Seventeenth International Conference on Design Principles & Practices

Abstract

Sustainability and luxury are often confronted with each other in terms of the points emerged as social tendencies. These two find themselves in an agreement area: product design. In the study, the equivalence of the concepts of sustainable luxury and lux sustainability in product design is questioned within the agreement area of them. We consider the displaceability and hierarchy of sustainable and luxury concepts. The followers of this area is defined as the target group. The study is a test of two hypotheses to be carried out on the identification of target group. Sustainable luxury and lux sustainability in product design have different definitions and target groups. And sustainable luxury and lux sustainability in product design could be followed by a common target group. This study is a qualitative research which consists of evaluating the literature and examples related to the testing of these two hypotheses. The literature research has been conducted on the process of transforming the concepts of sustainability and luxury as an independent social tendency. The second part of the study focuses on the relationship between sustainability and luxury tendencies with product design and the determination of the characteristics of target groups. Additively, sustainable or luxury product design and their target groups are aimed to be associated with sample product design projects. We analyze the intersecting elements of sustainable luxury and lux sustainability product design trends.