Already a provider of high-quality experiences, De Historiske needed an additional brand, including strategy, name and identity, that would both live in harmony with their mother brand, while simultaneously reflecting an even higher standard of experience. Over the past few years, definitions of luxury and luxury expectations have changed significantly for the most wealthy of international travelers. NNL would need to tap into future facing travel trends in order to meet traveler’s preferences, increase differentiation and create tangible desires for a target group with substantial purchasing power.
It is experiences that have become the truly precious commodity of our time.
Based on the knowledge-seeking interests of NNL’s target demographic and the rich, authentic history NNL plays guardian to, we created a concept that would set the stage for the development of New Nordic Luxury’s brand experience. Combining the notions of discovery and luxury, the concept “Unveil” was born. Used as a guiding light for the creation of written and visual communication and brand rituals “unveil" creates a sense of mystery, exclusivity and discovery all at once, unveiling destinations, stories and knowledge to an academically driven target group.
Opening new channels for international audiences, the New Nordic Luxury mark of authentic excellence is in the early stages of implementation. The first four hotels, two of which recently received Michelin Stars for their restaurants, and one of which is listed on Travel and Leisure’s “The It List”, have had their New Nordic Luxury plaques installed. Newnordicluxury.com is newly launched as both an arena for storytelling and booking and De Historiske have happily seen an early interest for the new brand. We are busy looking at the next steps in creating curiosity around and unveiling New Nordic Luxury for the right audiences.
New Nordic Luxury is De Historiske’s bid to capture more of the luxury travel trade who seek unique experiences over traditional notions of luxury. From their current pool of high-quality destinations, De Historiske hand-picked a few hotels that could promise one-of-a-kind experiences and qualify for the NNL mark of exceptional quality. Amongst the 1000 qualifying criteria, is the assurance that every guest is greeted by people with a genuine passion for unique and authentic experiences.