Thierry de Baschmakoff: The concept of luxury is changing

Thierry de Baschmakoff, founder and Creative Director of Aesthete, gives an overview on current design and creative trends in luxury packaging. In his opinion, the concept of luxury is changing as more and more brands are entering the luxury segment. For creative designers, it is particulary challenging that a lot of buyers focus mainly on the cost of new designs and materials. De Baschmakoff is not only inspired by new materials, but also by tecnology transfer when using materials from other industries, for example the automotive industry, in personal care and perfumery packaging. He thinks that it is more and more important that raw material supplier, packaging supplier and designers work closely together to convince the reluctant decision makers at the big brand owners.