Experiential luxury | ARTD2178 | University of Southampton

Module overview

This module examines the evolution of luxury from product ownership to transformative experiences. Students will analyse how luxury brands create memorable, multi-sensory experiences that generate emotional connections and lasting value beyond material possessions Exploring the evolving concept of experiential luxury, where the focus shifts from owning high-end products to enjoying unique, memorable experiences. Delving into the historical context, consumer behavior, and current trends shaping the luxury market. Students will learn about the key elements that define a luxury experience, including sensory engagement, exclusivity and personalisation. Through case studies and practical applications, the module provides insights into successful strategies employed by leading luxury brands. It also addresses the challenges faced by the luxury industry, such as sustainability and economic fluctuations, and looks ahead to future trends and technological advancements. By the end of the module, students will be equipped with the knowledge and skills to design and market luxury experiences, positioning themselves as innovators in the luxury sector. The module includes guest lectures, project work, and networking opportunities to enhance learning and provide real-world insights. This module includes a field trip to understand luxury beyond the UK market, destination will be determined by the end of your first year of study.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

The professional standards, skills, principles and processes specific to your discipline

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Develop and articulate the concept of experiential luxury and its significance in the modern luxury market, applying theory to real world industry practice.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Demonstrate connections between purpose, practice, outcome, context and presentation

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Record and document learning achievements to reflect, motivate and self-monitor.

Syllabus

Experiential Luxury Applied from year 2- innovation & technology module Module Content Foundations of Experiential Luxury •The evolution from material to experiential luxury •Key psychological theories: hedonic consumption, memory formation, and status signaling •Case studies: Pioneering brands in the experiential luxury space •The experience economy in the luxury context The Psychology of Luxury Experiences •Time vs. possession orientation in luxury consumption •Authenticity and exclusivity in experiential contexts •Memory creation as a luxury value proposition •Luxury experiences as identity formation Multisensory Experience Design •Sensory mapping and engagement in luxury contexts •Creating aesthetic coherence across touchpoints •The role of surprise and wonder in experiential luxury •Workshop: Multisensory experience blueprint development Storytelling and Narrative in Experiential Luxury •Creating compelling narratives for luxury experiences •Heritage and provenance as experiential elements •Personalization and co-creation of luxury narratives •Transmedia storytelling for luxury brands Digital and Physical Integration •Phygital luxury experiences: blending online and offline •Extended reality (XR) applications in luxury experiences •Social media as an extension of the luxury experience •Privacy and exclusivity in the digital age Creating Transformative Experiences •From memorable to transformative luxury experiences •Measuring the impact of experiential luxury offerings •Sustainability considerations in experiential luxury •Future trends in experiential luxury consumption

Learning and Teaching

Teaching and learning methods

•Interactive lectures featuring industry examples •Experiential workshops and simulations •Guest speakers from experiential luxury brands •Field trips to experience luxury offerings (where possible) •Reflection sessions on personal luxury experiences

Study time
Type	Hours
Teaching	48
Independent Study	252
Total study time	300

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Group project presentation

Assessment Type: Formative
Feedback:
Final Assessment:
Group Work: Yes

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Optional assessments	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Optional assessments	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Optional assessments	100%