Bugatti’s Legacy Shines at the Luxury Summit, Château Saint Jean

Situated within the grand premises of the Château Saint Jean in Molsheim, which is historically associated with Bugatti, the event titled the “Luxury Summit” was meticulously orchestrated. The summit was conceived as a dynamic platform to not only delve into prevailing trends but also to collectively chart the course of the luxury sector. Esteemed attendees comprised distinguished luxury authorities who had published extensively in the field and CEOs at the helms of renowned luxury brands. This assembly convened within the Château, a property once acquired by Ettore Bugatti to cater to his esteemed clientele and VIPs. Their purpose was to enlighten an audience of international lifestyle media professionals regarding the future trajectory of luxury. This objective was achieved through a series of keynote addresses, panel dialogues, and an interactive workshop.

The event’s compere and host was Rebecca Robins, a noted author and preeminent authority in branding, luxury, and culture. Robins, who boasts a storied history of collaboration with some of the world’s most prominent luxury establishments, seamlessly guided the proceedings of the day.

Professor Ashok Som commenced the summit with his inaugural keynote titled “Structural Changes in Luxury.” He dissected the profound impact of the COVID-19 pandemic on consumer attitudes, emphasizing the imperative for luxury brands to adapt. The lecture underscored the accelerated evolution of consumer-brand interactions in the digital realm, necessitating businesses to reimagine their retail pathways and foster an immersive and distinctive multi-channel experience.

Subsequently, a panel conversation named “Retail and Hospitality 3.0: Redefining Customer Experience” was led by Nathalie Remy, a Partner at Bain & Company, along with Vincent Billiard, the Managing Director of Hôtel de Crillon, A Rosewood Hotel, and Henri Foucaud, Co-Founder of Hapticmedia. This panel further explored the notions raised by Professor Som, dissecting the factors that characterize a luxury experience in retail and hospitality. The panel concluded that seamlessness remains pivotal, advocating for seamless and harmonious transitions between various channels, geographic boundaries, and customer touchpoints while ensuring each interaction remains inherently unique.

The subsequent panel, titled “Tech as an Ultimate Customer Relationship Enabler,” delved into how emerging technologies and digital tools augment the luxury experience. Panelists including Stefano Rosso, Chairman of Maison Margiela and CEO of BVX (OTB Group), Daniela Ott, General Secretary at the Aura Blockchain Consortium, Tony Pinville, a PhD holder in Artificial Intelligence, and Ali Walker, Chief Creative Officer for Asprey Studio, explored the capacity of digital interfaces to engender “luxury” experiences. This included the creation of exclusive members’ club atmospheres and the bridging of digital and physical worlds, as exemplified by Asprey NFT owners enjoying exclusive events and personalized gifts.

The final panel discussion of the day, titled “Sustainability: The Circular Economy of Luxury,” featured contributions from Mate Rimac, CEO of Bugatti Rimac, Daniela Ott, and Manuel Mallen, CEO of Courbet. The panel delved into the integration of sustainability within the contemporary luxury landscape, examining the adoption of eco-friendly materials, product traceability, and the role of technology in enabling sustainable practices.

Antecedent to the day’s concluding keynote addresses, PD Dr. Dr. Dominik Duscher, a specialist in Regenerative Medicine, led a workshop focused on “Longevity: Health is the Real Luxury.” This session interactively engaged participants in discussions surrounding cellular health and longevity, challenging conventional notions about the malleability of genetics and the profound influence of lifestyle changes.

The responsibility of encapsulating the day’s insights fell upon the final keynote speaker, Dr. Hannes Gurzki, an erudite Luxury Expert and Researcher. Gurzki’s closing remarks set forth the timeless parameters that define a luxury brand. He posited that regardless of the seismic technological shifts to come, a luxury brand must embody attributes of rarity, growth, innovation, heritage, physicality, global presence, and a data-driven yet human-centered approach. Gurzki emphasized that in an era of efficiency-driven AI, it’s the human nuances that lend exclusivity and distinction to luxury experiences and products.

Continuing into the evening, the event unfolded in a celebratory manner. The day’s endeavors culminated in an al fresco apéritif, offering a magical moment synonymous with Bugatti’s essence. The evening’s highlight was a live sketching demonstration by Jascha Straub, Bugatti’s Lead Designer for Sur Mesure, followed by the enigmatic unveiling of the Chiron Super Sport1 ‘Golden Era’. This bespoke automotive masterpiece, a symbol of the pinnacle of personalization, melded heritage with contemporary craftsmanship and engineering. The attendees later gathered at the Atelier for an intimate fine dining experience curated by Paul Stradner, Chef of the esteemed two-Michelin-star restaurant, Lalique, Villa René Lalique. The menu seamlessly blended modern French gastronomy with global influences, encapsulating the spirit of the occasion—intimate, extraordinary, sustainable, traceable, and exclusive.

As the definition of luxury undergoes transformative shifts in a swiftly evolving industry, the “Luxury Summit hosted by Bugatti” not only kindled critical discourse but also posed inquiries concerning the forthcoming chapter in the realm of luxury excellence. These emerging trends and concepts will be further dissected and explored in the subsequent editions of the “Luxury Summit hosted by Bugatti”.

Agenda for the “Luxury Summit hosted by Bugatti”:

• Opening Keynote:
  • Topic: Structural Changes in Luxury
  • Speaker: Prof. Ashok Som, Founding Associate Dean of Global MBA Program at ESSEC Business School
• Panel Discussion: Retail & Hospitality 3.0 – Redefining Customer Experience

• Moderator: Nathalie Remy, Partner at Bain & Company
• Panelists:
  • Vincent Billiard, Managing Director of Hôtel de Crillon, A Rosewood Hotel
  • Henri Foucaud, CEO and Co-Founder of Hapticmedia
• Panel Discussion: Tech as an Ultimate Customer Relationship Enabler

• Moderator: Stefano Rosso, Maison Margiela Chairman and CEO of BVX (OTB Group)
• Panelists:
  • Daniela Ott, General Secretary at Aura Blockchain Consortium
  • Tony Pinville, PhD in Artificial Intelligence
  • Ali Walker, Chief Creative Officer at Asprey Studio
• Panel Discussion: Sustainability – The Circular Luxury Economy

• Moderator: Mate Rimac, CEO of Bugatti Rimac
• Panelists:
  • Daniela Ott, General Secretary at Aura Blockchain Consortium
  • Manuel Mallen, CEO and Co-Founder of Courbet
• Workshop: Longevity – Health as the True Luxury
• Facilitator: PD Dr. Dr. Dominik Duscher, Regenerative Medicine Specialist
• Closing Keynote:

• Topic: The Future of Luxury
• Speaker: Dr. Hannes Gurzki, Luxury Expert and Researcher