the state of the sector, MOF CEO Anant Sharma and COO Fred Moore are debunking convention and conducting (occasionally) gracious debate surrounding what’s next with an enviable line-up of industry leaders.
56 Episodes
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What does it take to design pure desire? For over two decades, Marek Reichman, Chief Creative Officer at Aston Martin, has shaped some of the most iconic cars in history—from the One-77 hypercar to James Bond’s DB10. In this episode, he shares how Aston Martin became a “love brand,” why luxury is shifting from utility to emotion, and how sound, scent, and craft define the future of mobility. From London’s Routemaster bus to Miami apartments, Reichman’s vision extends far beyond the road. A rare look inside the creative mind driving tomorrow’s icons.
Hinesh Shah, General Manager of Diageo Luxury Company, shares how heritage spirits brands like Johnnie Walker and Don Julio are evolving for today's luxury consumer. Recorded in July 2025, Fred Moore explores with Hinesh why luxury spirits require a fundamentally different approach—from cultural partnerships with Live Nation and Perfect Moment to exclusive launches at Harrods. They discuss the surprising growth of tequila in the UK market, why premium rum could be the next category to break through, and Diageo's significant investment in the on-premise trade, adding over 40 staff focused solely on bars and restaurants.
Rafat Ali has spent thirteen years building Skift into travel's most respected publication by prioritising original thinking over scale. The founder who coined the term "overtourism" joins What The Luxe to discuss why mainstream media is becoming obsolete, how AI will transform travel's backend operations, and what authentic hospitality really means. From framing industries through language to raising resilient children in an on-demand world, Ali offers sharp insights on media, travel, and human connection.
How a former hedonist built a non-alcoholic brand that refuses to apologise for pleasure. From high-end party origins serving Kate Moss and royal wedding guests to building credibility through Michelin-starred restaurants, Imme Ermgassen shares the story of how Botivo, the non-alcoholic botanical aperitivo brand, is rewriting category rules through radical positioning and uncompromising craft. We talk their "Yellow Hour" ritual, the surprising demographics driving growth, the rise of "zebra striping," and why credibility beats awareness when launching into a cynical market. A masterclass in authentic brand building that prioritises pleasure over piety.
Alejandro Bataller, Managing Partner at SHA Wellness, tells of how a family health crisis in 2002 led to building one of the world's most comprehensive wellness brands. SHA's "proactive healthcare" philosophy challenges conventional medicine's reactive approach, focusing on healthspan over lifespan. With host Fred Moore, Alejandro explores the evolution of luxury wellness from sensorial experiences to data-driven longevity science, SHA's unique blend of lifestyle foundations with cutting-edge diagnostics, and how the brand maintains over 50% repeat clientele by positioning itself as a "lifelong longevity partner." From the challenges of opening during the 2008 financial crisis to expanding across Mexico and the Middle East, Alejandro reveals the mission-driven approach behind SHA's success. The goal isn't just adding years to life—but life to years.
Sven-Olof Lindblad on transitioning from CEO to co-chairman of Lindblad Expeditions, the evolution of adventure travel, and why conservation is a business investment rather than philanthropy. We explore the delicate balance of protecting remote destinations whilst providing access, the changing psychology of modern travellers, and how expedition travel became a vehicle for conservation through his partnership with National Geographic. A deep dive into building timeless experiences in the world's most extraordinary places, from the business of running ships that last fifty years to navigating major industry upheavals, including COVID-19's unprecedented impact that brought revenues to zero.
Ben Moncrieffe, Head of Strategic Foresight at Jaguar Land Rover, has an impossible job: making sense of chaos in an industry transforming at breakneck speed. From controversial rebrands to 57,000-person waiting lists for electric vehicles that haven't launched, his role isn't about crystal ball predictions but minimising surprise in a 44,000-person organisation. We explore how JLR reads signals where others see noise, why electrification anxiety is largely manufactured, and the strategic bet behind their luxury positioning. Ben reveals the expanding definition of modern luxury and why the automotive future lies in emotional innovation rather than autonomous offices on wheels.
Hugh Wahla's story reads like a modern parable about the hidden costs of conventional success. After building Urban Outfitters' European empire and revitalising The Conran Shop as CEO, executive burnout and panic attacks revealed what he calls "survival disguised as achievement." Through meditation, sobriety, and abandoning SMART goals for outrageous meta goals like learning to swim at 53, Hugh transformed from navigating life like a "speedboat dodging obstacles" to riding the "Orient Express"—where presence replaces performance anxiety and purpose trumps traditional metrics of success.
