Monday, July 20, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B IPG acquisition, reshaping advertising entirely. PLATINUM Aman Resorts 📈 Aman opened in Italy's Dolomites with three pools and a statement. GOLD Aman Resorts Aman's Mexico debut signals the brand's Americas expansion underway.
Monday, July 20, 2026 3 Leads 12 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons branded residences pipeline reaches $8B+ across seven markets. PLATINUM Accenture Song 📈 Accenture Song paid undisclosed sum for creator platform Whalar. GOLD Global Yacht Charter Market Luxury yacht charter market projected to reach $12.1B by 2030.
Sunday, July 19, 2026 3 Leads 13 Quick Hits DIAMOND Louis Vuitton & Formula 1 📈 Louis Vuitton takes title partnership of Monaco Grand Prix from 2026. PLATINUM Virtuoso & Global Luxury Networks 📈 Virtuoso onboards four luxury properties in six weeks across three regions. GOLD Virtuoso Luxury travel sales surge +34% as U.S. defies inbound tourism declines.
Sunday, July 19, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B acquisition of Interpublic, reshaping advertising. PLATINUM Four Seasons Hotels and Resorts 📈 Four Seasons opened three private residences projects across three continents simultaneously. GOLD Interluxe Group / North & Warren Interluxe and North & Warren acquired Quinn for unified luxury comms.
Sunday, July 19, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B IPG acquisition, now owns $25B combined revenue. PLATINUM Interluxe Group 📈 Interluxe and North & Warren acquired Quinn for communications capacity. GOLD Saher Sahni Saher Sahni appointed to lead experiential design at Oberoi Group.
Sunday, July 19, 2026 3 Leads 12 Quick Hits DIAMOND Interluxe Group / North & Warren / Quinn 📈 Interluxe and North & Warren acquired Quinn to consolidate luxury communications. PLATINUM Turning Stone Resort Casino 📈 Turning Stone opened The Crescent hotel and Salt restaurant with $400M expansion. GOLD Ritz-Carlton / Houston Ritz-Carlton Houston Uptown surpassed $203M in presales before breaking ground.
Sunday, July 19, 2026 3 Leads 13 Quick Hits DIAMOND LVMH / Louis Vuitton 📈 Louis Vuitton becomes title partner of Formula 1 Monaco Grand Prix in 2026. PLATINUM Omnicom Group 📈 Omnicom closes $13B Interpublic acquisition, becomes world's largest ad firm. GOLD Publicis Groupe Publicis posts 4.5% Q1 growth as Sadoun rejects rivals' consolidation tactics.
Sunday, July 19, 2026 3 Leads 12 Quick Hits DIAMOND Aman Resorts 📈 Aman opens Mexico and expands globally across 12+ properties through 2027. PLATINUM Accenture Song 📈 Accenture Song acquired Whalar in the largest creator-economy transaction on record. GOLD Aman Rosa Alpina Aman Rosa Alpina opens in Italy's Dolomites with 3 pools and restored heritage.
Sunday, July 19, 2026 3 Leads 12 Quick Hits DIAMOND LVMH / Belmond 📈 LVMH closed Belmond acquisition. Luxury rail becomes conglomerate asset. PLATINUM Belmond 📈 Belmond launches UK sleeper train. Family luxury moves overnight. GOLD Rosewood Hotels & Resorts Rosewood enters Dubai's luxury tier. Aman, MGM clear the field.
Sunday, July 19, 2026 3 Leads 13 Quick Hits DIAMOND LVMH / Belmond 📈 LVMH closed Belmond acquisition. Three luxury train networks now under one roof. PLATINUM Aman Resorts 📈 Aman opens Rosa Alpina Dolomites. Four properties already announced for 2026. GOLD Four Seasons Hotels and Resorts Four Seasons launched branded residences in Jacksonville with staggering pricing.
