Rough-Luxe is a new way of looking at luxury as a moment in time and not only part of an object of consumption. Luxury is an enriching personal experience and not only an ownership of an expensive object. It is a different definition of luxury: time for reflection, the intellectual value of objects - of art, nature, culture, our environment and the people around us, of social and cultural experiences linked to locations as well as the ‘consumable’ items; food, lifestyle objects and events.