Opinion / Fashion, motoring and luxury launches will never be the same after coronavirus – live streaming is the ‘new normal’
With huge calendar events like the Geneva International Motor Show and fashion weeks in Paris, London and Milan cancelled due to Covid-19, brands have been forced to innovate online, with once-exclusive product launches now live streaming to the masses
This story is part of STYLE's Inside Luxury column.
For decades luxury has been a personal experience.
Last year in March I went to the Geneva International Motor Show. To many, it is the most luxurious car show in the world. Armed with a press accreditation and personal invitations, I was able to see Bugatti's La Voiture Noir from two feet away – the most expensive new car ever made at around US$15 million.
I critically tested the Rolls-Royce Cullinan, evaluated Ferrari's Portofino, and was able to take a closer look at Porsche's new 911 convertible.
The show has been a must-visit for decades for its vast amount of new car launches and the unique networking opportunities. In the evening, I sipped champagne at the world premiere of the Pininfarina Battista hypercar, the all-electric US$2 million dream, at the beautiful Hotel President Wilson.
Digital amplifies luxury experiences from few to many
In 2020, everything changed: the outbreak of the coronavirus forced organisers to cancel the show at the last minute. Carmakers including Koenigsegg, Bentley and McLaren, immediately switched to a live stream of their launch events. Now, instead of being an event for the selected few, the live streams could be assessed in real-time all over the world by millions.