Saturday, July 18, 2026 3 Leads 13 Quick Hits DIAMOND Louis Vuitton / Formula 1 📈 Louis Vuitton buys the Monaco Grand Prix. Title partner, 2026 onwards. PLATINUM Accenture Song 📈 Accenture Song acquires Whalar. Creator economy consolidated under consulting. GOLD Rosewood Hotels & Resorts Rosewood opens in Dubai. $5.2B hotel pipeline now 12 brands.
Saturday, July 18, 2026 3 Leads 13 Quick Hits DIAMOND LVMH / Louis Vuitton 📈 Louis Vuitton becomes title partner of Formula 1 Monaco Grand Prix, 2026. PLATINUM LVMH / Belmond 📈 LVMH closed acquisition of Belmond, expanding luxury travel footprint. GOLD Moncler Moncler wins Luxury Grand Prix at Cannes Lions for 'Warmer Together' campaign.
Saturday, July 18, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B IPG acquisition, now world's largest ad firm. PLATINUM Paramount Skydance / Warner Bros. Discovery 📈 Paramount brought Middle East sovereign wealth funds into $110B Warner Bros. deal. GOLD Adidas / Moncler Adidas Oasis collab and Moncler's Grand Prix wins reshape luxury creative hierarchy.
Saturday, July 18, 2026 3 Leads 11 Quick Hits DIAMOND Omnicom 📈 Omnicom closes $13B IPG acquisition, reshaping global advertising. PLATINUM Moncler 📈 Moncler wins Luxury Grand Prix at Cannes Lions for 'Warmer Together'. GOLD Aman Aman Beverly Hills penthouse reserves for $200M as ultra-prime branded residences reset market.
Saturday, July 18, 2026 3 Leads 11 Quick Hits DIAMOND Interluxe Group / North & Warren / Quinn 📈 Interluxe and North & Warren acquire Quinn for luxury comms integration. PLATINUM Saher Sahni / Oberoi Group 📈 Oberoi Group appoints Saher Sahni as experiential design lead. GOLD Cannes Lions / Burson / VML / KitKat Burson and VML take Cannes PR Lions Grand Prix for KitKat Heist.
Saturday, July 18, 2026 3 Leads 12 Quick Hits DIAMOND Louis Vuitton / Formula 1 📈 Louis Vuitton pays to rename Monaco Grand Prix through 2026. PLATINUM Accenture Song 📈 Accenture Song acquires Whalar. Largest creator-economy transaction on record. GOLD Accenture Song Accenture Song acquires Superdigital for social and influencer capabilities.
Saturday, July 18, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B IPG acquisition, creating world's largest ad firm. PLATINUM Mandarin Oriental Hotel Group 📈 Mandarin Oriental tops luxury hotel rankings for third consecutive year. GOLD Louis Vuitton / Formula 1 Louis Vuitton becomes title partner of Monaco Grand Prix from 2026.
Saturday, July 18, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B IPG acquisition, reshaping global advertising. PLATINUM Four Seasons Hotels and Residences 📈 Four Seasons launches branded residences in Disney, Istanbul, Jacksonville. GOLD Global Yacht Charter Market Yacht charter market projected to reach $12.1B by 2030.
Friday, July 17, 2026 3 Leads 13 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons residential launches across three continents simultaneously. PLATINUM Turning Stone Resort Casino 📈 Turning Stone opens $400M luxury expansion: The Crescent Hotel and Salt restaurant. GOLD Belmond (LVMH) Belmond relaunches Eastern & Oriental Express as three-day luxury transit.
Friday, July 17, 2026 3 Leads 12 Quick Hits DIAMOND Paramount Skydance / Warner Bros. Discovery 📈 Paramount Skydance locks $24B from three Middle East funds for WBD deal. PLATINUM Accenture Song 📈 Accenture Song acquired Whalar. Billed as largest creator economy transaction. GOLD Rosewood Hong Kong Rosewood Hong Kong ranks world's best hotel for 2025. Six years open.
