What Happened At GBB Live 2026: New Frontiers?

The inaugural GBB Live Summit brought together leaders from across fashion, design, travel, automotive, beauty and lifestyle at Town Hall by Bottaccio for an afternoon of conversation, debate and connection. At its core, the event explored a central question: what does the future of British luxury look like in an increasingly complex, global and digital world?

Designing Tomorrow’s Luxury

Hosted by Dylan Jones, with Emma Pike, Giles English, Dr Nicola Hodson and Michael John Harris

Opening the afternoon, the first panel set the tone with a compelling discussion on the balance between heritage and innovation. For British brands, this tension is nothing new – but it is becoming more pronounced as technology accelerates and consumer expectations evolve.

A recurring theme was the idea that true luxury brands must exist in two timelines at once: grounded in craftsmanship and legacy, yet constantly evolving. As one speaker noted, success lies in keeping ‘one foot in the past and one in the future’.

Artificial intelligence was a central talking point, not as a threat, but as a powerful tool. From enhancing personalisation to streamlining operations, AI is already reshaping how brands engage with their audiences. Yet, the consensus was clear: technology can elevate the experience, but it cannot replace the human elements that define luxury – creativity, emotion and storytelling.

If anything, the rise of AI is sharpening the value of these qualities. As digital interactions increase, so too does the desire for genuine human connection. Physical experiences – events, retail spaces, and meaningful brand interactions – are becoming more important, not less.

Sustainability, too, was reframed. Rather than a marketing narrative, it is increasingly embedded within the DNA of luxury – expressed through longevity, quality and timeless design.

Key takeaways:

• Luxury brands must balance heritage with innovation
• AI is an enabler of creativity and efficiency, not a replacement
• Human connection and physical experiences are increasing in value
• Sustainability is most powerful when embedded, not marketed
• The future of luxury is experiential and lifestyle-led

The A–Z of Britishness

Hugo Rifkind interviewed by Ed Vaizey on his piece for Great British Brands 

The conversation then turned to British identity – that elusive yet powerful quality that continues to underpin the global appeal of many of our homegrown brands.

Britishness, it was suggested, is not a fixed concept but a living one: shaped as much by humour and eccentricity as by heritage and tradition. It is this nuance – the ability to be both rooted and self-aware – that gives British brands their distinctive voice on the global stage.

In a crowded international market, authenticity is key. The brands that resonate most are those that embrace their identity without over-engineering it, allowing their story to feel both genuine and relevant.

Key takeaways:

• Britishness is a dynamic mix of heritage, humour and culture
• Authenticity is a key differentiator in global markets
• Strong brands balance tradition with modern relevance
• Storytelling rooted in identity drives global appeal

East vs West: Where Next For Growth?

Hosted by John Arlidge, with Kiki McDonough, Dr R. Sri Ram and Fflur Roberts

If the first half of the summit focused on identity and innovation, the second turned outward – examining where growth lies in an increasingly fragmented global landscape.

The message was clear: looking beyond the UK and Europe is no longer optional. While domestic markets remain important, much of the opportunity lies overseas.

India emerged as a particularly exciting prospect – a vast, youthful and aspirational market with a growing appetite for luxury. China, meanwhile, is entering a new phase. Still hugely significant, it is becoming more complex, with the rise of strong domestic brands and a shift towards experiential consumption over pure product acquisition.

The Middle East, despite short-term uncertainty, is expected to rebound, driven by tourism and pent-up demand. And the United States continues to offer scale, confidence and a culture of spending that remains highly attractive to luxury brands.

Yet with opportunity comes challenge. Expanding into new markets requires more than simply exporting a product – it demands careful localisation, cultural understanding and, crucially, storytelling that resonates across borders.

Key takeaways:

• International expansion is critical for future growth
• India offers significant long-term potential
• China is evolving with local competition and experiential trends
• The Middle East is expected to rebound strongly
• The US remains a high-value, high-spending market
• Success requires localisation and cultural understanding

A Final Word: Creativity, Connection & Confidence

Mary Portas in conversation with Charlotte Metcalf

The closing conversation brought the focus back to the fundamentals: creativity, trust and emotional connection.

As consumer behaviour shifts, there is a growing emphasis on values – with audiences seeking brands that feel authentic, purposeful and aligned with their own identity. At the same time, there is a renewed appetite for joy, experience and bold thinking.

Across the afternoon, one idea remained constant: while the tools and markets may change, the essence of luxury does not.

It is still built on storytelling, craftsmanship and human connection.

And as the industry looks ahead, it is those brands that can combine these foundations with innovation and global ambition that will define the next chapter of British luxury.

Key takeaways:

• Creativity and bold thinking are essential for growth
• Consumers are prioritising values, trust and authenticity
• Emotional connection is a key driver of brand loyalty
• Luxury is increasingly about experience and joy
• The future belongs to brands that balance heritage, innovation and global ambition

Where Next For Great British Brands?

As the GBB Live Summit made clear, British brands are entering a pivotal moment – one defined as much by global opportunity as by increasing complexity.

While the UK and European markets remain important, the path to growth is undeniably international. Markets such as the United States continue to offer scale and spending power, while regions including India and the Middle East present significant long-term potential, driven by younger, increasingly affluent consumers and a growing appetite for luxury.

At the same time, the landscape in China is shifting. Once dominated by Western luxury brands, it is now a more competitive and nuanced environment, with the rise of strong domestic players and a clear pivot towards experiential luxury and cultural relevance.

Against this backdrop, success will depend not just on where brands go, but how they show up. Expanding into new markets requires more than exporting a product – it demands a deep understanding of local audiences, thoughtful adaptation, and storytelling that resonates across cultures without losing authenticity.

Technology will continue to play a defining role, particularly in shaping customer experience and enabling scale. Yet, as highlighted throughout the summit, it is not technology alone that will differentiate brands. The enduring value lies in creativity, craftsmanship and human connection – qualities that remain at the heart of British luxury.

Ultimately, the brands best positioned for the future will be those that can balance global ambition with local relevance, and innovation with identity – staying true to their roots while confidently stepping onto the world stage.

About GBB Live

GBB Live is an exciting new event from Country & Town House – an afternoon summit bringing together thought leaders and key decision-makers from the worlds of fashion, design, travel, automotive, beauty and lifestyle for an afternoon of panel discussions, keynote speeches and lively debate.

The event is an editorially curated forum uniting the industry’s brightest minds and most influential brands, bringing Great British Brands to life for a growing members’ community.

2026 Event Schedule

Date: Tuesday 14 April 2026
Time: 2:00 PM – 7:00 PM
Address: Town Hall by Bottaccio, Bidborough Street, London WC1H 9AU 
Audience: ca. 180 senior leaders, founders, creatives and decision-makers from the UK’s most exciting luxury brands

Town Hall is Camden’s reimagined cultural landmark, set in a 1937 Grade II-listed building in the heart of King’s Cross.

Spanning 60,000 square feet, the venue blends heritage with contemporary design through state-of-the-art event spaces, a bold year-round cultural programme, and a members’ society.

With interiors envisioned by Tom Dixon, its stone walls now frame a series of spaces for debate, discourse and entertainment. Restored and operated by Bottaccio Group, Town Hall serves as London’s living room for artists, technologists, and visionaries — a place shaped by the people in it, standing proudly at the epicentre of culture and innovation in King’s Cross.