In the past, luxury was defined as “something adding to pleasure or comfort but not absolutely necessary.” It implied privilege and exclusivity. But what happens if we turn this definition around? What if we begin to reinterpret the concept of luxury as an intrinsic part of everyday life, not just for a few but for everyone? If we go beyond limiting luxury to the mere consumption of unnecessary goods and services we can begin to appreciate how good design will contribute to a future where excess and waste are no longer acceptable. It will be a future where everything from the design of sustainable packaging to the architecture of good public housing will form part of the new idea of luxury.