Friday, July 17, 2026 3 Leads 12 Quick Hits DIAMOND Accenture Song 📈 Accenture Song acquired Whalar. The creator economy just got a gatekeeping problem. PLATINUM Mandarin Oriental 📈 Mandarin Oriental topped luxury rankings for the third consecutive year. GOLD Aman Aman Singapore unveiled Sky Villas. The branded-residence category just reset.
Friday, July 17, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom / Interpublic 📈 Omnicom closed acquisition of IPG in $13B all-stock deal. PLATINUM Louis Vuitton / Formula 1 📈 Louis Vuitton named title partner of F1 Monaco Grand Prix starting 2026. GOLD Accenture Song Accenture Song acquired creator agency Whalar for over $500M.
Friday, July 17, 2026 3 Leads 11 Quick Hits DIAMOND Aman 📈 Aman penthouse in Beverly Hills reserved for $200M. PLATINUM Aman 📈 Aman New York adds four Crown Building residences to portfolio. GOLD Aman Aman Singapore Sky Villas shift city's luxury landscape.
Friday, July 17, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closes $13B IPG acquisition, reshaping global advertising. PLATINUM Aman Resorts 📈 Aman opens three markets in 12 months: Mexico, Singapore, Dolomites. GOLD Moncler Moncler wins Cannes Lions Luxury Grand Prix for 'Warmer Together.'
Friday, July 17, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B IPG acquisition, world's largest ad firm. PLATINUM Paramount Skydance 📈 Paramount lined up $24B from Middle East funds for WBD buy. GOLD Accenture Song Accenture Song acquired Whalar for $500M+, largest creator deal.
Friday, July 17, 2026 3 Leads 12 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons Private Residences launches in Miami. Vertical construction underway. PLATINUM Louis Vuitton / Formula 1 Grand Prix de Monaco 📈 Louis Vuitton becomes title sponsor of Monaco Grand Prix. Unlimited hospitality reach. GOLD TAG Heuer TAG Heuer launches Monaco Speed 12 at Formula 1 Grand Prix. Motorsport collabs scale.
Thursday, July 16, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B IPG acquisition, creating world's largest ad firm. PLATINUM Louis Vuitton / Formula 1 📈 Louis Vuitton named title partner of Monaco Grand Prix starting 2027. GOLD Ari Emanuel / MARI MARI acquired majority stake in experiential firm Bucket Listers.
Thursday, July 16, 2026 3 Leads 14 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B acquisition of Interpublic, creating the world's largest ad holding company. PLATINUM Louis Vuitton & Formula 1 📈 Louis Vuitton became title partner of the Monaco Grand Prix, deepening luxury motorsports ownership. GOLD Paramount Skydance & Warner Bros. Discovery Middle East sovereign wealth funds committed $24B to back Paramount's $110B WBD acquisition.
Thursday, July 16, 2026 3 Leads 12 Quick Hits DIAMOND LVMH 📈 LVMH closed its Belmond acquisition and now owns the entire luxury rail-yacht continuum. PLATINUM Global Yacht Charter Market 📈 Yacht charter market hits $12.1B by 2030; personalized experience driving 8-year growth. GOLD Navélia Indonesia Navélia expanded its luxury yacht platform for Komodo and Raja Ampat regions.
Thursday, July 16, 2026 3 Leads 12 Quick Hits DIAMOND LVMH 📈 LVMH closed $2.6B Belmond acquisition. Hospitality now owns the narrative. PLATINUM Four Seasons Private Residences 📈 Four Seasons sold $256M in PACE financing on San Francisco residences. GOLD Waldorf Astoria Waldorf Astoria opens Admiralty Arch in London autumn 2026. 114 rooms.
Thursday, July 16, 2026 3 Leads 11 Quick Hits DIAMOND Paramount Skydance / Warner Bros. Discovery 📈 Paramount's $110B WBD deal closes with 38.5% Middle East ownership. PLATINUM Publicis Groupe 📈 Publicis abandons Omnicom merger. AI growth outpaces holding-company consolidation. GOLD Moncler Moncler wins Luxury Grand Prix at Cannes Lions for 'Warmer Together' film.
