Like A Slow Boat To China

Belmond Senior Vice President Brand and Marketing Arnaud Champenois tells Augustman that quiet luxury’ is yesterday’s trend. A focus on experiences and stories to tell is heralding a new trend slow luxury.

- JONATHAN HO

DURING THE ERA of the steam engine, the romance of travel aboard the Orient Express was an unparalleled experience, encapsulated by the many authors who have been enraptured by their experiences aboard. In fact, Agatha Christie penned her perspective in her 1934 book, Murder on the Orient Express: “Through the windows of the Orient Express, one saw the old, legendary civilisations, as the train raced through the night.” Indeed, it is a journey where guests weave through the fabric of history and mystery with each chug of its engine. Hence, it is not mere coincidence that Belmond Senior Vice President Brand and Marketing Arnaud Champenois is hoping to recapture the magic and mystery of that bygone golden age of train travel.

Beginning his career at Cartier, Champenois held posts at Baume & Mercier and Panerai, eventually joining L’Oreal’s luxury division in Paris, with responsibilities in marketing, developing products and developing fragrances, in addition to signing new collaborations with designers like Victor and Rolf, Maison Margiela and Diesel. After 11 years — his last post in the world of beauty culminated with Biotherme in Hong Kong — he found himself entering an entirely new industry: travel and hospitality. Stints at Starwood, Mariott, W, Luxury Collection and Mandarin Oriental later, he discovered that consumers today are spending less on luxury goods and more on experiences. These insights served him well when he joined Belmond to become their chief brand executive, managing the marketing and communications for the group.