The first edition of LUXURYLAB BRAZIL took place on March 2015, in Sao Paulo, at the Unique hotel; the place where this forum dedicated to luxury started its global expansion. LUXURYLAB introduced to that South American country great personalities of both the Brazilian and global business world, including: Carlos Jereissati Filho, who spoke about innovation and development within Iguatemi, a company dedicated to shopping centers; Natalia Klein, founder of NK Store, gave an interesting talk about the importance of the domestic luxury market. Oskar Metsavaht, Rogerio Fasano, Patricia Carta, and Fernanda Feitosa were part of the panel moderated by Camila Garcia: “What is luxury?” Among the international speakers were June Haynes, luxury consultant; Julia Chaplin, journalist and writer; Stefano Barbini, San Lorenzo Mountain Lodge. Chris Blackwell of Island Outpost, talked about the influence of music on brands; George Mitchell from Brand Karma, shared information about how the digital sector can be the best friend of a luxury brand and Roberto Girotti successfully presented the case of Delta Airlines.