Thursday, July 16, 2026 3 Leads 12 Quick Hits DIAMOND Accenture Song 📈 Accenture Song acquires Whalar for $500M+, largest creator economy deal. PLATINUM NetJets / Berkshire Hathaway 📈 NetJets proposes private terminal at Naples Airport, signals infrastructure lock. GOLD Accenture Song / Superdigital Accenture Song acquires Superdigital, expands social and influencer capabilities.
Thursday, July 16, 2026 3 Leads 12 Quick Hits DIAMOND Paramount Skydance 📈 Middle East funds commit $24B to back Warner Bros. Discovery acquisition. PLATINUM Aman Resorts 📈 Aman opens Bangkok tower with residences; three properties debut in 2026. GOLD Rosewood Hotels & Resorts Rosewood enters Dubai luxury pipeline alongside Aman, MGM, Six Senses.
Wednesday, July 15, 2026 3 Leads 13 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons branded residences now $40B annual market. Vietnam leads Asia. PLATINUM Waldorf Astoria / Hilton 📈 Waldorf Astoria opens Admiralty Arch, London. 114 rooms. Autumn 2026. GOLD Florence Luxury Collective Florence leads high-end tourism with luxury hotel boom. 2026 pipeline accelerating.
Wednesday, July 15, 2026 3 Leads 14 Quick Hits DIAMOND Omnicom 📈 Omnicom closed $13B IPG acquisition, creating world's largest ad firm. PLATINUM MARI / Ari Emanuel 📈 MARI acquired majority stake in event firm Bucket Listers. GOLD Louis Vuitton / Formula 1 Louis Vuitton becomes title partner of F1 Monaco Grand Prix.
Wednesday, July 15, 2026 3 Leads 12 Quick Hits DIAMOND Paramount Skydance 📈 Paramount lines up $24B from Middle East funds for Warner Bros. acquisition. PLATINUM Studiocanal 📈 Studiocanal closes nearly 100 deals at Cannes after robust marketplace. GOLD Japan National Tourism Organization Japan records 3.5 million inbound visitors in February, setting monthly record.
Wednesday, July 15, 2026 3 Leads 10 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed $13B Interpublic acquisition, reshaping global agency hierarchy. PLATINUM Accenture Song 📈 Accenture Song acquired Whalar for $500M+, the largest creator economy deal. GOLD Interluxe Group & North & Warren Interluxe and North & Warren acquired Quinn to consolidate luxury comms.
Wednesday, July 15, 2026 3 Leads 11 Quick Hits DIAMOND Paramount Skydance / Middle East Sovereign Wealth Funds 📈 Middle East funds commit $24B to Paramount-Warner Bros. merger financing. PLATINUM Ritz-Carlton / Houston Development 📈 Ritz-Carlton Houston tower surpasses $203M in pre-construction sales. GOLD Vietnam Tourism / Branded Residences Market Vietnam claims Asia's largest branded residences market at $40B sector value.
Wednesday, July 15, 2026 3 Leads 11 Quick Hits DIAMOND Aman Resorts 📈 Aman opens $200M+ Singapore residences tower with private pools. PLATINUM Aman Resorts 📈 Aman Rosa Alpina opens in Dolomites; Jean-Michel Gathy designs peace. GOLD Aman Resorts Aman secluded ranch retreat opens in Texas; new geography signals shift.
Wednesday, July 15, 2026 3 Leads 14 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B acquisition of Interpublic, creating the world's largest advertising firm. PLATINUM Paramount Skydance / Middle East Sovereign Wealth Funds 📈 Paramount secured $24B from Middle East sovereign funds to close its Warner Bros. acquisition. GOLD Ritz-Carlton / Houston Residences Ritz-Carlton Houston Residences surpassed $203M in pre-construction sales in four months.
