What is it that we want out of life? I think we want a more beautiful life, and more beautiful existence.
What does this mean? For example, surrounding yourself with more beautiful interior decor and architecture for inside our homes, to live in more beautiful cities and neighborhoods, and to be surrounded with more beautiful people and objects. Perhaps this is the goal of luxury, to just surround ourselves with beautiful things people concepts and ideas.
But towards what? Once you get the Apex beauty, then what? Then I think it is to harness those beautiful thoughts and sentiments, into creating beautiful art and ideas.