[Ismaïl Bentaleb]

The concept of luxury has been a point of debate since the antiquity. In the Republic, Plato proclaims that anything which is not necessary is a luxury. In this sense, elaborate foods, beverages, clothes or chairs, are all luxuries. This position leads to the conclusion that luxury is the driving force of a society, which has to develop techniques, arts, warfare, in order to feed its appetite for luxuries, instead of being content with the bare minimum.

As an industry, Luxury crystallizes our society’s need for identifying social status and legitimacy. But it can also be the pure and uncompromising object of a personal attraction towards the beautiful, the exceptional.

It is the ultimate expression of what humanity can create, when dream, creativity, precision, craftsmanship and devotion work together in synergy