Wednesday, July 15, 2026 3 Leads 12 Quick Hits DIAMOND LVMH / Belmond 📈 LVMH closed Belmond acquisition, unlocking $3B+ in luxury travel consolidation. PLATINUM Four Seasons Hotels and Residences 📈 Four Seasons launched branded residences in five markets simultaneously. GOLD Belmond (LVMH) Belmond relaunched Eastern and Oriental Express with three-day Singapore-Malaysia routing.
Tuesday, July 14, 2026 3 Leads 13 Quick Hits DIAMOND Publicis Groupe 📈 Publicis-Omnicom merger officially dead. Sadoun posts 4.5% Q1 growth anyway. PLATINUM Jamaica Tourist Board 📈 Jamaica launches "There's Always More" community tourism campaign nationally. GOLD Mandarin Oriental Hotel Group Mandarin Oriental tops world luxury hotel rankings for third consecutive year.
Tuesday, July 14, 2026 3 Leads 13 Quick Hits DIAMOND Paramount Skydance 📈 Paramount lines up $24B from Middle East funds for Warner Bros. deal. PLATINUM WPP 📈 WPP CEO Cindy Rose ditches holding company model entirely. GOLD Accenture Song Accenture Song acquires creator agency Whalar for $500M+.
Tuesday, July 14, 2026 3 Leads 13 Quick Hits DIAMOND Formula One / Luxury Brands Consortium 📈 Luxury brands move beyond F1 sponsorship to owning the experience itself. PLATINUM AMAN 📈 AMAN opens Singapore residences with private pools and sealed-unit pricing. GOLD AMAN AMAN enters Mexico with Rosa Alpina model across three new properties.
Tuesday, July 14, 2026 3 Leads 13 Quick Hits DIAMOND Accenture Song 📈 Accenture paid over $500M for Whalar, the creator economy's first nine-figure acquisition. PLATINUM Publicis Groupe 📈 Publicis posted 4.5% growth in Q1. Arthur Sadoun called rivals' tactics obvious. GOLD AMAN AMAN Singapore Residences will offer sky villas with private pools in 2026.
Tuesday, July 14, 2026 3 Leads 12 Quick Hits DIAMOND Cannes Lions 2026 📈 The Ordinary, KitKat, Adidas won 8 Grand Prix awards. Behavior became the brief. PLATINUM Motive (Agency) 📈 Motive president Krista Nicholson retires. Hillary Miller, Brooke Bartlett take co-managing director roles. GOLD Annabel's (Members Club) London's Annabel's opens New York outpost. The private club arbitrage restarts.
Tuesday, July 14, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group / Interpublic Group 📈 Omnicom acquires IPG for undisclosed sum, creating holding company duopoly. PLATINUM Discover Los Angeles / Los Angeles Tourism Board 📈 Los Angeles launches global World Cup 2026 campaign to position city as host hub. GOLD Singapore Tourism Board Singapore launches culinary capital positioning campaign across Asia-Pacific tier.
Tuesday, July 14, 2026 3 Leads 12 Quick Hits DIAMOND WPP 📈 WPP ditches the holding company label entirely under new CEO Rose. PLATINUM Accenture Song 📈 Accenture paid over $500M for creator agency Whalar in largest deal of its kind. GOLD Moschino Adrian Appiolaza exits Moschino after two and a half years as creative director.
Tuesday, July 14, 2026 3 Leads 12 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closes $13B Interpublic acquisition, reshaping global ad hierarchy. PLATINUM Omnicom Group 📈 Omnicom Q1 net income surges 40.8% post-IPG integration. GOLD Ari Emanuel / MARI MARI acquires majority stake in Bucket Listers event firm.
Monday, July 13, 2026 3 Leads 13 Quick Hits DIAMOND Paramount Skydance 📈 Paramount locked $24B from Middle East funds for Warner Bros. deal. PLATINUM Dubai Department of Economy and Tourism 📈 Dubai tourism drew $2B in foreign direct investment in a single sector. GOLD Mandarin Oriental Hotel Group Mandarin Oriental ranked world's best luxury hotel brand for third consecutive year.
