From objects to experiences
In 2025, Bain & Company and Altagamma describe a personal luxury goods market that is slowing down, while high-spending consumers devote more to wellbeing and experiences. Knight Frank, in *The Wealth Report 2025*, confirms it from another angle: for high-net-worth individuals, health and wellbeing are now the top spending priority.
It is not a seasonal fashion. It is a change in what is considered valuable: time of your own, health, calm.
What that means at home
If luxury is no longer what is kept in a wardrobe, at home it translates into space. A place of your own, a few steps away, where nobody asks anything of you for an hour. A place you go to on purpose in the morning, before the day begins, or at the end of the afternoon, to stretch.
That space does not need to be large. It needs to be well thought out: natural light, good materials, silence and a careful relationship with the garden.
Architecture for wellbeing
Supercubo Home was born from that idea. It is a private gym made of cross-laminated timber (CLT) from Galician pine, 2.50 × 3.00 m, with natural light and the sports equipment included. It is placed in the garden with no building work and is ready in around 30 days from reservation.
The timber insulates against cold, heat and noise. The proportions and the light make you want to go in. And the right distance from the house turns the walk across the garden into the first gesture of switching off.
Esquire featured it in its October 2026 issue.
Frequently asked questions
Why is wellbeing called the new luxury?
Because the sector’s reference reports — Knight Frank, Bain & Company and Altagamma — agree that high-end spending is shifting from goods to health, wellbeing and experiences.
What does it have to do with the home?
At home, that shift translates into spaces of your own for looking after yourself, such as a standalone garden gym, rather than into objects.
What is Supercubo Home?
A private gym made of Galician pine CLT timber for the garden, 7.5 m², with sports equipment included, placed with no building work in around 30 days.
Do I need a lot of space in the garden?
The module takes up 2.50 × 3.00 m. You also need access for the crane that places it; we check this with you before confirming the reservation.