Economic Development

Designing a lifestyle

December 10, 2007

Global

December 10, 2007

Global
Anonymous Writer

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Award-winning interior designers and development managers Candy & Candy, owned by brothers Christian and Nicholas Candy, has designed some of the most sought after homes, private jets and even a yacht for clients. But for the ultrawealthy clients they service, it goes beyond interior design. It is about getting inside their lifestyles to create something that complements the way they live.

For clients, luxury is about having private amenities at home, be it a home spa with beauty and hairdressing facilities or a subterranean gym and swimming pool, according to Nicholas Candy. Today’s ultra-luxury consumer often prefers the comfort of their own home, so the services they want are brought in-house and a trained hairdresser, beautician or masseuse comes to them.

“It’s important to know minute details; if they like to fold their socks or not, if they hang their belts or roll them, if their kitchen has to accommodate a left - or right-handed chef,” he said. “We get to know our clients well and become so close that we often recommend everything to them, from bespoke luggage for their private jets and helicopters, to arranging an exclusive party for 100 people - a complete lifestyle.”

Many of their clients have a ‘been there and done that’ approach, so it essential for Candy & Candy to always be one step ahead and constantly adapt its operation to reflect this. Its designers travel frequently, sourcing the globe for new materials and innovations that can be adapted and remodelled for clients. For Candy &

Candy it is about pushing boundaries to create something unique.

“It’s not just about bespoke, it’s also about creating a ‘wow’ factor - our clients want something that is totally ‘out there’ in terms of design, something that no one else has, that’s impressive to their friends and business contacts” he said.

“However, unlocking the ‘wow’ factor is hugely challenging, since function is as important as form to these clients.”

As international wealth has spread, so has Candy & Candy’s client base. They now cater to people across the world, including UK, Monaco, Russia, Qatar and the US. The age of their clients has also broadened. As people make impressive returns at younger ages, clients now range from mid 20s upwards. But interestingly, Candy points out clients are mainly first generation wealthy, who tend to be more creative in how they spend their assets. “Our clients demand an increasingly high level of bespoke detail and exclusivity and are prepared to spend money creating their own ultimate luxury lifestyle,” Candy concludes.

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