Luxury is evolving. Where it once signified exclusivity, wealth, and aspiration, today’s high-end brands are defined by experience, engagement, and knowledge. The new luxury is not about owning—it’s about belonging.
At Bielke&Yang, we specialize in crafting brand identities that resonate with contemporary luxury consumers. Our approach is rooted in strategic design, storytelling, and a deep understanding of cultural shifts. Through our work with brands like Maaemo and Sommerro, we have developed a refined and human-centered approach to high-end branding—one that is both modern and timeless.
Traditional luxury relied on price, status, and exclusivity. Today, new luxury is about access, participation, and shared values. Consumers seek deeper connections with brands, favoring authenticity over prestige.
We help brands translate this shift into compelling design systems that reflect their unique values. Our work for Maaemo, a three-star Michelin restaurant, illustrates this: Instead of relying on traditional high-end tropes, we developed a visual identity that reflects their deep respect for nature, Nordic ingredients, and craftsmanship. Every element—from tactile paper menus to digital touchpoints—was designed to immerse guests in Maaemo’s universe, reinforcing its philosophy of uncompromising quality.
“Bielke&Yang has a truly unique understanding of where Oslo is headed—almost before Oslo knows it itself. It is absolutely essential for us to collaborate with people who understand our city”
— Esben Holmboe Bang, Maaemo
Esben Holmboe Bang, head chef at Maaemo, on our nearly ten-year partnership.
“For a company like ours, which practically lives off communication and dissemination, the work Bielke&Yang does for us is one of the most important jobs being done. In fact, they are one of our most important partners.”
— Esben Holmboe Bang, Maaemo
The modern consumer is looking for community, not just exclusivity. A luxury brand must create a sense of belonging. Sommerro, a cultural landmark and design-driven hotel, is a prime example. Our work balanced heritage with modernity, ensuring that the brand felt warm, inviting, and relevant to both local and international guests.
For Ytri, we embraced barefoot luxury—a concept where refinement meets comfort. By highlighting craftsmanship, sustainability, and contemporary aesthetics, we positioned the brand as part of a meaningful lifestyle, not just a premium textile manufacturer.
New luxury is not about price—it’s about knowledge. Consumers today want to buy into brands that stand for something. We help high-end companies define and communicate their core values through thoughtful branding, whether it’s the pursuit of excellence, heritage craftsmanship, or innovation in hospitality.
Our process is rooted in holistic design thinking—from strategy to execution. We consider everything from typography and material choices to how digital experiences can elevate a brand’s perception. Every detail matters because in luxury, perception is reality.
The new luxury is engaging, human, and deeply rooted in experience. It’s about creating spaces—both physical and digital—where people feel connected. At Bielke&Yang, we help brands navigate this shift by developing identities that are refined, immersive, and emotionally resonant.
If you’re looking to position your brand at the forefront of contemporary luxury, let’s talk.