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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