The Harvest explores the need for businesses to evolve in the rapid transformation of the digital era and the changing expectations of consumers. It highlights the shift from traditional luxury to experiential luxury, emphasising the importance of adaptability and innovation in navigating global changes. The report also introduces a new centre for study to inspire today’s leaders to create the businesses of tomorrow, with a focus on sustainable practices as luxury brands adapt to a more conscious consumer base. This approach is crucial to thrive in a landscape marked by technological and economic changes.

That’s why we created a space to ask questions. To reflect and explore. The Harvest is where Morillas leaves the present behind to face the future. It’s our way of embracing new perspectives. A new centre for study with a clear purpose: to inspire today’s leaders to build the businesses of tomorrow. Each year, we focus on a key theme, exploring it from multiple perspectives and collaborating with experts to anticipate challenges and discover new opportunities.

Luxury in the spotlight: Luxury has continually evolved throughout history, adapting to social and cultural changes. Today, this transformation is accelerating: luxury is no longer defined by the accumulation of material goods but by meaningful and memorable experiences. In a landscape shaped by technological advancements and economic disruptions, leading luxury brands must redefine their essence to remain relevant. The Harvest begins its journey by asking the question: What will the luxury of tomorrow look like?