canvas

Melbourne Airport ran a Duty Free promotion this Christmas and must and delved back into the archives to come up with this idea… I don’t know if this was orchestrated by Nuance or by Melbourne Airport itself but I’m assuming it was Nuance.

People got into a sealed wind box with duty free vouchers of different values swirling around them. The challenge was to catch one of course. Each turnaround took 4-5 mins by the time someone got in, it was set up, they picked & got out again. Weird idea for the Christmas rush period and as you can see from the photo it wasn’t exactly a show stopper.

The Last Ten Minutes of Luxury

The Last Ten Minutes of Luxury

Guests pay for days yet remember minutes. The peak end rule explains why a stay often lives or dies on one high moment and the day of departure. What works, what fails, and how to design the arc so memory carries your brand home.

The Evolution of Luxury: From Gold Leaf to Inner Peace

The Evolution of Luxury: From Gold Leaf to Inner Peace

Luxury isn’t about wealth—it’s about what’s missing. From postwar security to digital-era silence, what we call “luxury” keeps evolving. This essay explores how rarity shapes desire, how the luxury industry sells emotional scarcity, and why the most coveted experiences today are often the quietest.