Eight Trends for Luxury Events in 2024 and Beyond
By Isabel Tapp, Founder of Luxury Communications Council, GCC Chapter
The past year has been one of flux for the luxury event industry. What started with a bang at the beginning of 2023, with a slew of flagship openings and blockbuster runway shows, has seen the year close on a quieter, more respectful note, with many brands opting for a more personalised approach. From smaller get-togethers to sustainable soirees, here are the luxury event trends that will define the coming year.
Intimate Affairs
Luxury brands are recognising the power of engaging on a personal level, with boutique events that create a sense of intimacy with their clientele. From fireside chats to tailored trunk shows in galleries, museums, and private penthouses, these small but perfectly organised events allow brands to form an authentic connection with their community.
Quiet Luxury
The trend towards ‘quiet luxury’ in the fashion world is informing the events industry, too. From muted hues and soft lighting to floral arrangements that feature dried flowers, pampas and grasses, neutral and natural is the palette du jour.
Respectful Engagements
Given the current world affairs, brands are shouting less on social media. Many have pulled back on social spend, influencer marketing campaigns and large-scale events, instead connecting with their most valuable customers via WhatsApp and other more personalised methods to share new releases and exclusive access to products and collections.
Sustainable Soirees
No longer a ‘nice to have’, sustainability has become a key factor in luxury events. The most eco-minded events are plastic-free zones, with menus that showcase local, sustainable, and organic ingredients. By keeping the guest list to a discerning minimum and planning effectively, organisers are also able to cut back much of the waste historically associated with the events industry.
Alfresco Celebrations
In the GCC, the cooler weather has heralded a return to outdoor entertaining, just in time for New Year’s Eve. For Dubai-based private chef Vanessa Bayma, her high-end clients are booking more in-villa events and yacht catering over the holiday season. When it comes to menu styles, Chef Bayma notes that grazing boards and pass-around canapés are the strong preference for outdoor events, as they allow guests to mingle freely without the structure of a sit-down dinner.
Inclusive Sips
The holiday season is synonymous with celebratory sips, but this year we’ve seen a seismic shift towards sophisticated zero- and low-alcohol options. Beyond your standard club soda, guests who are abstaining or cutting back for whatever reason now have an array of quality mocktails to choose from, including zero-alcohol spirits crafted here in the UAE.
Unchartered Territories
For brands that are looking to host a luxury event with serious wow-factor, planners are looking to off-the-beaten-path locations and unchartered territories. In the GCC, the deserts of Saudi Arabia are proving fertile grounds for showstopping events. Venues such as Banyan Tree AlUla offering captivating event spaces, with Bedouin barbecues and starlit celebrations backdropped by the spellbinding Ashar Valley.
High-Tech Encounters
Luxury brands are harnessing the power of AI in novel ways, says Karl Escritt, CEO of Like Digital & Partners, a digital transformation agency with offices in Dubai, London and Paris. From Moncler’s Genius AI campaign to live shopping at collection launches, AI allows for hyper-personalised experiences that bridge the gap between retail, events and entertainment.