Luxury's New Experience Economy: Interluxe Group Bets Big on Immersive Marketing

NEW YORK – November 7, 2025 – In a move signaling a growing emphasis on immersive experiences within the luxury sector, Interluxe Group, a leading experiential marketing agency, has appointed Maneesh K. Goyal as President, Experiential and Executive Chairman. This appointment, following a strategic investment from Mountaingate Capital and the acquisition of communications firm Quinn, solidifies the agency’s position as a major player in a rapidly evolving market.

While luxury has long been associated with tangible goods, a fundamental shift is underway. Affluent consumers are increasingly prioritizing experiences – curated events, personalized journeys, and immersive brand activations – over material possessions. Interluxe Group, alongside its parent company North & Warren, appears poised to capitalize on this trend.

“We’re seeing a fundamental recalibration of value,” said one industry analyst. “Luxury consumers, particularly younger demographics, are seeking authenticity and connection. Brands can no longer simply tell a story; they need to create an experience that resonates emotionally.”

A Strategic Power Play

The appointment of Goyal, a seasoned veteran in experiential marketing and the owner of acclaimed New York restaurants Passerine and Temple Bar, is central to this strategy. Having previously founded agencies MKG and Pink Sparrow, Goyal brings a unique blend of creative vision and operational discipline. His experience crafting memorable dining experiences translates directly to the world of luxury brand activations.

“Goyal’s background is particularly interesting,” noted another source familiar with the agency. “He understands the power of meticulous detail, ambiance, and creating a holistic sensory experience – all crucial elements in luxury marketing.”

This move follows a significant influx of capital from Mountaingate Capital in January 2025, and the acquisition of Quinn, a luxury-focused communications agency, in August. The combined entity now offers a comprehensive suite of services, encompassing strategy, experiential design, communications, media, and digital marketing – positioning it as a one-stop shop for luxury brands.

Mountaingate's Bet on the Experience Economy

Mountaingate Capital’s investment underscores the growing recognition of the experiential market’s potential. The firm has demonstrated a clear focus on luxury-adjacent sectors, believing that affluent consumers will continue to drive demand for premium experiences.

“Mountaingate sees a clear opportunity in consolidating players in this space,” said an investment analyst. “They’re betting that integrated agencies, capable of delivering a cohesive brand experience across all touchpoints, will be highly sought after.”

With an estimated combined revenue of $80-125 million, Interluxe Group and North & Warren are challenging established players in the luxury marketing landscape. The acquisition of Quinn strengthens the agency’s ability to craft compelling brand narratives and amplify those stories through earned media and influencer marketing.

Beyond Traditional Marketing

The emphasis on experiential marketing represents a departure from traditional advertising models. While brand awareness remains important, luxury consumers are increasingly skeptical of overt marketing tactics. They seek authenticity, connection, and experiences that align with their values.

“Luxury consumers are discerning,” said a marketing consultant specializing in high-end brands. “They’re not easily swayed by flashy advertising. They want to feel a genuine connection with the brand, and experiential marketing is a powerful way to achieve that.”

Interluxe Group's approach focuses on creating immersive environments that transport consumers into the brand's world. This might involve bespoke events, exclusive previews, or personalized journeys designed to foster a sense of connection and exclusivity.

“It's about creating moments that consumers will remember,” said a source within Interluxe Group. “Experiences that evoke emotion, create memories, and ultimately, build brand loyalty.”

Challenges and Opportunities

While the future looks bright for Interluxe Group, the agency faces certain challenges. The experiential marketing space is becoming increasingly competitive, and delivering truly exceptional experiences requires significant investment and expertise.

Additionally, measuring the ROI of experiential marketing can be difficult. Unlike traditional advertising, where metrics like impressions and clicks are readily available, the impact of an experience is often more nuanced and difficult to quantify.

Despite these challenges, the opportunities are immense. As the demand for authentic and immersive experiences continues to grow, Interluxe Group, under the leadership of Maneesh K. Goyal, appears well-positioned to capitalize on this trend and solidify its position as a leading player in the evolving world of luxury marketing. The agency’s integrated approach, combined with its focus on creating truly unforgettable experiences, suggests that it’s not just selling products, but crafting memories – and that, in the luxury market, is a powerful differentiator.