On our most recent From the Tap podcast, we talked to Lorna Gross, founder of Washington, D.C.-based Lorna Gross Interior Design about the ever-changing definition of luxury design and the luxury client. She and firm focus on creating personal projects for their clients – never anything cookie cutter.
The designer says that although an aesthetically pleasing kitchen or bath is important to the luxury client – isn’t it to all clients? – that this isn’t necessarily the most important aspect to a project. Quality and uniqueness are two criteria she mentions, along with efficiency and detail.
Gross says there isn’t necessarily one or two generations that define the luxury market but that their needs are dictated by the times in which we live and their individual needs. Whereas before luxury may have been about extravagance and wanting to impress others, and now it is more about wellness, comfort and convenience in one’s home.
In terms of the kind of design firm that attracts luxury clients, Gross says you must offer concierge service and a high level of expertise. Her clients want to be able to collaborate on the design and project needs, but they do not necessarily want to be involved in every aspect. They want to have the confidence in their designer and what they are executing.
The designer gave some examples of what personalization and customization mean to the luxury client. Think a specific shade of blue. She also said something that defines a luxury client is that they are willing to invest in what they want. They also value self-expression.
Gross also noted certain design elements that resonate with luxury clients. They do not want what everyone else has, which can sometimes be a fun challenge for the designer and her team to go out and find those special elements.
In terms of smart technology’s role in luxury design, Gross says it is critical mainly because of the level of convenience it brings. Her clients also care about sustainable design in varying degrees, and they are interested in repurposing and upcycling items they no longer need. The designer tries to incorporate as many eco-friendly elements as possible, including the way products are created.
Our last topic was that of budget, and yes, even a luxury client has parameters. But there will always be additional costs for the level of detail, customization and service the affluent customer has come to desire.
For more tips on today’s definition of luxury and the luxury client, listen to the podcast on Spotify, Google Podcasts, Apple Podcasts, Pandora and other outlets.
