Luxury has long been synonymous with exclusivity, prestige and possession. Don Design, however, believes its future lies in something far more enduring: culture. Through Desiré, the flagship cultural platform from his creative holding company, Very Rare & Co., the South African cultural curator and entrepreneur is bringing together fashion, music, art, gastronomy and hospitality to create experiences that are as intentional as they are inspiring. The platform’s debut unfolded in an exclusive penthouse overlooking Sandton from the Michelangelo Towers, setting the stage for a new conversation around what African luxury can be.