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Luxury and Ignorance

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The label ‘luxury’ evokes vague and often unknown qualities that give a

product or service the capacity to command a substantial price premium.

Hence, in this paper, I will argue that a core component of luxury is

ignorance, or the unknown. This paper will provide a systematic examination

of the place of ignorance in the design, promotion, and consumption of luxury

goods and services. In so doing, a typology of ignorance of relevance to

luxury will be developed which will be of value to producers, promoters, and

consumers of luxury. Understanding the place of ignorance in the field of

luxury will give those engaged in the design, promotion, and consumption of

luxury a deeper appreciation of the meaning of luxury, specifically in terms of

the unknowns that constitute an inherent element in all that is classified as



PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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