Creativity is the driving force of the long, close relationship between high culture and the high-end sector. But creativity shouldn’t have a price tag and luxury shouldn’t be defined by its cost – we have a responsibility to work harder than ever to make the exceptional experiences we create accessible to a wider audience: to help them look under the bonnet, to see craftsmen and creatives use their skills to bring something magical to life .

The Royal Opera House is a brilliant example of how this is achievable: their Open UP project makes this extraordinary space more accessible to more people than ever – is this a model that every luxury brand should explore?

I very much hope that over time, the perception of this institution and of our performance will shift from being elitist, but we will keep a sense of being special, of it being extraordinary, engaging and all consuming … but open for a much wider public to connect with. I want as many people as possible to visit to one of the world’s most beautiful theatres, to experience our art forms and to get a taste of the remarkable creativity at play here.”

Alex Beard OBE, CEO of the Royal Opera House