Valentines Special

Luxury and Love

What is this love? A rather marvellous and at the same time wonderfully complex affair. Fascinatingly irrational at its core and, in the hopeful ideal case, eternal. Explainable? Rather not. Fortunately. And then there are the parallels with luxury: there is no such thing as pure reason, efficiency and appropriateness.

  • Essay
    Michael Köckritz
  • Titelbild
    Tony Kelly

Luxury and luxury brands exert an irresistible and almost magical attraction on us, with a sense of the unique that appeals to our deepest emotional needs. A relationship? We’re in! With all our senses. Reason? Not all that important for once. A high sticker price can even make the product more desirable. In quite different ways from one person to the next. Extremely individual.

Just like love. We don’t really need love and all of its associated complications and complexities in order to survive or reproduce. We’d do perfectly fine without. Just that life wouldn’t really be as much fun. Because love is a unique and precious gift. Highly emotional, precious and absolutely priceless. Joy, happiness and meaning all rolled into one. Seen like that, love could be understood as a particularly attractive form of luxury.

Credit: Rolex
Credit: Rolex
Love is a unique and precious gift. Highly emotional, precious and absolutely priceless. Joy, happiness and meaning all rolled into one.

Our beloved inspires us with all the best features and qualities of a brand. Like brands, the people we desire function primarily as a sociopsychological phenomenon. Value and meaning arise solely in the subjective perception of the (potential) “buyer”, and ultimately it is the “consumer” who decides on the success of the “brand”. There’s the story and the design and generally the orientation in the flood of offers. A genuine promise of quality, confidence in making the right decision and the prospect of a shared future obviously help as well. Once we have found love, we usually want to hold on to it. We aim to reduce the risk, as we do when we decide on a brand. The partner slash consumer can relax in their decision.

As with luxury brands, material values, such as an attractive design and functional utility, are obviously not the only factors that determine true love. Much more important is the overall framework that places the more intangible aspects in a seductive and compelling light. So image is important here, too. The “halo effect” then puts an even more positive spin on everything.

Love changes the way we look at our beloved – something that luxury brands also benefit from in our parallel relationship. We see things differently when we’re in love. The objective becomes blurred in favor of a highly personal, occasionally somewhat transfiguring sense of desire. The adage “love is blind” can be applied to luxury as well. And love is forgiving. It causes us to emphasize the positive.

Credit: IMAGO / Picturelux
Credit: IMAGO / Picturelux

But nothing can harm a healthy relationship anyway. Perhaps luxury brands simply speak to our nature, to our ability to love.

Which makes the term “love brand” glow even more seductively.
Michael Köckritz

Michael Köckritz

Editor in Chief
As a journalist, author, artist and media maker, Michael Köckritz succeeds time and again in creating both attention-grabbing and sustainably stimulating impulses in the context of contemporary and future topics as well as lifestyle and luxury worlds. As publisher and editor-in-chief, he has realised a whole series of book and lifestyle magazine formats that have regularly won numerous national and international awards over the years. The car culture magazine ramp, the men's lifestyle magazine rampstyle and the design magazine ramp.design are published internationally and are considered style-setting.
Luxus: Wir sind es wert!

Luxus: Wir sind es wert!

Luxus lockt und begeistert, polarisiert und provoziert, förderlich für die Wirtschaft ist Luxus dann ohnehin. Aber das Wesen des Luxus geht über das Materielle hinaus. Luxus berührt unsere Sinne, unsere Träume und unsere Sehnsüchte. Dabei weckt der Begriff unmittelbar ebenso konkrete wie vielfältige Vorstellungen.

