Because of the ongoing severity of the economy, the definitions and presentations of luxury appear to be evolving. What is emerging, due to the shock and awe of this recession-roller-coaster ride, is the shift in luxury awareness from mirror to window, or, from narcissism of self, involving conspicuous consumption, to window: looking from conspicuous to conscious consumption, infused with a strong measure of social awareness. Looking out the window garners new vistas, and as it does, garners divergent root systems in the meaning and awareness of the luxury experience.
A new example of this evolving definition are the new ideas put into place at the Tryall Club – a bastion of family tradition and colorful history near Montego Bay, Jamaica.
It is, and has been for the past ½ century an enclave of understated elegance, with an exceptional social history and multilayered cultural tradition. Originally a 2300 acre sugar plantation, it was transformed in the 1950s into an elite club of private oceanfront, ocean view and golf course villas. Bing Crosby ( who bought four plots of land in one morning), and friends visited there, Noel Coward, Princess Margaret, Winston Churchill all were there. It defined and still does, some of the best that money buys in terms of time, space, location and design aesthetic.