The Luminaire will initially feature a private journey to Antarctica with explorer Ranulph Fiennes, plus Venice during the Art Biennale with architect and author Francesco da Mosto. In the UK, workshops in Somerset with renowned photojournalist Sir Don McCullin are offered.

The Antarctic expedition leads in at £118,025pp based on two people sharing for nine nights. The Venice package is from £14,395pp for five nights for a group or family of four, while photography with Don McCullin is from £12,450pp for three nights for a group or family of six.

Luminaire’s backers said the brand was launched in response to a “new generation of curious travellers”.

Luminaire’s chief executive is Adam Sebba, who boasts a 20-year career as a chief executive in luxury travel and fashion. He started his business career at turnaround and strategy consulting firm AlixPartners. 
 
Co-founder and chief marketing officer Nicholas Priest has held senior roles at brands including One&Only Resorts, NetJets Europe and was most recently global head of marketing at Aman. Lawyer Ed Hicks is the third co-founder and will serve as chief operating officer.

Luminaire is backed by the founders of a US investment group and will initially sell direct, but plans to work with agents in the future.

Sebba said: “We are reinventing educational travel. There is no brand currently in existence that delivers truly substantive but accessible and stimulating travel experiences, which appeals across the generations. This is what The Luminaire stands for.” 

“The past two years have reminded us all that learning is priceless and knowledge is timeless. The trend I am seeing is a move beyond experiences, which are naturally ephemeral and transient, to a consumption of meaningful knowledge and learning.”