Inspire Magazine #67

What is considered premium is changing over time. Even though the definition is shifting, premium is a good indicator of what society considers to be the most treasured objects and experiences. Premium can be something rare and precious, but it can also be what we want to be associated with.

Today consumers are looking for a more meaningful lifestyle. Priorities are re-assessed, and premium is defined less by high gloss and more by authenticity, craftsmanship and sustainability attributes.

For this issue of Inspire Magazine we have set out on a journey to explore the past, the present and the future of premium. Associate professor Sofia Ulver points out that quality is a somewhat timeless indicator of premium. James Brooks at L:a Bruket believes that the premium starts with the packaging. Design Director Jump Jirakaweekul thinks premium is first achieved when everything serves a purpose. Enjoy Inspire 67!