So what is “Irrational Desire” exactly?

Irrational desire is not based on reason, logic or understanding, but rather an inexplicable, aching lust to acquire, and, at times, be part of something bigger. As part of VML, and as WPP’s integrated luxury boutique, our mission is to optimize the critical mix of allure, status, rarity and mystery for brands. 

Gestures over words

The way a luxury brand breathes and behaves is far more impactful in today’s world than what a brand tells you through language. We have an absolute love of the written word, but when it comes to getting into the heart of a consumer, actions speak louder.

Restraint, restraint, restraint

A true luxury brand should never be pushy. The power of a luxury brand is its magnetism, which is why the smart ones understand how to ingratiate themselves into a consumer’s life by knowing how to hold back. And just the right amount, too.

Cults, not brands

People don’t aspire to follow brands, per se. But they do value the idea of belonging to something very special. We look at luxury brands as “cults”, which in turn helps us to craft campaigns that feel very discerning, very insider.