[dropcap]L[/dropcap]uxuries are things which have power over us. They engage the senses and have the capacity to affect us by offering a range of pleasures. Yet luxuries also demand recognition, the capacity to know what they are, to tell the difference between luxuries and necessities. Because luxuries are things which are highly valued in both economic and social terms, an extensive body of knowledge has arisen about how to judge their value, use them appropriately and maximize their potential for pleasure and satisfaction.
The power of luxury goods is not just their social exclusiveness and visibility as status symbols, but the image they have of providing sensory fulfilment: the prospect of experiencing new sensations and pleasures.
There is a tension between the education of the senses to enhance the experience and longing for luxury, that can potentially turn into its opposite: the taking of pleasure in their denial, in celebrating the simplicity and imperfections of the mundane world and everyday objects.
Luxury, then, has its own range of dynamics. There is the dynamic of consumer culture to make some luxuries more widely available. As the range of luxury goods and experiences are extended, this also suggests that a more careful education and cultivation of the senses becomes necessary to learn to appreciate the full qualities of luxuries.
This is the reason behind our choice of creating an extra luxury magazine that is not simply organized as a 5-star show window, where products are chosen without feelings and vulgarly proposed for their sale only in terms of quantity, but rather, conceived as a magazine where the reader is driven along a route of different contents belonging to the luxury world, accurately selected and combined together with the intent of telling a unique story, a tale that actually makes the reader feel the emotional side of luxury products.