Building a new kind of luxury powerhouse
New strategic narratives for a changing luxury landscape
The luxury sector is being reshaped by forces far bigger than product. The brief for brands now includes new markets, new technologies and new definitions of value.
Cultural and market shifts are creating powerhouse luxury hubs in regions like the Middle East. The convergence of wellness, science and hospitality is redefining premium lifestyles. Immersive technologies and AI are unlocking entirely new frontiers for customer experience and brand expression.
At the same time, a new generation of high-net-worth consumers are seeking meaning, purpose and transformation from their investments. Luxury is no longer just about what you own, but about who you want to become.
Together Group needed to demonstrate a cohesive, forward-looking perspective, and secondly, to create a strategic platform to engage senior contacts and unlock growth across its agencies.
The Rise of The Branded Residence Report, 2026, Clinique La Prairie Health Resort at AMAALA, Saudi Arabia
The Longevity Effect Report, 2026, Othership, US
Turning foresight into a strategic thought-leadership platform
Working closely with the CEO and key figures across the group, we developed the flagship New Codes of Luxury series, a multi-edition forecast that distils the mindsets and movements shaping the sector.
Built on a foundation of proprietary Future:Poll™ surveys, primary research in key markets like Saudi Arabia, and insights from industry-leading experts, the reports help Together Group demonstrate its expertise, align its agency capabilities and lead senior-level conversations.
Our process spans multiple categories – from wellness and technology to hospitality and retail – to identify the most resonant and commercially relevant shifts. This has uncovered key movements such as Saudi Arabia’s future-forward luxury landscape, the rise of transformational luxury in longevity and wellbeing, the impact of AI and emerging tech on hospitality, and the rise of branded residences.
The resulting IP serves as an engine for business development, creating a rich, insightful and media-ready platform that reinforces Together Group’s role at the forefront of luxury innovation.
New Codes of Luxury in Saudi Arabia report, 2024, Ithra Culture Center by Saudi Aramco, Dhahran, Saudi Arabia- Photography by Ahmad Alnaji
‘Our ambition has always been to build the world’s leading luxury communications group by helping brands anticipate what’s next, not simply respond to what’s happening now. The New Codes of Luxury has become a defining expression of that ambition. Together with The Future Laboratory, we’ve created an influential platform that combines strategic foresight with practical insight, enabling us to lead conversations across the luxury sector while creating tangible commercial opportunities for our agencies and clients alike.’
Dr Christian Kurtzke, CEO, Together Group
A long-term partnership driving commercial and cross-sector authority
The New Codes of Luxury series has become a key pillar of Together Group’s growth strategy. Stewarded in partnership with the CEO, it has been activated across global media, client engagement and business development channels, consistently delivering:
- A powerful business development tool, engaging more than 10k senior contacts and supporting new business conversations in priority markets
- Sustained, high-profile media traction, generating over 300 mentions, a 4.5m reach and £200k in publicity value, with coverage in Vogue, The Telegraph, Financial Times, Dezeen, The Business of Fashion, WWD and Jing Daily, among other tier-one publications
- Elevated brand authority and a unified market position for the group and its collective of agencies
- A long-term strategic platform for navigating the future of the luxury landscape
The work has provided a sustained brand uplift for the Group, cementing its reputation as a strategic partner capable not only of navigating the future of luxury, but also of actively shaping it.
Longevity & Wellbeing Strategies, 2025, AI Imagery by The Future Laboratory