Premium used to speak slowly. Now, it has to somehow shout quietly with immediacy.

In a market where attention is the new luxury, premium brands are facing a paradox: consumers say they want deeper meaning, but give you eight seconds to deliver it. Depth still matters. But only if it lands fast.

So, how do you earn attention without losing substance? In our Dissonance Decade webinar, we asked three experts how they navigate this tension every day — across drinks, hospitality, and brand strategy.

DESIGN IMPACT INTO THE INGREDIENTS

“To make it land, I start with the ingredients,” said Deniseea Head, founder of Chicken + Champagne. “If they’re emotional — if they’re rooted in something true — then I’ve got a head start. I don’t have to force the story. You feel it.”

For Deniseea, flavour is more than function. It’s cultural shorthand. Her cocktails tell complex stories, but the guest should feel that story before she ever explains it.

“When it’s done right, a well-balanced cocktail has already done half the work.”

DON’T OVERDESIGN THE FIRST MOMENT

Simon Maguire, who works with independent hotels across Europe, warned against overstatement in the opening interaction.

“The welcome moment happens before they speak to anyone. That’s the brand moment,” he said. “You’ve either earned their attention — or you’ve lost them.”

The best hospitality brands design for emotional clarity from the start. Simon’s principle? Take things away until what remains is felt, not just seen.

“People don’t want clever. They want clear.”

MAKE ATTENTION THE BEGINNING, NOT THE GOAL

Hue & Cry’s own CJ Fiala brought an agency lens to the problem:

“We’re still acting like attention is the win, but it’s just the beginning. You can catch someone’s eye with cleverness. But if you want to hold them, you need emotional payoff. Premium has to leave a mark, not just an impression.”

In other words: don’t design for clicks. Design for connection.

WHAT WE’RE SEEING

The most effective premium brands don’t dilute their depth. They distil it. They:

• Lead with sensory or emotional shorthand
• Let the guest’s context shape their approach
• Avoid performance in favour of presence
• Use clarity as a form of care

Premium no longer has time to explain itself. But when it’s done right, it doesn’t have to.

BONUS TREAT:

Every webinar and event has its own tech demons, but you can’t keep a top bartender down. Enjoy Deniseea’s recorded answer, as she tackles the question: You build cocktails that carry deep cultural storytelling. How do you design those moments to land fast and still leave an emotional impact?