INSIDE THE QUIET LUXURY SHIFT TRANSFORMING HIGH-END LAUNDRY DESIGN

In high-end homes, the most telling upgrades are no longer the obvious ones.

It’s not just the marble in the kitchen or the view from the terrace. Increasingly, it’s the rooms you don’t see, and how well they actually work.

The laundry is a perfect example.

Once treated as a purely functional space, it is now being reconsidered by architects and homeowners alike as a zone where performance, hygiene and design need to align.

And for buyers operating at the top end of the market, that shift is less about aesthetics and more about control.

Because in a home where everything is curated, inefficiency stands out.

ASKO’s latest “Laundry Care 2.0” range leans directly into that mindset, positioning the laundry as a long-term investment rather than a basic appliance purchase.

Built on more than 75 years of engineering, the Scandinavian brand’s latest systems focus on durability, precision and what is becoming a defining luxury in modern homes: quiet.

One of the more telling innovations is something most buyers would never think to question until it fails.

Traditional washing machines rely on rubber seals that trap dirt and bacteria over time. ASKO replaces that entirely with a steel solution designed to maintain a cleaner, more hygienic drum.

It’s not a headline feature. But it is exactly the kind of detail buyers tend to notice.

Then there is the issue of noise.

As open-plan living has become standard in prestige homes, the background hum of appliances has gone from unnoticed to intrusive.

ASKO’s suspension system is engineered to minimise vibration almost entirely, allowing machines to run without disrupting the wider home environment.

In practical terms, that means a load can run late at night without carrying through the house. In lifestyle terms, it means the home functions as intended.

The same thinking extends to the drying process. Uneven loads, tangled fabrics and repeat cycles are treated as inefficiencies rather than inconveniences, with technology designed to keep garments moving evenly and reduce wear over time.

For buyers, this is where the value proposition sharpens.

It is not about having more features. It is about removing friction.

Less maintenance. Less noise. Less time spent correcting what should have worked the first time.

In that sense, modern laundry is no longer just a utility. It is a reflection of how a home performs behind the scenes, and whether it lives up to the expectations set by everything else.

Because at this level, luxury is not just what you see.

It is what you don’t have to think about.

From Scotch whisky and luxury retreats to fashion collaborations and world-class hospitality, Ross Blainey has spent years shaping high-end experiences around one idea: modern luxury is no longer just about what you own.

It is about access, connection and moments money alone cannot buy.

As Citizen Kanebridge continues to grow as one of Australia’s most sought-after private members’ clubs, Blainey, the club’s new Head of Membership, says the future lies in creating experiences members cannot find anywhere else.

“The ultimate memorable experiences are the money can’t buy moments,” Blainey said.

“The things that you can’t just put together anytime or any place. They make up something that is greater than the sum of its parts.”

On June 4, Blainey will bring that philosophy to life when he hosts an exclusive whisky evening for Citizen Kanebridge members at Sydney’s Royal Automobile Club of Australia.

Titled A Journey Through Whisky, the intimate event will see Blainey guide members through a curated selection of rare and unreleased whiskies drawn from his personal archive, alongside stories gathered across years working at the highest levels of the Scotch whisky world.

The evening will also include reflections on Blainey’s induction as a Keeper of the Quaich at Blair Castle in Scotland last year, one of the whisky industry’s rarest global honours.

A career built around experience

Before joining Citizen Kanebridge, Blainey built a career spanning luxury hospitality, Scotch whisky, premium lifestyle brands and experiential events.

But he says one industry above all others shaped the way he thinks about people and community: Scotch whisky.

“At its core, at its heart and throughout its whole history, Scotch has been about sharing, enjoyment, telling stories, meeting people and generally having a good time,” he said.

“Whisky can be that shared moment of laughter, and it can also be a shared moment of just slowing down, taking stock and contemplating. These are so key to building community.”

Blainey’s deep involvement in the whisky world culminated in 2025 when he was inducted as a Keeper of the Quaich at Blair Castle, a recognition is reserved for a select group of individuals who have made an outstanding contribution to Scotch whisky internationally.

“I was inducted last year, 2025, an incredible honour,” he said.

“There were a couple of teary-eyed moments as I stood in Blair Castle, on historic ground, realising that this was a moment I would remember forever.”

The next chapter for Citizen Kanebridge

Looking ahead, Blainey says Citizen Kanebridge will continue to focus on highly curated experiences, exclusive access, and bringing together like-minded members from Australia’s property, finance, and investment sectors.

“Our baseline of Car of the Year is already one of the most impressive events on the social calendar of Australia,” he said.

“My job is to find a way of raising the bar, taking things to the absolute top level for access, experiences and events.”

Blainey said the long-term goal was not simply to create another networking group or luxury club, but to build a community centred around meaningful relationships and unforgettable experiences.

“We provide the access, the money can’t buy memories, and we will be making those happen regularly,” he said.

“If we start with how amazing Car of the Year is and the only way is up, we are going to have some mind-blowing moments for our members.”

Hospitality at its absolute best

Another major influence on Blainey’s thinking came through his connection with world-famous New York restaurant Eleven Madison Park, once named the best restaurant in the world.

He says two concepts from the restaurant’s owners still shape the way he approaches luxury experiences today: “enlightened hospitality” and “unreasonable hospitality”.

“Enlightened hospitality is a way of doing business that looks at not just the product of what you serve, but how it makes people feel,” Blainey said.

“Unreasonable hospitality is more about striving for the absolute best all the time. If you’re going to do something, do it to an unreasonable level that blows everything else out of the water.”

It is a philosophy, he says, which aligns closely with where Citizen Kanebridge is heading next.

“That’s what we’re doing here with CK, taking members’ experiences to another level,” he said.

Fashion, whisky and creative collaborations

Blainey’s career has also included working with Glenfiddich as a Creative Collaborations Lead, where his role centred on bringing luxury experiences and partnerships to life through designers, chefs, artists and bartenders.

Among the projects were runway collaborations with leading Australian fashion designers, with pieces from the partnerships now housed inside Sydney’s Powerhouse Museum.

“My job was to find a creative way of bringing the brand to life,” he said.

“How do we make something that none of us could make on our own? Searching for the things that will resonate with people.”

What luxury consumers want now

Beyond whisky and events, Blainey also played a key role in building Blackbird Byron, the boutique Byron Bay hinterland retreat later recognised in Tatler’s Top 101 Hotels list.

The property, known for its dramatic views, minimalist architecture, and secluded atmosphere, helped shape his understanding of how luxury consumers are changing.

“I think I learned that people looking for luxury in hotels want memorable moments, considered design and the ability to get away from the hustle and bustle of modern life,” he said.

“To feel at home without being at home is important.”

More broadly, he believes today’s luxury consumers are increasingly driven by authenticity and emotional connection.

“For luxury consumers overall, I think it comes down to craft, story and connection,” he said.

“The product itself has to be impeccable, the story behind it builds your reason for looking at it, and then you need to make a genuine connection with people.”

Interested in becoming a member of Citizen Kanebridge? You can contact Ross here.