Impersonal, generic guidebooks are a thing of the past. Four Seasons is curating unique, personalised travel recommendations on Pinterest, extending its culture far beyond its physical walls.

Luxury brands have used heritage to differentiate and add value, but too much focus on the past can detract from the present. Hermès' 'Festival des Métiers' celebrates its craftsmanship and the incredible skill behind every item they sell today.

Luxury and digital are no longer anathema. Highly secretive and steeped in tradition, Chanel rewards visitors to its new microsite with unprecedented self-disclosure, proving that ‘heritage’ needn’t mean ‘out of touch’.

With premium threatening to steal its consumer base, luxury is forced to carve out a new space. But with perceptions of value changing rapidly, just how is it going to define itself?