What happened to luxury? The values of the high-end traveler have shifted. She expects attention to detail, immersive experiences, and an atmosphere of subtlety and refinement. Standardized opulence has effectively given way to the personalization of a unique brand identity.
2x4 partnered with St. Regis to analyze how luxury has transformed over the lifetime of the brand. We interviewed key partners and stakeholders, and evaluated shifting trends in the luxury hotel stay. Our research led us to create the new brand position and identity design system for the global brand.