Similar articles

Our Bestsellers

  • ramp #64 How About That!
    ramp #64 How About That!
    20,00 EUR
    Surprises open our eyes to new things, which now isn't really a big surprise. The unexpected simply stays in memory longer, sparks curiosity – and prompts action. Essential for adapting to a changing world. The future might just be warming up for progress. It's meant to move forward effectively.
  • rampstyle #31 Isn't That Something?
    rampstyle #31 Isn't That Something?
    20,00 EUR
    Focusing on the essentials, blocking out everything else... If you’re focused, you’ve already mastered one important key skill. In our multimodal world, focus is, unfortunately, a rather limited resource. In particularly focused moments, we forget all about time. But do we run the risk of developing tunnel vision? Does focus lose its power over time? Do we become habituated? Far from it. Unexpected surprises? Bring ‘em on!
  • ramp #63 Happy on the Road
    ramp #63 Happy on the Road
    20,00 EUR
    Happy on the road? You bet. For any respectable car culture magazine, after all, being happy on the road is a mandatory prerequisite. Over time, and with a little bit of luck (which is, after all, a close relative of happiness), these feelings cheerfully blossom into an emotional foundation that ...
  • rampstyle #30 Blue Skies
    rampstyle #30 Blue Skies
    20,00 EUR
    After “All Summer Long” here’s our follow-up issue with the title “Blue Skies”. Of course. Because readers who know a little something about the English singer and songwriter Chris Rea will have already noticed how we’ve come full circle here. The blue sky as a symbol of hopeful optimism about what’s to come.
  • ramp #62 Wild Things
    ramp #62 Wild Things
    20,00 EUR
    Just heading along, the journey itself a wonderfully blank page that presents itself to us with a cheerful unpredictability, as an inspired playing field for trial and error, for curiosity and spontaneity, unexpected surprises and flights of fancy. Wild and untamed. Just like life itself.
  • Director’s Cut: Luxury
    Director’s Cut: Luxury
    125,00 EUR
    Luxury is enticing and exciting, polarizing and provocative, not to mention that it is good for the economy. But the essence of luxury goes far beyond the material. Luxury appeals to our senses, our dreams and our desires. It immediately evokes images that are as precise as they are diverse. Luxury also triggers some pretty clear opinions – both favorable and unfavorable.
  • rampstyle #29 All Summer Long
    rampstyle #29 All Summer Long
    20,00 EUR
    Barcelona in summer. With Alvaro Soler - and a Porsche 911 SC. An approach to the phenomenon and the person Yves Saint Laurent. We spoke with Udo Kier in Palm Springs, and Luc Donckerwolke in his garage. And then there's the cover - and the associated story of House of Spoils.
  • Porsche 911 Everlasting Love Stories
    Porsche 911 Everlasting Love Stories
    99,00 EUR
    Sixty years of the Porsche 911 – sixty years that stand for very personal, highly emotional relationships of love involving this sports car. Stories marked by love, lust and passion. Captured in this high-quality illustrated book.
  • ramp #61 Love Is in the Air
    ramp #61 Love Is in the Air
    20,00 EUR
    Blue skies, the scent of fresh grass, the warmth of the moment – but above all: sunshine. The light of the sun’s rays, scientists say, is the decisive factor at the beginning of the warm season that triggers the merry mix of happiness hormones which energetically drive us headlong into the summer.
  • rampstyle #27 By the Way
    rampstyle #27 By the Way
    20,00 EUR
    Did you know that between thirty and fifty percent of all scientific discoveries are the result of coincidence? Velcro, Viagra, X-rays – sometimes people find things without even looking for them, but they are rewarded with an unexpected alternative.
  • rampstyle #28 Into the Great Wide Open
    rampstyle #28 Into the Great Wide Open
    20,00 EUR
    An exclusive fashion editorial with Tim Bendzko. Unseen pictures by photographer Anouk Masson Krantz. A conversation with star director Guy Ritchie and a somewhat different interview with musician Dan Auerbach. All this and much more awaits you in this issue of rampstyle.
  • Director’s Cut: The Lamborghini Book
    Director’s Cut: The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. Alongside exclusive design sketches, an overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • The Lamborghini Book
    The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. An overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • ramp #60 Too Cool to Handle.
    ramp #60 Too Cool to Handle.
    20,00 EUR
    A magazine about coolness? Among other things. But one thing at a time. First of all, it’s off to the movies. There’s this businessman from Boston who helps relieve a bank of a substantial amount of money. The insurance companies are on to him, but they can’t prove a thing. That, in a nutshell, is the plot of...
  • ramp #59 Tomorrow Is Yesterday
    ramp #59 Tomorrow Is Yesterday
    18,00 EUR
    “Tomorrow Is Yesterday” was the title of an episode of the television series Star Trek, and although it was the nineteenth episode overall, it was the first to flicker into German living rooms fifty years ago this May. The story revolved around timelines and time travel.
  • rampstyle #26 Good News
    rampstyle #26 Good News
    15,00 EUR
    Two thin ovals far up inside a circle, a curved arc below, sketched on sunny yellow. In a split second, our brain has combined the elements into a smiling face, instantly putting us in a good mood. Wonderful! A smiley like that just feels good.
  • Men’s manual - Best of rampstyle by Michael Köckritz
    Men’s manual - Best of rampstyle by Michael Köckritz
    29,00 EUR
    Existential questions are answered here: How do I build the perfect sandcastle? How do I start a band? Is there a perfect record player? (Spoiler Alert: yes, there is). Men´s manual is a supergroup of sorts: ramp and teNeues throw together their concentrated expertise in lifestyle.
  • ramp #64 How About That!
    ramp #64 How About That!
    20,00 EUR
