Luxury is a journey, not a goal

Photo © Leopold Seidl; Dress by Woolrich, Photo irmasworld


That is what I felt when driving back from Austria to Munich this January in a Rolls-Royce Cullinan Black Badge, driven by my driver and Rolls-Royce expert who told me all about the special features of this ultimate luxury car in pre – pandemic times.

The fact that more and more businessmen prefer driving their own car getting them from A to B for meetings just seems logical to avoid busy airport hubs, delays and as we see now major restrictions and health dangers when it comes to traveling.

Rolls-Royce Cullinan Black Badge, Photo © Leopold Seidl

Now we have spent the last weeks in lock down and everyone had the chance to reflect, rethink their own state of mind, the way of life we live and how we want to go on.
The question of wellbeing and survival has priority but when it comes to luxury, we think further on what luxury really means, the new luxury of emotional.
I am thinking of the active pursuit of activities, choices and lifestyles that lead to a state of holistic health.

Hermès Birkin Cargo Bag and Irmasworld Coffee-to-Go Mug. Blanket by Hermès

That kind of wellness is not only about being happy, in good health, or financially independent, it is more. It is rather the “active process of being aware and making choices that lead toward an outcome of optimal holistic health and wellbeing.”

I believe that from now on, we will spend our free time with a selection of people, friends and family that we choose well, in smaller circles, in our homes and our cars to get to our destinations.

Being in motion is in our human nature, we like to be on the go. Whether it is a picnic with friends in the countryside or a holiday trip with the family. Staying together in a safe, clean environment is exactly what we are looking for now.

Declick dice game by Hermès. Photo: © Leopold Seidl

In the new-normal, post-coronavirus world, we do not want to resign on holidays and quality time, in contrary we just know better how to spend them.
It only makes sense to thrive for more security, individuality and comfort when we think of luxury travels and travelling by car is now priority and the best choice, to avoid crowded places, regulations and uncomfortable security spots.
We also think much stronger of our personal wellness and environmental sustainability in the future which makes a road trip our first choice, instead of plane travels, mass tourism and pollution.

Rolls-Royce Cullinan Black Badge

Another thing will change drastically, as most of us have been decluttering their home while staying in in the last weeks. We figured that we have way too much. Too many clothes, things and maybe even cars. Does a family, living in a city still need more than one car? Isn’t it more sensible to take a bike when going around town, and choose a high quality, luxury car when going for weekend road trips?

Foulard Trois Giraffes by Hermès, Bag Hermès Cargo Birkin bag, Sunglasses by Prada, Dress by Woolrich

A Rolls-Royce has only the features that are necessary to drive a car in comfort, safety and ultimate luxury, which enhances your wellbeing, as it is 90% soundproof and wheels are filled with gel to go for a smooth ride.
Did you know that the less sound gets into the car the better for your concentration and wellbeing while driving ? Noise protection is mind protection and you will be able to drive much longer an enjoy the ride.

The future will be different. True luxury is no longer a luxury which can be bought, showing off your financial status.
True luxury has always been eternal style, something you just have or not .

Canvas Bag by Tory Burch


Photo © Leopold Seidl


Hermès Birkin Cargo Bag. Photo © Leopold Seidl


This journey was made possible through the support of the Rolls-Royce Motor Cars Ltd