Luxury Needs More Than Just a Scroll – It Needs to Be Lived
Feature by Moriarty Events
With a 78% client return rate, Moriarty has become the quiet architect behind some of the most impactful experiences in the industry, blending intimacy, precision, and strategy to turn moments into measurable brand equity.
0.7 seconds. That’s how long the average Instagram user lingers before scrolling on. In contrast, the power of a live experience endures long after the moment. It’s no surprise that brands are now allocating up to half of their marketing budgets to experiential efforts, recognising that nothing rivals the depth of connection forged in person.
The numbers are compelling: 91% of guests leave an event feeling more positive about a brand, 85% are more likely to purchase, and 70% go on to become repeat customers. And the ripple effect is vast - 98% of attendees create content during events, with 96% of millennials sharing it instantly, turning private moments into powerful organic reach. In other words: where a scroll is fleeting, an experience is lived, remembered, and multiplied.
Bucherer x Rolex x St Pauls Cathedral
Recent Work That Cut Through
Lake Lucerne Takeover: Four day take-over of five Star Bürgenstock Hotel for a Private Equity firm, complete with a private Alain Ducasse dinner, AI Keynote speakers headlined by Geoffrey Hinton.
St Paul’s Cathedral First: Bucherer x Rolex. 150-guest flagship — the venue’s inaugural brand event.
Wimbledon Series: High-touch hospitality with Jaguar Land Rover and Chase Travel.
Cliveden House Returns: Where heritage storytelling meets UHNWI wealth engagement.
Impact: 78% of clients return — not for the spectacle, but for the strategy behind it.
Why It Matters
Luxury is evolving. Pretty parties aren’t enough. Moriarty is pioneering a data-driven approach to experience - ROI tracking, and real-world analytics alongside flawless delivery. The result? Events that don’t just dazzle, but deepen loyalty and drive growth.
We interviewed Georgina (George) Griffith Jones, Moriarty’s Founder, on the future of luxury and the movement within the industry. What might happen if brands did not invest in live marketing and events.
Shifts in Luxury
Q. Luxury experiences are evolving fast. From your perspective, what’s driving the biggest change in how brands need to engage their audiences today.
A: The real shift is the expectation of significant moment and layered touch points to uphold brands that are timeless. A scattering of small gatherings no longer cuts through. Audiences are invited to countless occasions, so it must feel major. Bucherer with Rolex demonstrates the power of this approach. Their St Paul’s event was an unforgettable, money-can’t-buy moment that conveyed to every guest just how much they were valued. That is what the brand stands for.
It is also about extending the life of an event beyond the room itself, ensuring the audience feels considered at each stage – allowing the spirit to live on far past the event.
Attention & Intimacy
Q: You’ve spoken about intimacy cutting through the noise - what does intimacy look like in the context of a global luxury event?
A: In a world of too much noise, it’s the details that really matter. It’s far better to craft less in favour of crafting beautifully. It’s about creating spaces that feel personal, even on a world stage. With Jaguar Land Rover, for example, we hosted small groups within their Wimbledon VIP programme. Each guest was individually profiled, their flight times managed with details down to their shoe size - and of course the guests were carefully considered, so the experience felt like a private invitation despite being part of a global campaign. That level of attention builds trust and ensures the brand’s message comes across with clarity and certainty, even against the scale of Wimbledon.
Data & Creativity
Q. Moriarty blends data insights with high-touch experiences. How do you balance creativity with the need for measurable results?
A: Data is not the opposite of creativity, it’s what allows creativity to thrive and to zoom the focus in on the most valuable areas of the event. For every event we conclude with an event debrief and a clear report on return. For Hg Capital, we broke down the major elements of the event into five categories and played out their value, a complete analysis - which allowed the client to have clarity on the implications of their spend and where we could retract / add creativity for future.
The event had culinary collaborations such as 21 Michelin star chef Alain Ducasse. The annual numbers prove value, but it is the creative detail, the unexpected touch to represent the brand identity, and the exceptional quality of delivery that generate those results.
Defining Impact
Q. You measure success not just in moments, but in long-term brand equity. How do you know when an event has truly delivered?
A: Retainers are one of the strongest measures. When clients choose to return year after year, it shows we are driving their growth. Our repeat business rate is 78 percent, which proves we are only as good as our last event. Bucherer has been with us since 2019, and the work has continued to build, with the Rolex event at St Paul’s as a clear high point this year. We also rely on direct feedback from brands and their guests. Where it becomes difficult is in access to sales data. If more clients shared this, it would transform how our industry demonstrates value. For now, loyalty, renewal, and strengthened relationships remain the clearest signals of success.
What’s Next?
Expect Moriarty to continue challenging the conventions of luxury engagement. LCC are proud to partner with Moriarty for the third year in row for the Leaders Forum at the Rosewood this year. Not only are the providing the event production, but they are LCC’s recommended Events Agency - The team will be present and connecting with LCC members.
Sharing where intimacy, clarity, and precision storytelling can take brands next.
Hublot x World Cup Final
Discover more: www.moriartyevents.com
Connect on LinkedIn with Georgina: Georgina Griffith-Jones, Founder.