“Luxury is madness,” declares Alex Robertson, and he should know. With a career spanning Ogilvy, Dubai Tourism, Etihad and now Jumeirah, he’s spent years proving that the best hospitality experiences come from embracing that beautiful irrationality. Alex dismantles the tired luxury playbook. No corporate welcome rituals forced on jet-lagged families. No pretension masquerading as sophistication. Instead, Jumeirah delivers what Alex calls “joyful authenticity”—think doormen who remember your fist bump three years running, not because they’re programmed to, but because genuine warmth travels. We unpack Jumeirah’s ambitious plan to double its portfolio by 2030 while preserving what makes Arabian hospitality magnetic. Alex reveals why luxury hospitality has become the industry other sectors are studying, the tension between moving “ocean liners” and staying nimble, and his controversial take on what’s actually destroying the guest experience. From motorcycle philosophy to the psychology of paying a premium for experiences you can’t take home, this conversation cuts through industry noise to examine what happens when you refuse to commoditise wonder.
Growing up during Zimbabwe’s Bush War, Deborah Calmeyer moved to New York at 24 and built ROAR AFRICA from a side project to help her zoologist father into a leading luxury safari operator. Now she runs 200+ trips annually across a continent where geography comprehension and operational logistics challenge even seasoned travel companies. Our host Fred Moore examines Deborah’s business model, built from her unique perspective across multiple worlds—a childhood in the Zimbabwean countryside and decades living between the urbanity of New York and Cape Town. The conversation covers her operational philosophy of removing friction points, from hot espresso waiting on runways to managing complex multi-country itineraries through destinations like Botswana’s Okavango Delta (Deborah’s top recommendation). They discuss the economics of conservation tourism, high-value low-traffic models, and the measurable impact of COVID-19 on wildlife protection when tourism ceased. Deborah explains her deliberate strategy of building a predominantly female-led company in a traditionally male-dominated industry, the challenges of scaling supplier networks, and her private jet initiative connecting multiple destinations efficiently. An episode exploring market positioning, operational excellence, and how conviction-driven leadership can reshape entire industries.
From Wall Street to aviation boardrooms, some career pivots reveal more about leadership evolution than industry mechanics. Leona Qi’s journey from finance to becoming President of VistaJet US offers insights into navigating male-dominated sectors, building operational excellence, and redefining what executive presence looks like in luxury industries. With women representing less than 5% of aviation executives, Leona discusses the misconceptions about career paths in the sector, the importance of mentoring emerging female leaders, and her prediction that the next decade will see the greatest wealth transfer to women in history. She shares how Wall Street taught her to manage risk with imperfect information—a skill that translates beyond trading floors. The conversation explores her philosophy on long-term thinking in an instant-gratification world, why globalisation requires radical localisation, and the small details that signal understanding of different markets. Qi reflects on the privilege of witnessing customers’ journeys from startup funding rounds to IPO celebrations, and her vision for a future where female business leaders are simply called “business leaders.”
Anthony Costa has spent three decades at the pinnacle of luxury hospitality—from the Burj Al Arab to the flagship Mandarin Oriental in Hong Kong. Now Head of Hospitality and Lifestyle at Candy Capital, he's bringing world-class service to luxury residential living. In conversation with Anant Sharma, Anthony reveals how Japanese business culture shaped his leadership style, why he secretly flew Copenhagen's Noma restaurant to Tokyo for five weeks, and how he created a legendary pizza bar with just $49,990. We explore hospitality's evolution from his father's era of innkeepers to today's KPI-obsessed industry, why Anthony thinks five-star ratings need a complete reset, and how luxury has shifted from ostentatious displays to meaningful storytelling. He shares insights on leading across cultures, the irreplaceable human elements that AI can't replicate, and why recognition matters more than amenities.
Most sensible people don't leave a partnership at WATG to start over. But Clint Nagata isn't most people. He's built BLINK Design Group into a $30M+ business by doing the opposite of what luxury hospitality expects—local stone over Italian marble, restraint over ostentation, stories over spectacle. His Six Senses Kyoto channels centuries-old philosophy while his projects across Asia prove that the best luxury doesn't shout. But this isn't about zen minimalism or cultural tourism. It's about something more interesting: how to solve problems you can't articulate, why the journey matters more than the destination, and what happens when you design for the mood, not the moment. Clint talks about the strange intimacy of family vanity projects, why he wakes up at 4am with design solutions, and his prediction that luxury is becoming dangerously exclusive. Plus the uncomfortable truth about sustainability in hospitality and why his favourite project is always the next one. 50 trips a year. One philosophy: different but familiar. And proof that sometimes the most interesting work happens when you stop trying to impress people.
