Bentley’s latest Bentayga SUV is more environmentally friendly, faster, more comfortable

LUX Editor-in-Chief Darius Sanai discovers Bentley’s new, faster and more environmentally friendly Bentayga model revealed earlier this week

You, dear LUX reader, have a transport conundrum. Your driver is self-isolating, and you have a desperate need to transport yourself, your latest husband, two very long adolescent offspring, and a large number of Louis Vuitton suitcases, from the private aviation terminal at Nice airport to your villa above St Tropez. (The husband does not do helicopters).

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We are pleased to say that a solution is at hand, courtesy of British (well, British-based) automobile manufacturer Bentley and its new Bentayga SUV, announced this week.

You will naturally have been familiar with the existing Bentayga, which was pretty much the most luxurious way to transport a large family at frightening speed while taking up most of the Autoroute Provencale.

The new model is more environmentally friendly, faster, more comfortable and has more room in the rear for those ever-growing adolescents, or alternatively your long-legged late night companions home from La Voile Rouge and, crucially, it looks better: sleeker, and less huge.

Read more: Two of London’s best restaurants in our home

Apparently, it drives better also, thanks to a wider track between the wheels and various other improvements that we won’t go into here. The key point is that you will feel like les genoux de l’abeille (the bee’s knees) as you hand the keys to the voiturier at Les Caves. Now, where’s the alcohol-free Dom Perignon?

Discover more: bentleymotors.com

The apartments boast spectacular views over the square and the ocean

LUX travelled to Monaco for the opening of One Monte-Carlo, the swankiest residential and retail development, in the most expensive location in Europe.

Clear blue skies, champagne poured out of magnums at breakfast time, real fur aplenty, and new flagship stores for the likes of Louis Vuitton and Céline. It can only be Monte-Carlo, and to be precise, it can only be the opening of One Monte-Carlo, a staggeringly opulent new development in the very heart of the principality, incorporating 37 apartments and dozens of fashion and luxury stores in what a property developer would call an ultra prime location.

Prince Albert II,Princesse Charlene, Prince Hereditaire Jacques and Princesse Gabriella at the inauguration of One Monte Carlo

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You may know Casino Square from its starring role in the Monaco Formula One Grand Prix and various movies, or because you park your Ferrari F 512M there when you visit the casino; now in a field of architecture engineering, it also boasts this rather beautiful development, next to the Hotel de Paris, designed by (Lord) Richard Rogers in an organic and eco-friendly style, anchored almost physically by the new Vuitton flagship.

With architecture by Richard Rogers and interior design by Bruno Moinard, One Monte Carlo houses 37 luxury apartments and dozens of retail stores

The apartments themselves are designed by the estimable Bruno Moinard, who works closely with both LVMH Chairman Bernard Arnault and Kering founder Francois Pinault, personally. Interestingly, the apartments are only available for long-term rental not purchase. More than half have already been rented for the next 12 months, with some lucky residents paying more than €2 million a year. For les happy few, there is no better location in Monaco, or possibly Europe.

Darius Sanai

Louis Vuitton’s strategy to overcome consumer inertia is to develop products, such as this from their 2017 pre-fall collection, which stand out as one-offs

The nature of luxury is evolving fast. Producers and consumers should wise up to the emerging multi-level landscape and never forget the power of the right kind of celebrity, says our columnist Luca Solca

Luca Solca

True luxury is about projecting the impression, or even the illusion, of exclusivity. That is what luxury is about. If you can do that from an accessible price point and if you can do it at a very high standard, that is good enough to be true luxury. What it takes to maintain this perception of exclusivity is interesting, because nothing in the modern luxury industry is really exclusive. If it were exclusive, it wouldn’t be an industry. We are talking about businesses that have to grow fast, and growth is the exact opposite of exclusivity. And true luxury is very subjective. True luxury for Bill Gates is buying a set of Leonardo da Vinci drawings, true luxury for middle class consumers is buying a Hermès handbag – there are a million shades of difference between one definition and the other.

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This is what I have previously referred to as the megabrand bathtub: we have a big bathtub and the tub is producing new consumers coming into the megabrand market. New consumers, especially if they are rich, stay in the megabrand bathtub to the point that they realise that middle-class consumers buy the same brands that they do. Then they either trade up within those brands, or they trade up to more expensive brands that they perceive to be more exclusive.

This is also going to be compounded by what I call the category spend shift in which rich new consumers will go through various categories and at some point, they will have so many products in their wardrobes that they will start spending money on something else. Which leads to the discussion about experiences – going on exclusive holidays and sending their kids to universities in England or colleges in Switzerland, buying second homes and holiday houses and then buying planes to reach them.

