• Warwick Luxury & Innovation Hub holds annual conference at The Shard
  • Academics and experts from all over the world discussed luxury's future
  • Millennials and the sharing economy challenge the very notion of luxury
  • McLaren and L'Oreal give insights on their digital marketing strategies

Some of world’s brightest thinkers in luxury marketing including brand experts from McLaren and L’Oréal converged for a conference on how luxury evolves in the face of Millennials' demands and the growing sharing economy.

Hosted by Warwick Business School at its WBS London base at The Shard, The Evolution of Luxury conference also explored how digital and experiential marketing is changing the face of the global luxury market.

Relive the live blog below:

The full agenda was:

09:45 Track A: Industry Keynote (Karin Haferkorn and David Mattingly) | Track B: Academic Keynote (Professor Robert Li)

10:20 How Digital can support a Luxury Experience (Gina Traboulsi and Gavin MacLennan)

11:20 Track A: Paper Presentations (Mike Bastin, Fabio Duma, Benjamin Berghaus) | Track B: Luxury Consumer Trends in the Digital Age (Panel: Dr Yasmin Sekhon, Chris Donnelly, Dr Wided Batat, Giorgio Riello, Jason Smith)

13:50 The Evolution of the Idea of Luxury: Connecting Real Places to Digital Spaces (Joanne Roberts and John Armitage)

14:25 Track A: Paper Presentations (Julia Wolny, Shaun Borstock, Simone Griesser, Ming Lim) | Track B: Luxury Branding in the Digital Age (Panel: Juliet Guo, Martin Edgerton Gill, Jie Li, Simon Petherick, Joanna Bourke, Qing Wang)

15:55 Industry Keynote (Tom Stone)

16:30 Academic Keynote (Mario Paris)