Therefore, as the elite shoppers influence the soaring of the industry, brands have to shift from treating VIPs like big-spenders to recognising them as relationship and connection-driven partners whose expectations are far beyond just price tags.

With that, the hallmark of exclusivity in luxury has shifted from ownership to bespoke experience. High-net-worth clients or Very Important Clients (VICs) are now expecting personal service, technological finesse, emotional resonance, and theatre-like experience. Let’s dive into how major brands are redefining luxury now.

At house like Louis Vuitton, Chanel and Hermes, the clients are often set into a situation where they will be spending $200.000+ per year in order to enter the true VIP circle that gives them access to invitation-only events, personal concierge services and limited-edition exclusives. For newer and smaller clients, $30,000 annually may open the door of experiences. Whereas, Bulgari takes a more progressive way. It invites potential clients to elite events before they even make a purchase, based on future intent and value.

Invitation-Only & A-List Private Events

Brands are investing more in curated experiences that show their brand value.

• Cartier has been hosting top-tier clients’ mansion parties in New York at its 5th Avenue flagship’s adjacent mansion. In 2023, the label hosted a curated desert dinner near Dubai Mall with Luxury Hive, featuring gourmet cuisine, music, and a private salon. In 2020-21, Cartier shifted to exclusive, password-protected streaming events with live performances, champagne & caviar boxes, and previews of new pieces.

• Chaumet has held many invite-only haute jewellery showcases and multi-million-dollar events aimed to forge long-standing emotional bonds with elite clients.

• Chanel organised the “A Journey into Allure” private exhibit in Hong Kong in May 2023, spotlighting original designs of Gabrielle Chanel, Virginie Viard, and Karl Lagerfeld, restricted to top clients. The brand has also hosted VIP-only salons and private boutiques since 2022 in Asia. Another lavish evening by Chanel was in Las Vegas, named “Numéros Privés” soiree, with live music, dance performance, and previous on rare accessories and couture for elite clients.

• In early 2023, Chanel launched appointment-only ultra-exclusive boutiques for its VICs in Asia. These stores prioritise discretion and elite service, boosting the brand’s strategy to cater to ultra-high-spenders (who spend over $200,000/year). In June 2025, the brand released its new high jewelry collection called Reach for the Stars at an ultra-private event in a private temple, present in Kyoto, Japan, with a very small audience.

• Hermes has been hosting exclusive “Beyond the Walls” immersive dinners since 2015 for VICs, building storytelling, craftsmanship demonstration, and theatrical sinner around its artisanal heritage.

• Piaget celebrated its 150th anniversary with private galas in Abu Dhabi in 2024 for VIP clients.

• In May 2025, Bulgari hosted an invite-only fashion presentation, shared through its official YouTube channel, featuring high jewellery and a new Serpenti collection in a private space. This event, blended with runway and VIP hospitality, is only accessible to top-tier clients

Other brands like Tiffany & Co. and Loro Piana have rolled out private gala dinners, salons, and trunk shows for their top-tier clients.

Boutiques as Private Worlds

Luxury flagships are evolving into curated sanctuaries that blend cultural programming, private salons, and hospitality to deepen their emotional connection with VICs.

• In December 2018, Cartier launched “La Résidence,” a residential-style space above the Bond Street boutique in London, that includes a cocktail bar, boudoir-themed fitting rooms, and a kitchen for intimate dinners, masterclasses, and changing cultural exhibits.

• In April 2025, Bulgari introduced a new 3.500 sq ft flagship in Union Square, San Francisco, located in a 1908 building with two private salon rooms, Italian artworks, hand-blown chandeliers, and a sensorially rich interior. These spaces elevate VIP consultations.

• Louis Vuitton (Louis Vuitton Malletier) has collaborated with Studio Power to design VIP rooms in Omotesando, Tokyo with refreshments, custom furniture, and cultural content for elite clients, showcasing curated service and exclusivity. It also opened a private VIC salon at Jio Plaza, Mumbai in 2023 with Indian zardozi-embroidered panels, bespoke carpets, and domestically crafted furniture that blends cultural identity with brand luxury.

• In March 2022, Dior reopened its 10.000 sqm flagship with La Suite Dior, a luxury guest suite allowing 24/7 access to gallery space, restaurant, patisserie, and three rooftop gardens.

• Hermes has a spacious, high-end design and layout at its flagship boutique in Dubai Mall where it also features an exclusive bakery for VICs.

Phygital Integration

Luxury brands are turning physical spaces into tech-enhanced environments that resonate emotionally.

• Gucci featured gesture-controlled 50+ 4–5K resolution displays allowing clients to rewind, pause, play, and even request an item via hand gesture at its Via Montenapoleone flagship in Milan.
  Cartier has “Looking Glass” AR Ring Try-On, developed in partnership with Jolibrain and Blue Trail Software, that lets clients try on diamond rings in selected boutiques.

• Fendi has launched virtual appointments with a live styling session that enables clients to meet advisors through video from the virtual fitting rooms in-store.

• Burberry has introduced AR filters in its iOS app that let users superimpose Danny Sangra art onto real-world settings.

• FFFACE.ME has partnered with brands like Prada (AR mirror at Paris Opera that lets passersby instantly engage for Prada Paradoxe campaign (2023)) and Mugler (Mugler Angel Elixir (2023): AR stations in airports and malls that enable customers to virtually experience fragrance visuals).

White-Glove Personalisation Powered by Data

Leading brands are using CRM, data, and AI to anticipate VIP needs and deliver personalised experiences.

• Cartier has a Cartier Care program that enables clients to register their jewellery and watches online to unlock services such as extended warranties, maintenance reminders, and product customisation. Cartier Atelier in flagship stores offers customisation along with data-driven suggestions (“based on your purchases,...”).

• Hermes has deployed predictive analytics and AI across key touchpoints such as product usage, anniversaries, and birthdays to send tailored invitations like bespoke events and private previews via SMS, messengers, or email.

• LVMH Moët Hennessy - Louis Vuitton has created LVMH Data Lake, a centralised data platform that collects and analyses the data from various sources like CRM, IoT devices, social media, and e-commerce to offer contextualised and personalised services and content to its customers such as try-ons, live chats, curated recommendations, and online appointments.

• Shiseido uses data and analytics to develop customised and innovative solutions as products and services for its customers. These data and analytics are used to analyse customers’ skin conditions, lifestyles, and preferences as well as to offer personalised skincare formulations like Optune, the smart device that dispenses skincare formulas powered by real-life data.

Other brands such as Louis Vuitton (Louis Vuitton Malletier), Chanel, and Gucci have leveraged AI-powered predictive tools to identify their clients’ tastes to send style suggestions, pre-sale invites, and replenishment alerts based on their purchasing preferences and browsing patterns.

Cover image: Louis Vuitton (Louis Vuitton Malletier)'s VIP room in Omotesando, Tokyo, courtesy Tim Power Architects.