Louis Vuitton Autumn/Winter 2017

I think as consumers get closer to what an established rich person does and is, then they tend to spend less on luxury goods products, not more. There is a fundamental misunderstanding that luxury is for the rich. Luxury goods products are for people who get richer. They go through a time when they splurge and they have to buy their products necessary to fill their wardrobes and then they go into replacement mode. I think that many Chinese consumers, many of whom were early adopters, have now moved into replacement mode already. The reason why we are all talking about the shift from gold to steel in watches, and lower entry price points, is because luxury goods today are predominantly relevant for middle-class consumers. The bulk of the new growth is coming from middle-class consumers who may have a lot of ambition and desire but only limited spending power. They buy cheaper and less exclusive products than their earlier peers. The consumption of luxury goods does always penetrate down a market from the top, though. You start with the richest consumers, then you work your way down to the middle class, which is where we are today in China.

Read next: President of LVMH watch brands Jean-Claude Biver on luxury’s new culture

At the top, there is a small number of people who need to have very special services and products specifically for them. And new consumers have upped their learning curve. They buy more frequently than established consumers and therefore their experience grows faster. New consumers also have more sources to learn about their purchases, via social media and the internet, than used to be the case. Far from being a market where consumers are just shifting to high-end brands, which was the case three to four years ago, in today’s market even if you are in the high end, you are doomed if you stay static. If you just sell iconic products, consumers who have been in the market for a while will have already bought them. They will only part with their money if you give them something that they don’t have. That’s why there has been a race to replace directors; and why Gucci has totally thrown away the past and moved on to new aesthetics, taking a huge risk, which is proving successful. And this is why Louis Vuitton, by the way, is successful – because it developed cleverly isolated ‘in your face’ products that have infiltrated the market with capsule collections.

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Model and photographer, Darwin Gray. Image by Robert Binda

Sydney Lima

LUX contributing editor and Storm model, Sydney Lima continues her online exclusive series, interviewing her peers about modelling life and business.

THIS MONTH: Soon after 20-year-old Darwin Gray signed to London’s Storm Models he was spotlighted as the one to watch in the fashion world, walking catwalks for the likes of  Burberry, Tom Ford, Louis Vuitton and Vivienne Westwood, shooting campaigns for Jack Wills and editorials for Harpers Bazaar and eventually singing to agencies globally from Tokyo to New York. Now Darwin is developing his skills as a photographer, working on a portrait series whilst he is based in Korea.

Sydney Lima: How did you first get into modelling?
Darwin Gray: I was scouted at my cousins wedding by his best man, it was all a weird situation, he came up to me and said I should think about modelling, I just thought he’d been at the bar a bit too long! Then I met Storm a few weeks later and the rest is history.

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SL: What has been your favourite team to work with to date?
DG:My favourite team to date would probably be the Jack Wills team. I was part of two of their campaign shoots, both of which were just as fun as the other. Not at one point did it feel like work, the team were all really nice and good fun- I also met my girlfriend while shooting it so that’s a plus!

Image by Robert Binda

SL: What inspired you to first start taking photos?
DG: I had been modelling a few years before it became something I concentrated on. I was always taking lots of photos and I’ve loved looking back at them because each photo has a little memory it takes you back to.

SL: What’s your favourite subject to take photos off?
DG: My favourite subject would be my girlfriend Lottie, every day I’ll take photos of her either on my phone or camera. I probably have over 10,000 photos of her…

[Best_Wordpress_Gallery id=”25″ gal_title=”Darwin Gray”]

Above: A selection of Darwin’s photographs. Courtesy of Darwin Gray

SL: When did you get your first camera?
DG: I got my first camera about 3 years ago. I bought it in Tokyo as the prices were better. It was a Canon EOS Kiss X7.

Read next: Mayfair’s legendary member’s club, Annabel’s reopening

Sydney Lima: Do you find you learn a lot through working with other photographers?
Darwin Gray: I’m always watching what other photographers do, I find it interesting how people all work so differently. I’m always asking questions. I feel lucky to have the opportunity to learn from within the industry.

SL: Who’s your favourite photographer?
DG: Tom Mitchell is one of my favourite photographers because his work is so clean and he portrays natural beauty in a subtle way.

SL: Do you have any projects planned for the year?
DG: I’m working on a few things, but right now I’m concentrating on a documentary photo series whilst I’m in Korea.

instagram.com/darwingray