MERCEDES-BENZ

NEXT LUXURY

STAYING AHEAD OF A CHANGING LUXURY MARKET

AS U.S. SOCIETY AND CULTURE EVOLVE, THE DEFINITION OF LUXURY IS UNDERGOING A RAPID TRANSFORMATION. what will it mean to think and act like a luxury brand in the future?

SCOPE OF WORK

  1. Understand how the luxury market is evolving in the U.S.

  2. Co-create a strategic framework that enables global alignment around a shared luxury concept

  3. Generate compelling and actionable tools to communicate the Next Luxury concept throughout Mercedes-Benz

PROJECT ACTIVITIES

  • Desk research

  • Three luxury market immersions (NY, LA, SF)

  • Expert interviews

  • Affluent consumer interviews

  • Strategic framework & design principles

  • Consumer archetype visualization

  • Video production

  • Activation workshops

OUTPUT

  • A conceptual framework for Next Luxury

  • Research insights articulated as creative principles

  • New consumer archetypes

  • Emotionally-charged visualization video