Monday, July 13, 2026 3 Leads 12 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons branded residences now span six continents with 40 Disney units under construction. PLATINUM Aman Resorts 📈 Aman opened five properties in 18 months. Mexico debut confirms new construction velocity. GOLD Japan National Tourism Organization Japan inbound tourism hit 3.5 million in February. Chinese visitor collapse absorbed by diversification.
Monday, July 13, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B IPG acquisition, creating the largest ad firm. PLATINUM Ari Emanuel / MARI 📈 MARI acquired a majority stake in event firm Bucket Listers. GOLD Moschino Adrian Appiolaza departed as Moschino creative director after 2.5 years.
Monday, July 13, 2026 3 Leads 13 Quick Hits DIAMOND Publicis Groupe 📈 Publicis posts 4.5% Q1 growth as holding-company model holds. PLATINUM WPP 📈 New WPP CEO Cindy Rose ditches the holding-company label entirely. GOLD Studiocanal Studiocanal closed nearly 100 international deals at Cannes 2026.
Monday, July 13, 2026 3 Leads 12 Quick Hits DIAMOND LVMH Moët Hennessy Louis Vuitton 📈 LVMH closed acquisition of Belmond, embedding luxury brands into 25+ properties globally. PLATINUM Omnicom Group 📈 Omnicom closed $13B Interpublic acquisition, becoming world's largest advertising holding company. GOLD Mandarin Oriental Hotel Group Mandarin Oriental ranked No. 1 global luxury hotel brand for third consecutive year.
Monday, July 13, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom closed its $13B acquisition of Interpublic, reshaping advertising. PLATINUM Paramount Skydance 📈 Middle East sovereign funds committed $24B to Paramount's Warner Bros. deal. GOLD Belmond / LVMH Belmond launched Eastern & Oriental Express after 4-year hiatus.
Monday, July 13, 2026 3 Leads 7 Quick Hits DIAMOND Accenture Song 📈 Accenture Song acquired Whalar for $500M+, consolidating creator economy. PLATINUM Accenture Song 📈 Accenture Song acquired Superdigital to double down on social and influencer capabilities. GOLD W South Beach W South Beach beginning luxury transformation. Property closes summer 2026.
Sunday, July 12, 2026 3 Leads 13 Quick Hits DIAMOND Four Seasons Hotels and Resorts 📈 Four Seasons branded residences now span five continents with 80%+ sell-through. PLATINUM Accenture Song 📈 Accenture Song acquired Whalar and Superdigital for $500M+ in creator economy consolidation. GOLD Brookfield Asset Management Brookfield entered Dubai hotel market with $545M Sofitel acquisition bid.
Sunday, July 12, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group 📈 Omnicom absorbs IPG for $13.5B, becomes largest ad holding company. PLATINUM Hyatt Hotels 📈 Hyatt acquires Playa Hotels & Resorts for $2.6B, eyes Caribbean scale. GOLD InterContinental Hotels Group IHG acquires Six Senses Hotels, Resorts & Spas for luxury expansion.
Sunday, July 12, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom Group / Interpublic Group 📈 Omnicom absorbs IPG in $13.3B merger, becomes largest holding company. PLATINUM Publicis Groupe 📈 Publicis wins twice as many pitches as WPP and Omnicom combined in 2025. GOLD Bangkok / Thailand Tourism Bangkok outranks US, India, Indonesia as Asia's luxury travel capital.
Sunday, July 12, 2026 3 Leads 13 Quick Hits DIAMOND Omnicom + IPG 📈 Omnicom acquires IPG for $13.5B, creates largest ad holding company. PLATINUM Neil French 📈 Neil French, legendary Asia creative director, passes. Legacy reshapes agency hierarchy. GOLD Tom Skinner / TikTok TikTok's global creative director Tom Skinner departs after defining platform aesthetic.