Kultur: Wenn Geschichte zum Luxusgut wird

The Jedermann, a wealthy, self-centered man, finds himself threatened by death amidst his success. He loses everything - wealth, love, and friendship. Ultimately, he is humbled and saved. Since 1920, this play by Hugo von Hofmannsthal has been performed every summer before the Salzburg Cathedral, serving as the heart of the Salzburg Festivals.

These festivals attract similarly wealthy individuals as the Jedermann. Over the past four years, the Festivals have experienced record crowds. More people have attended performances than ever before. It seems as though people are seeking refuge in a place as traditional as possible during an era becoming increasingly fast-paced and technology-driven.

What is the fascination? In just 45 days, there are 209 performances at 19 venues. On warm summer evenings, it seems as though the entire city belongs to the Festivals. However, the true luxury does not begin with the first curtain. It lies in something that cannot be bought or arbitrarily reproduced: the history of a place, the atmosphere of a centuries-old city, and a cultural heritage that attracts visitors from around the world.

As artificial intelligence becomes increasingly capable of generating texts, images, and music, the value of authenticity and the unique grows. The Festivals' productions, emphasized Festspiel President Kristina Hammer, are almost completely free of artificial intelligence. She emphasizes that in a single piece, Ariadne auf Naxos, the Festivals experiment with AI as a creative tool.

Visitors do not only seek comfort, but character. They decide not on algorithms, but on experience, intuition, and personal responsibility, says Hammer. She points to the unique character of each performance: only in the interaction between artists and audience can that special moment arise, which cannot be digitally generated or arbitrarily reproduced.

For Klaus Heine, a professor of luxury marketing at the Emlyon Business School in Rotterdam, this is no coincidence. He notes that while AI offers incredible potential, at the same time, there will be an incredible demand for identity. Luxury today therefore means something different than it did a few years ago. "Luxury is always what goes beyond the necessary and ordinary," Heine says.

"When uncertainty increases, security, reliability, and orientation become luxury. Cultural heritage and history become more significant because they convey provenance, continuity, and a sense of belonging."