In this episode of What The Luxe, we sit down with Winston Chesterfield—founder of Barton and one of the most incisive minds in wealth intelligence and luxury brand consultancy. Together, we unpack the nuanced behaviours of high-net-worth individuals, and why understanding their motivations requires far more than just access. Winston argues for the enduring power of heritage and storytelling in luxury, cautions against AI-induced homogeneity, and challenges the notion that transparency is always a virtue. From the ‘engineered mystique’ of luxury to the ethical paradoxes of indulgence, this conversation offers rare insight into the psychology of value—and how the world’s most discerning audiences navigate it. Expect candid takes on category clichés, intelligent provocations around brand behaviour, and a potent reminder that luxury isn’t about price—it’s about perception.
While most of us anchor ourselves to addresses, Jessica Hoppe oversees something decidedly more fluid. As CEO of The World—the only privately-owned residential ship in constant motion—she manages a community of 300 residents who live aboard year-round, travelling to over 1,000 ports every three years. Unlike traditional cruising, this is residential life at sea—complete with private apartments, community governance, and the kind of social dynamics you'd expect when successful people choose to live together in a space that's always moving. Speaking to Anant Sharma in the global cruise capital of Miami, Florida, Jessica reveals the intricacies of planning itineraries two years in advance, how to manage floating democracy, and why some of the world’s most accomplished individuals have traded permanent addresses for permanent motion. Find out more about The World here.
George Broke, COO of The Soke, joins Fred Moore to discuss how mental healthcare is evolving beyond traditional clinical models toward a premium, hospitality-driven approach. From their unique client services team that acts as healthcare concierges to daily multidisciplinary meetings that ensure no practitioner works in isolation, George explains how The Soke is addressing the fragmented UK mental health landscape. The conversation explores the concerning rise in under-35 suicide rates, the shift from crisis-driven to preventative mental health approaches, and why George believes we're living through a crisis of safety rather than just mental health. We also delve into The Soke's international expansion strategy, the challenge of regulation and George's personal journey from banker to healthcare innovator.
Tom Barber, co-founder of Original Travel, joins special edition host Aditi Arora, Consultancy Director at Matter of Form, to discuss the evolution of luxury travel and the post-pandemic boom in three-generational trips that are reshaping how families experience the world together. From grandparents funding transformative journeys to parents seeking deeper connections with their children through travel, Tom explores why multi-generational adventures have become one of the industry's fastest-growing segments. We delve into the concept of "stealth learning"—subtly nurturing children's emerging interests through travel—and why Tom believes the best trips focus on transformation rather than just destination. Tom shares insights from 22 years in the industry, from the early Big Short Breaks offering to today's focus on authentic cultural immersion, responsible tourism, and creating experiences that genuinely change who you are rather than just where you've been. The conversation touches on combating over-tourism, the shift from Instagram-driven travel to emotion-focused journeys, and why Tom's own children have become his best travel critics and inspiration for family-focused offerings.
Few people know the luxury industry like David Arnold. With a career spanning Robb Report, Town & Country, and now his own strategic consultancy, David has seen the sector evolve from old-world elegance to today’s hyper-commercial, globalised stage. In conversation with Anant Sharma, he unpacks the tension between heritage and hype—from the decline of true artisanship to the rise of mass-market “luxury,” and what younger, more discerning audiences are really looking for. The two explore the risks of private equity, the challenge of sustaining identity at scale, and the slow re-emergence of authenticity, quality and craft.
Anant Sharma speaks with Celine Assimon, a seasoned luxury executive who has led brands like Cartier, Piaget, and De Beers London through both triumph and crisis. From navigating company bankruptcy to empowering teams across global markets, Celine shares the hard-won lessons of luxury leadership. Together, they explore what it really takes to build trust in high-stakes environments and the evolving expectations of today's luxury consumer. Celine opens up about the personal cost of executive life—including the realities of single parenthood at the C-suite level—and why she's learned to chase harmony instead of balance.
Anant Sharma speaks with Adelina Wong Ettelson, Global Head of Residences Marketing at Mandarin Oriental, about the shifting expectations of today’s luxury homeowner—and what it takes to translate a world-renowned hospitality brand into meaningful, livable spaces. With experience across Dior, Shanghai Tang, and now leading one of the most respected names in branded residences, Adelina shares her perspective on what buyers are really seeking: identity, integrity, service, and soul. The conversation explores the rise of lifestyle-led property, the pitfalls of brand overreach, and why trust and emotional resonance matter more than ever. As the branded residences market accelerates—with fashion houses, car marques, and hospitality giants all vying for relevance—Adelina argues that not every brand belongs in the home, exploring what makes a brand truly suited to residential living.
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