Moments of luxury – A qualitative account of the experiential essence of luxury

Abstract This study advances an unconventional perspective on the experiential essence of luxury, with the aim to uncover different types of luxury moments and shed light on their shared qualities and momentousness, independent of consumption styles or contexts. The findings of an interpretive study identify five types of luxury moments: interrupting, climactic, disrupting, ritualistic, and terminating. They differ in their temporal focus and degree of contrast to ordinary life, created through shared experiential qualities. These qualities set moments of luxury apart from other pleasurable moments, since moments of luxury are freeing, happy, perfect, scarce, caring, and exciting. The concept of luxury moments helps illuminate the essence of experiential luxury and unfolds in themes of growth and advancement, bliss and Eudaimonia, unity with the other, and awe and self-transcendence, thus adding to the understanding of the meaning of luxury in liquid times.