The cost of looking expensive
In 2025, luxury has never looked better.
But in the pursuit of perfection, many luxury brands have sacrificed emotion, tension and truth. And the audience can feel it. Campaigns are cinematic. Renders are hyperreal. Voiceovers are velvet smooth.
Every frame whispers 'wealth' – yet so much of it leaves us cold.
We've mastered beauty, but somewhere along the way, we've forgotten how to make people feel.
The Dubai paradox: Flawless; forgettable
In markets such as Dubai, where the pace of launches is relentless and competition is fierce, luxury brands – particularly in real estate and hospitality – often fall into the trap of visual déjà vu.
One glossy film fades into the next: sweeping drone shots, elegant hands, filtered gold sunsets, infinity pools. Technically immaculate, yet emotionally sterile. The irony? These campaigns sell homes, hotels, experiences – spaces designed for life. And yet they feel like places that no one could ever truly inhabit.
What's missing is the story. The soul. The spark of human desire that brings a space to life.
Instead of panning across a CGI-perfect restaurant, show the chef's calloused hands shaping dough at 4 a.m.
Replace that beachfront render with the sound of kids kicking sand on to their parents' designer towels.
Audiences are no longer impressed by perfection. They're craving substance and a real point of view.
Luxury's lost ingredient: Tension
The most iconic brands don't avoid tension – they leverage it.
The launch of Apple Watch Hermès traded tradition for disruption. Jacquemus turned heads with irreverent absurdist scale-play, abandoning traditional opulence. And Loewe's mud-stained runway provided a memorable element of raw humanity in a sea of polished presentations.
These brands understand a powerful truth: Connection isn't built through perfection. It's forged through what feels undeniably human.
Dubai has the talent, ambition and platforms to lead this shift. The resources are here, but it takes courage to step away from the render and into the real.
Courage is the differentiator
Real estate brands invest millions in architecture and design, only to launch with the same generic campaign as their rivals.
Luxury hotels open with identical tropes and motifs: slow-motion doors, silent hallways and untouched towels.
This isn't a creativity gap. It's a bravery gap.
Today's luxury consumer doesn't just ask what you're selling. They want to know why it matters. And they can tell immediately whether your brand's soul is authentic or spray-painted on.
So, what's next?
It's time to move beyond luxury that simply looks good and start creating luxury that feels true.
Not just content, but connection. Not just aspiration, but emotion. Not only launch films but also living stories.
In a world where everything looks expensive, what feels real truly stands out.
By Rémy Abouchakra, CEO and Founder, OUI Agency
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The cost of looking expensive
In 2025, luxury has never looked better. But in the pursuit of perfection, many luxury brands have sacrificed emotion, tension and truth. And the audience can feel it. Campaigns are cinematic. Renders are hyperreal. Voiceovers are velvet smooth. Every frame whispers 'wealth' – yet so much of it leaves us cold. We've mastered beauty, but somewhere along the way, we've forgotten how to make people feel. The Dubai paradox: Flawless; forgettable In markets such as Dubai, where the pace of launches is relentless and competition is fierce, luxury brands – particularly in real estate and hospitality – often fall into the trap of visual déjà vu. One glossy film fades into the next: sweeping drone shots, elegant hands, filtered gold sunsets, infinity pools. Technically immaculate, yet emotionally sterile. The irony? These campaigns sell homes, hotels, experiences – spaces designed for life. And yet they feel like places that no one could ever truly inhabit. What's missing is the story. The soul. The spark of human desire that brings a space to life. Instead of panning across a CGI-perfect restaurant, show the chef's calloused hands shaping dough at 4 a.m. Replace that beachfront render with the sound of kids kicking sand on to their parents' designer towels. Audiences are no longer impressed by perfection. They're craving substance and a real point of view. Luxury's lost ingredient: Tension The most iconic brands don't avoid tension – they leverage it. The launch of Apple Watch Hermès traded tradition for disruption. Jacquemus turned heads with irreverent absurdist scale-play, abandoning traditional opulence. And Loewe's mud-stained runway provided a memorable element of raw humanity in a sea of polished presentations. These brands understand a powerful truth: Connection isn't built through perfection. It's forged through what feels undeniably human. Dubai has the talent, ambition and platforms to lead this shift. The resources are here, but it takes courage to step away from the render and into the real. Courage is the differentiator Real estate brands invest millions in architecture and design, only to launch with the same generic campaign as their rivals. Luxury hotels open with identical tropes and motifs: slow-motion doors, silent hallways and untouched towels. This isn't a creativity gap. It's a bravery gap. Today's luxury consumer doesn't just ask what you're selling. They want to know why it matters. And they can tell immediately whether your brand's soul is authentic or spray-painted on. So, what's next? It's time to move beyond luxury that simply looks good and start creating luxury that feels true. Not just content, but connection. Not just aspiration, but emotion. Not only launch films but also living stories. In a world where everything looks expensive, what feels real truly stands out. By Rémy Abouchakra, CEO and Founder, OUI Agency
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