The first plenary session asks: what is the new luxury?
"Massimo edonismo" ("maximum hedonism") was Luca di Montezemolo's definition of Ferrari, while "Luxury", according to Coco Chanel, is "a necessity that begins when necessity ends". But luxury is not what it was.
Opulence and excess and indulgence are, on dry land, being replaced by more abstract notions of well-being, serenity and privacy. Even Pierre Berge, who turned Saint-Laurent into a global luxury "brand", says the luxury business is "rubbish".