OPINION
Nothing but the extraordinary
INCA Productions creative director Charlotte Clark provides her codes of practice for the successful delivery of experiences for the‘ hyper-discerning’.
Abottle of whisky, a car, a desert. Except this wasn’ t just any bottle, car, or desert. It was a Glenfiddich 1959, an Aston Martin Formula 1, and the arid Nevada landscape for the launch of an iconic collaboration.
As the sun melted over the desert, 200 people delivered a one-night-only experience for fewer than 40 VIPs: no set, just nature’ s raw elements accentuated by exquisite service, an exploration of craftsmanship and precision engineering. The power of being in a vast ravine overseen by an awe-inspiring constellation. The restraint with which we treated the environment and the subtle yet profound layers we amplified created a rarefied, deeply memorable experience.
The hyper-discerning are looking for exceptionalism. Luxury is in the silence between elements, the audacity to say less but with conviction and most importantly always staying true to the brand’ s core authenticity.
At INCA, we’ ve spent three decades working with brands at the intersection of design, culture, and innovation: Chanel, Rolls-Royce, Apple, Netflix, TAG Heuer, British Fashion Council. We create experiences that reflect identity, requiring scrutiny: cuttingedge tech, architectural builds, sensory design, flawless execution. Balancing spectacle with authenticity, ensuring every touchpoint feels brand-true and culturally intelligent.
Charlotte Clark
The eight codes of today’ s ultrapremium experience economy: 1. Luxury is meaning, not material – True luxury is about resonating with guests on an individual, longlasting basis. This audience wants experiences that reflect their values and individuality.
2. Singularity is the new status symbol – Luxury lies in the unrepeatable. For Netflix’ s Squid Game: Season 2, we built a cinematic rave with performance art, lighting, music, Peggy Gou. Guests weren’ t just entertained; they were inside a unique story, a one-off experience, created just for them.
3. Culturally fluent, globally present – Our audiences are global citizens. British identity must sit fluently alongside international influence. As part of The Independents Group, INCA brings global reach with local expertise on every continent. Every experience is culturally relevant, rooted in the nuances of its market. Surface aesthetics are no longer enough; cultural intelligence is now demanded.
4. Editing is the new luxury – There is power in omission. At MoMA San Diego, INCA collaborated with Hermès to present a highly edited jewellery exhibition, defined by precision: each piece framed by silence, space, and light. What you omit is as important as what you put in.
5. Crafting moments that resonate globally – The most powerful experiences no longer stop at the room. At the EA Sports FC24 launch in Amsterdam, 300 guests enjoyed an exclusive reveal of the new game with the world’ s most famous footballers, while the CEO’ s speech was streamed live on Twitch to millions. This is the new duality: a powerful individual experience, amplified for the collective.
6. Luxury expands across industries – Luxury experiences are no longer confined to fashion or jewellery. Automotive is more than a car. Formula 1 has become a canvas for global partnerships. Gaming launches move at the speed of social relevance. Finance and tech summits are crafted with the artistry of Biennale pavilions. Rarity, design precision, and innovation are expected, powered by XR, collaboration, biometric design and AI-driven content.
7. Experiences as legacy, reshaping culture – The Fashion Awards at the Royal Albert Hall became a platform to review the intersections of culture. It gave British talent a global platform, uniting the fashion industry across multidisciplinary creativity, amplifying voices worldwide all whilst shining a light on sustainability, diversity and equality.
8. Strategy, the Invisible framework – Without strategy, authentic brand values and a clear map to articulate them, even the best ideas fall flat. In this era of visionary creatives, strategy is the key to cultural relevance, creating lasting resonance and, ultimately, legacy.
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