Last week, the ProBusiness Place Business Club held its Strategic Leadership Forum at Aston Martin Madrid, focusing on the connection between quiet luxury and customer experience, consolidating the Spanish capital as a benchmark in the transformation of the luxury sector. Moderated by Frida Muntion Villoslada, Corporate Brand and Customer Experience Manager at Merz Aesthetics Iberia, the meeting brought together industry leaders to reflect on how true luxury is increasingly measured in lived experiences, emotions and excellence in detail.
According to Simon-Kucher’s ‘Luxury Study Insights into Luxury Industry Trends 2025’ report, annual growth of 3.4% is forecast for the global luxury market until 2029, albeit with a paradigm shift: exclusivity lies more in the experience than in ostentation. Claudia Di Paolo, an expert in wellness, pointed out that ‘authentic luxury is not a logo, it is a ritual: invisible gestures and transformative experiences that make a difference’. Rebeca Planas, from Van Cleef Arpels, highlighted consistency and constancy, reminding us that ‘luxury is built on elegance and confidence sustained over time’.
The forum also addressed the importance of investing in experiences with true emotional value, as Gadea Maier emphasised, drawing inspiration from Alejandra Caro of Harrods: luxury is something worth repairing and preserving, not a superficial expense but a lasting investment. For her part, Sonsoles González-Ferro, manager of a private women’s club, emphasised the community nature of luxury: ‘we create bonds and authentic coexistence beyond the material object’.
Frida Muntion Villoslada emphasised that customer experience and quiet luxury ‘share an essence: both live in the intangible, in the pursuit of excellence, in what is not said but remembered forever because small details are great tools that make a difference’. In addition, it was highlighted that in a world saturated with messages, silence and discretion represent the true power of elegance.
The speakers’ dialogue also explored the paradox of immediacy, how to satisfy a customer who wants everything ‘now’ with a luxury that requires calm, patience and detail. Personalisation is presented as the norm, not an extra, making each gesture and pace unique to each person. Brand rituals were also highlighted, small repeated gestures that activate emotion and a sense of belonging, turning consumption into memory, along with emotional sustainability, understood as long-term relationships based on trust and consistency.
The meeting concluded with a shared idea: luxury and customer experience converge in their ability to transcend the superficial to connect with the essential. Frida Muntion summed up the spirit of the day by stating that ‘today we are not just talking about selling objects. We invite you to experience sensations, design emotions and redefine luxury as something that leaves a lasting mark. Because both luxury and customer experience are a long-distance race, even though we are used to fireworks’.
The event was sponsored by Tayre Aston Martin, Banco Sabadell/Urquijo, Amilon España, NTT Data, Sudmaris, Dzero Solutions, Ollmedo Catering, SIM 10, MundoHotel, Francisco Iniesto & Écija and Agencia Guinda Comunicación, with additional support from Tita de Buenos Aires, Bodegas Marisol Rubio, Experiencias Gourmet and Lr. Gourmet.
