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What is luxury? According to the creators of Rough Luxe, it’s not what you might think, especially when it comes to a hotel. To them, luxury is a moment in time rather than just  part of an object of consumption. Luxury is an enriching personal experience and not only an ownership of an expensive object. It’s time for reflection, personal encounters with people, nature, architecture and environment as well as food and social and cultural experiences linked to geographic locations. It’s the intellectual solicitation, listening to one’s own feelings as well as comparing objects and time and thinking of their hierarchy. Suffice it to say that the Rough Luxe Hotel experience is about your surroundings, the intrinsic value of objects, art, culture and the people around you, as well as the ‘consumable’’ items that you encounter in the hotel itself. With hotels in London and Cape Town, the Rough Luxe Group aims to create an experience that will no doubt appeal to growing flashpacker market – one that is one part rough and one part luxury. While your room might be small and you might even share a bathroom, the wine will be exquisite, the bed linen luxurious, and the service unparalleled. For the Rough Luxe philosophy is simple: “You are staying with us in our home, so just ask.”