Redefining the Exceptional
An Inside Perspective on New Standards of Luxury
Redefining the Exceptional: Taste, Trust and the Business of Living Well
At Design Chicago 2026, HOLLY HUNT convened three experts in interior design, real estate and travel for a conversation moderated by J.P. Anderson, editor-in-chief of Modern Luxury Interiors Midwest. Joan Craig, founder and principal of Craig & Company; Emily Sachs Wong, luxury real estate advisor and founder of Emily Sachs Wong Luxury Living; and Kendra Thornton, president and CEO of Royal Travel explored the evolving expectations of ultra-high-net-worth clients.
Across disciplines, a common theme emerged: Clients are looking beyond what money can buy to what expertise, access and relationships can make possible. From greater control over their time and privacy to homes designed for decades of living, the definition of exceptional is becoming increasingly personal.
1. Access Is the New Currency
When information is everywhere, exceptional service is defined by expertise, relationships and the doors they open.
Beyond the obvious. Across disciplines, clients are informed and discerning. The expectation has shifted from providing answers to revealing what clients didn’t know to look for, drawing on experience, instinct and insider knowledge.
If you know, you know. Longstanding relationships are an increasingly valuable asset. From connections with exceptional artisans to private experiences unavailable to the public, the right network opens doors that money alone cannot guarantee.
The value of knowing why. Craig described clients questioning the provenance, craftsmanship and pricing behind their investments. Even when budget is not the deciding factor, clients expect a compelling answer.
2. Privacy and Personalization Are the Ultimate Privilege
Exceptional design is becoming more discreet, individualized and responsive to the way clients live.
At your service. Craig described a client commissioning a dedicated room for receiving deliveries without interacting with service providers, illustrating how privacy is reshaping even the most routine household functions.
Security, please. From increased interest in boutique buildings and advanced security systems to private security while traveling, Sachs Wong and Thornton reveal how privacy is shaping decisions both at home and away.
Down to the door handle. For Craig’s clients, personalization can be as precise as commissioning a door lever shaped to the hand, bringing individual expression into the smallest architectural details.
3. The New Value of Time and Permanence
The ultimate investments are those that stand the test of time and those that give more of it back.
Here to stay. Sachs Wong is seeing buyers seek out their “25-year house,” prioritizing a home that reflects their long-term vision and getting exactly what they want over price alone.
Modern heirlooms. As clients invest in homes intended to last decades, Craig highlighted a growing appreciation for the time and artistry behind furnishings crafted by skilled artisans, and pieces worth passing down through generations.
Time is money. From turnkey branded residences to The Dorchester in London, where Thornton cited a spa chamber designed to ease jet lag, clients increasingly value hospitality that anticipates their needs and gives them greater control over their time.
4. A More Global Approach to Living
As the lines between home and travel blur, exceptional experiences are reshaping where and how affluent clients live.
All over the map. Craig described clients trading expansive family estates for smaller homes across multiple destinations, prioritizing mobility and shared experiences.
Not another trip to Positano. Thornton’s clients are discovering lesser-explored destinations like Bari, Italy, seeking deeper cultural connections and chasing multidimensional experiences that feel distinctly their own.
Beyond the check-in. Sachs Wong and Craig observed clients bringing the hotel experience home. From recreating favorite hotel rooms to incorporating dressing rooms and dedicated luggage storage, exceptional hospitality is influencing not only residential aesthetics but the rituals of everyday living.
5. The Traditional Luxury Home Is Being Reconsidered
Everyday rituals are taking precedence over traditional status symbols.
Wellness as infrastructure. Craig described growing interest in circadian lighting systems and water filtration, with wellness becoming an integral part of residential design rather than a standalone amenity.
Gather around. Once hallmarks of the luxury home, dedicated screening and wine rooms are losing ground to spaces designed for everyday connection. Craig’s clients are increasingly prioritizing outdoor living and gathering in the kitchen over traditional amenities.
A different kind of amenity. Sachs Wong observes a generational divide in residential priorities, with younger buyers favoring private saunas and cold plunges while empty nesters embrace exclusive shared amenities.