Luxury Experiences in 2026: A World Entered, Not Observed
Feature by Moriarty Events
Luxury has long been defined by objects. Today, it is defined by moments. What clients seek now is not scale or spectacle, but meaning. They want to feel welcomed into a brand’s world, to recognise themselves within it, and to feel genuinely included. Whether that expression is expansive or deliberately intimate, its impact can be equally powerful. The investment, of course, remains.
Much of our work lives quietly in this space. Quiet luxury is what our clients at Jaguar Land Rover are pursuing, and it is reflected in how we operate. We work with the top one percent of the one percent, walking alongside brands as they consider their most valued clients and ask these simple questions: how do we thank them in a way that feels thoughtful, personal, and true to who we are? And when guests leave, what do we want them to carry with them?
A recent example was a holiday moment created for Prada. Rather than a seasonal dinner or product reveal, the brand chose intimacy. A small circle of top clients were invited to an evening shaped entirely around them. Cultural performers were flown in from Milan, and the programme became a private expression of the brand’s roots. Nothing was repeated. Nothing was templated. It existed once, for those guests alone, and then it was gone. The delivery - and the detail behind it - had to be exquisite.
The same instinct shaped our work with Jaguar Land Rover during Wimbledon. For global media, brand partners, and talent, the brief was never simply access to the tournament. It was about creating a sense of belonging around it. The experience needed to feel composed and effortless, aligned with the brand’s values, and offer a way to enjoy Wimbledon that felt personal rather than transactional.
That idea of immersion also informed our work with Chase Bank, where we took over an entire house for the tournament. Guests were not positioned as spectators looking in; they were placed inside the world of Wimbledon itself, living the rhythm of the fortnight through the setting, the hosting, and the detail. The experience shifted from observing a cultural moment to inhabiting it.
We see the same sensibility at play on a larger stage. For a recent fashion show, Louis Vuitton built a house - not a backdrop, but a structure with emotional weight. It invited guests to step inside the brand’s imagination, rather than observe it from a seat.
What connects these projects is restraint. Today, experiences resonate most when they feel considered rather than loud. When they respect the guest’s time. When they reveal something honest about a brand and invite people in.
This is where we spend our time: helping brands move beyond invitations and itineraries, and into experiences remembered not for their scale, but for how they made people feel.
George Griffith-Jones, Founder, Moriarty Events
Discover more: www.moriartyevents.com
Connect on LinkedIn with Georgina: Georgina Griffith-Jones, Founder.