    Surprises open our eyes to new things, which now isn't really a big surprise. The unexpected simply stays in memory longer, sparks curiosity – and prompts action. Essential for adapting to a changing world. The future might just be warming up for progress. It's meant to move forward effectively.
  • rampstyle #31 Isn't That Something?
    rampstyle #31 Isn't That Something?
    20,00 EUR
    Focusing on the essentials, blocking out everything else... If you’re focused, you’ve already mastered one important key skill. In our multimodal world, focus is, unfortunately, a rather limited resource. In particularly focused moments, we forget all about time. But do we run the risk of developing tunnel vision? Does focus lose its power over time? Do we become habituated? Far from it. Unexpected surprises? Bring ‘em on!
  • ramp #63 Happy on the Road
    ramp #63 Happy on the Road
    20,00 EUR
    Happy on the road? You bet. For any respectable car culture magazine, after all, being happy on the road is a mandatory prerequisite. Over time, and with a little bit of luck (which is, after all, a close relative of happiness), these feelings cheerfully blossom into an emotional foundation that ...
  • rampstyle #30 Blue Skies
    rampstyle #30 Blue Skies
    20,00 EUR
    After “All Summer Long” here’s our follow-up issue with the title “Blue Skies”. Of course. Because readers who know a little something about the English singer and songwriter Chris Rea will have already noticed how we’ve come full circle here. The blue sky as a symbol of hopeful optimism about what’s to come.
  • ramp #62 Wild Things
    ramp #62 Wild Things
    20,00 EUR
    Just heading along, the journey itself a wonderfully blank page that presents itself to us with a cheerful unpredictability, as an inspired playing field for trial and error, for curiosity and spontaneity, unexpected surprises and flights of fancy. Wild and untamed. Just like life itself.
  • Director’s Cut: Luxury
    Director’s Cut: Luxury
    125,00 EUR
    Luxury is enticing and exciting, polarizing and provocative, not to mention that it is good for the economy. But the essence of luxury goes far beyond the material. Luxury appeals to our senses, our dreams and our desires. It immediately evokes images that are as precise as they are diverse. Luxury also triggers some pretty clear opinions – both favorable and unfavorable.
  • rampstyle #29 All Summer Long
    rampstyle #29 All Summer Long
    20,00 EUR
    Barcelona in summer. With Alvaro Soler - and a Porsche 911 SC. An approach to the phenomenon and the person Yves Saint Laurent. We spoke with Udo Kier in Palm Springs, and Luc Donckerwolke in his garage. And then there's the cover - and the associated story of House of Spoils.
  • Porsche 911 Everlasting Love Stories
    Porsche 911 Everlasting Love Stories
    99,00 EUR
    Sixty years of the Porsche 911 – sixty years that stand for very personal, highly emotional relationships of love involving this sports car. Stories marked by love, lust and passion. Captured in this high-quality illustrated book.
  • ramp #61 Love Is in the Air
    ramp #61 Love Is in the Air
    20,00 EUR
    Blue skies, the scent of fresh grass, the warmth of the moment – but above all: sunshine. The light of the sun’s rays, scientists say, is the decisive factor at the beginning of the warm season that triggers the merry mix of happiness hormones which energetically drive us headlong into the summer.
  • rampstyle #27 By the Way
    rampstyle #27 By the Way
    20,00 EUR
    Did you know that between thirty and fifty percent of all scientific discoveries are the result of coincidence? Velcro, Viagra, X-rays – sometimes people find things without even looking for them, but they are rewarded with an unexpected alternative.
  • rampstyle #28 Into the Great Wide Open
    rampstyle #28 Into the Great Wide Open
    20,00 EUR
    An exclusive fashion editorial with Tim Bendzko. Unseen pictures by photographer Anouk Masson Krantz. A conversation with star director Guy Ritchie and a somewhat different interview with musician Dan Auerbach. All this and much more awaits you in this issue of rampstyle.
  • Director’s Cut: The Lamborghini Book
    Director’s Cut: The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. Alongside exclusive design sketches, an overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • The Lamborghini Book
    The Lamborghini Book
    100,00 EUR
    Author texts, expert interviews and aesthetically pleasing imagery do the brand justice in all aspects and make the book a must-have for all car fans and Lamborghini enthusiasts. An overview of all series models with full technical specifications completes this extraordinary and ambitious book project.
  • ramp #60 Too Cool to Handle.
    ramp #60 Too Cool to Handle.
    20,00 EUR
    A magazine about coolness? Among other things. But one thing at a time. First of all, it’s off to the movies. There’s this businessman from Boston who helps relieve a bank of a substantial amount of money. The insurance companies are on to him, but they can’t prove a thing. That, in a nutshell, is the plot of...
  • ramp #59 Tomorrow Is Yesterday
    ramp #59 Tomorrow Is Yesterday
    18,00 EUR
    “Tomorrow Is Yesterday” was the title of an episode of the television series Star Trek, and although it was the nineteenth episode overall, it was the first to flicker into German living rooms fifty years ago this May. The story revolved around timelines and time travel.
  • rampstyle #26 Good News
    rampstyle #26 Good News
    15,00 EUR
    Two thin ovals far up inside a circle, a curved arc below, sketched on sunny yellow. In a split second, our brain has combined the elements into a smiling face, instantly putting us in a good mood. Wonderful! A smiley like that just feels good.
  • Men’s manual - Best of rampstyle by Michael Köckritz
    Men’s manual - Best of rampstyle by Michael Köckritz
    29,00 EUR
    Existential questions are answered here: How do I build the perfect sandcastle? How do I start a band? Is there a perfect record player? (Spoiler Alert: yes, there is). Men´s manual is a supergroup of sorts: ramp and teNeues throw together their concentrated expertise in lifestyle.