True luxury | it's the experience

A vision of the ultimate self-indulgency

True luxury is a commission from Blue Design magazine for their theme issue on luxury design. We were asked to share our vision on how design could cater to the definition of ultimate luxury.


Realising the relativity of the topic, we argue that an ordinary family car can easily be far more expensive for the factory worker than a half-a-million-dollar super car would for Cristiano Ronaldo.  That is a paradox.


In our vision, luxury is about materialising the unforgettable. We then propose that money may not be the point at all, that true luxury is solely about things beyond material value, that no amount of money in the world could ever buy.


To deliver the vision, we designed four exclusive flasks, each containing a different ‘elixir’ to sensualise four unique experiences. We then gift-wrapped the flasks into True Luxury packaging for the ultimate self-indulgency.

True Luxury

Client | Blue Design

Credits | Rui Sampaio, Pedro Monteiro, João Cracel

Photo | Rui Sampaio

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