New Premium

We were asked recently to define New Premium, and we used this picture: New Premium is about blending; products and brands that seamlessly fit into our lives.

Whilst luxury brands used to play with our aspirations for dream lands and fairy tales, luxury today enlightens, improves and decorates our daily life.

“Premiumization” is no longer about making us feel elevated, it’s about making us feel cheerful.

A&P.