by Christopher Brooks, co-founder of Lexden Luxe
Salon Prive: Luxury’s love affair with storytelling
It’s an annual family tradition for me and my eldest son to attend Salon Prive at Blenheim Palace in Oxfordshire. Now twenty years young, the globally recognised event which showcases super and hyper cars is the passion project of car enthusiast brothers Andrew and David Bagley.
We’ve enjoyed various days and attended in many ways. Each experience provides its own advantages. This year we were guests of The Luxury Report, a partner of Salon Prive. It afforded us entrance to the grounds across the world-famous Bladden bridge and through the palace. Both served as reminders of history and heritage, the hallmarks of luxury brands. We also enjoyed the exclusive Spencer Pavillion for a superb lunch.
We have become familiar with the standard of this the world’s leading event for super and hyper cars. The combination of close access to some of the most exclusive cars in the world, a range of more popular supercars with club owners on hand, and world-class expert concours judging created a unique atmosphere. Added to this were the sprawling grounds and gardens to explore. The high standard of retail options made it a thoroughly enjoyable experience.
Salon Prive and the UHNW community
Whilst the event is not an exclusive UHNWI clientele gathering, it does attract the attention of the wealthiest car collectors. In addition, musicians, artists and the modern trend for influencers can be spotted in attendance.
However, I would trade all of this for what I believe is the greatest advantage Salon Prive has to offer: storytelling and with-it extraordinary story tellers. From the moment we arrive until we depart, iconic automobiles from across the globe stretching back almost 100 years surround us.
Some masterpieces
One story will remain, as the 1933As the 1933 Hispano Suiza J12 Sport Roadster rolled onto the main judging stand as part of the Concours series, the expert compere began unfolding its history. He was supported by more than twenty world-class judges, adding authority to the moment. When as World War II broke out, the parts of the car were hidden by its French-Spanish owners. However, they remained concealed until a Prince declared it safe to recover and rebuild the car to its original specification. Today it resides in the U.S., where it is a centrepiece at many classic car gatherings. For many years, however, it lived a less pampered life in Guatemala, kept and used in a more utilitarian manner. The quest to restore this treasure has given it back its place in automotive royalty. And now, 93 years since its creation, it is admired as much for its remarkable journey as for its craftsmanship. Having outlived almost all at Salon Privé, the J12 accepts the applause and salutes the other remarkable automobiles it shares the limelight with.
One car in particular caught my attention. An Aston Martin J Type with the number 54 blazoned across its bonnet. I am no evaluator of classic cars, but I could see it was a premium racing machine. By coincidence, its racing driver and classic car expert Martin joined us at lunch, along with his wife, also a former racing driver. We soon shared stories, and I listened as the Aston’s illustrious history unfolded, with tales of European and U.S. racing adventures over the decades. Though now retired, I was thrilled to hear that to hear that Martin plans a return to the track.
Salon Prive and Lexden Luxe’s MEPA framework
We shared several stories and discovered we had a racing legend in common. Someone my father knew well, and whom I had met and watched race many times. Martin and Pauline also knew the driver and his wife and we shared more anecdotes. While the event showcased some of the most incredible super and hypercars on the planet, it was this kind of storytelling that creates the deepest and most meaningful memories.
At Lexden Luxe, we call this ‘Exceptional Experiences’. The creation of the right environment with the perfect blend of ingredients to deliver something more meaningful than imagined. Too often mistaken for simply ‘exceeding expectations’ through excess, true exceptional experiences in luxury come from a deeper understanding of what matters most to the client and the outcomes they truly hope to achieve.
Do the organisers Andrew and David know this? It’s certainly a subconscious consideration. Although my day did not result in the purchase of a hyper, super, or classic car, it proved valuable in other ways. The stories shared with me throughout the day enhanced my connection to several brands. These build a picture in my mind, and a feeling in my heart earned through the experiences and the stories which surround the brands.
I will, of course, return next year, as is tradition. My focus will again be equally on looking and listening to the event. This way I can maximise my enjoyment of all that can be taken from it. Until then, I will have many stories to lean back on, reminding me of the brands and their place in my heart. And, invariably, at some point, in my garage.
