Luxury: The most overused word in real estate and this is why localism has florished

15 October, 2025
Posted by Tom Greenfield

For a long time, luxury was treated as a face-value commodity. Wealth and luxury were seen as the same thing: you showed status by buying expensive materials. Gold-plated taps, rare marbles, exotic woods — the assumption was simple: if you could afford it, you had achieved luxury.

But materials have changed. With today’s printing and manufacturing technologies, almost any finish can be convincingly replicated. Marble, stone, timber — nearly everything can be faked. That makes material value alone less meaningful, because authenticity is harder to prove and easier to imitate.

This shift pushes developers and designers toward something more intangible. Increasingly, service plays a bigger role: the thought, care, and human touch that shape an experience. And architecture, too, must respond in the same way. The new luxury is not just in what can be seen or touched, but in what has been carefully considered. It lies in the storytelling, the flow of space, the subtle details, and the moments designed with intention.

Here, the investment is not only in materials, but in imagination — and the true return is what the guest feels, remembers, and takes away.

That's where localism has flourished...For the past decade, localism has been the dominant force in hospitality and design. Guests expect to taste local food, hear local music, and see local materials. Something that cannot be bought. Localism has started also becoming more standard — it’s no longer what sets a project apart.

And yet, some resorts still ignore it. Too often, they default to international sameness — big-box hotels that could be anywhere in the world.

That’s why I believe we are ready to evolve this trend into its next phase. Localism opened the door, but the future of luxury lies in something deeper: regeneration and depth.

Beyond Sustainability

Sustainability has been framed around doing less harm — offsetting carbon, cutting waste, reusing materials. Necessary, yes, but not enough.

Regeneration means going further. It’s about creating places that actively enrich the land, culture, and people they touch. It’s about minimising impact, but also adding back something of value — layers of meaning, culture, and care that last. High-end resort such as Six Senses and COMO Parrot Cay are already there and doing it.

Pragmatic, Not Utopian

As architects, we work in the real world, where economics and competition shape every decision. Without regulation, it’s difficult for any single project to carry the full ecological agenda.

But that doesn’t mean we stand still. Regeneration and depth can be woven in quietly, through small design moves that feel natural rather than forced:

Light used with restraint, preserving dark skies.
Landscapes designed as living systems that support biodiversity.
Materials chosen with conscience — timber and natural products over concrete.

These choices may seem simple, but repeated consistently, they build powerful depth.

More Than Nature

Regeneration isn’t only ecological — it’s also human.

Luxury today is about enrichment. Architecture becomes the stage for moments that stay with people long after they leave:

The glow of a sunset at the right time.
A glass of wine shared at dusk.
The pause of a stair that suddenly frames the horizon in a new way.

These moments aren’t accidents. They are designed with intention, part of the depth that makes a place unforgettable.

Storytelling as Architecture

Too often, the story of a resort is left to realtors or consultants. But I believe architects should own the storytelling of place.

A building without a story is just a structure. A resort with a story becomes a memory.

Cultural regeneration means keeping alive what risks being lost: small details, overlooked folklore, and authentic identity. Architecture gives those stories form, so guests feel the truth of a place rather than just consuming its surface.

The Future of Luxury

Regeneration and depth don’t need to be loud. They can be quiet, poetic, and discoverable. Guests who want to look deeper will find the layers. Those who don’t will still feel the difference, even if they can’t explain why.

The future of luxury is:

Not louder, but quieter.
Not about more, but about giving more back.
Not just sustaining, but enriching people, land, and culture with depth.

Luxury that transforms not only the guest, but the world around them.

#Hospitality #Architecture #Resortdesign #Architects #TurksandCaicos #Realestate #Coastal

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