LaPorta A new highly personalised lifestyle management and concierge service
Felix&Friends has begun work to create an exciting new London-based lifestyle management and concierge brand, LaPorta. Catering for a discerning international audience, the brand and business will be highly personalised to each individual, giving them the luxury of time and access to elevated lifestyles and experiences.
Offering members a gateway to unlock the world, this highly bespoke service is positioned as a sophisticated and nuanced cut above its competitors, and will provide specialised lifestyle management services across the globe. Our brand strategy work underpins a fresh and resonant identity with a European name and vibe, with the project to be delivered in the new year.
Felix&Friends' approach to LaPorta centres on establishing a service that transcends the transactional nature of traditional concierge offerings. The brand strategy positions LaPorta not simply as a provider of access, but as a curator of possibility for individuals whose lives demand both discretion and excellence. Where conventional services catalogue experiences, LaPorta anticipates needs, understanding that true luxury lies in the seamless orchestration of life's complexities rather than merely responding to requests.
The strategic foundation developed by Felix&Friends recognises that LaPorta's future members are individuals who have already achieved access to the world's finest offerings. What they seek is something more refined: a partnership that understands their unique rhythms, preferences, and aspirations without requiring constant articulation. This insight shapes every aspect of the brand's positioning, from its understated visual identity to the carefully calibrated tone of voice that never overpromises or embellishes.
Central to Felix&Friends' strategy is the concept of 'intelligent personalisation', a framework that moves beyond surface-level customisation. LaPorta's model is designed to build genuine understanding of each member over time, creating a service that becomes more valuable and intuitive with every interaction. This approach requires sophisticated operational infrastructure, which Felix&Friends has mapped across global markets, ensuring that whether a member is in London, Tokyo, or São Paulo, the quality and character of service remains consistent whilst adapting to local nuances.
The brand architecture developed by Felix&Friends positions LaPorta within a carefully defined competitive landscape. Rather than competing on breadth of services or volume of partnerships, the strategy emphasises depth of relationships and quality of execution. This distinction is critical in a market where many concierge brands have diluted their positioning through expansion, sacrificing the very exclusivity and attention to detail that originally defined their appeal.
Felix&Friends' narrative work for LaPorta deliberately avoids the hyperbolic language that pervades the luxury concierge sector. There are no superlatives about 'ultimate experiences' or 'unparalleled access'. Instead, the brand voice speaks with quiet authority, reflecting the confidence of a service that understands its value without needing to declare it. This restraint extends throughout the brand's expression, from member communications to partnership dialogues, establishing LaPorta as a sophisticated presence in a market often characterised by overstatement.
As the project moves toward delivery in the new year, Felix&Friends continues to refine the strategic framework that will guide LaPorta's launch and evolution, ensuring the brand enters the market not as another concierge service, but as a redefinition of what personalised lifestyle management can represent.
Our Journal
View AllFollowing the successful launch of Sotheby’s International Realty in the UK and UAE, Felix&Friends has delivered its latest product for the brand in Spain as Viva Sotheby’s Realty.
Evolution of a Bespoke Furniture Brand