Australia and the rest of the Asia Pacific lack the kind of luxury markets found in Western Europe. Moreover, there are hardly any real luxury malls or stores, which can compete with the department stores of Mila or Paris. Thus, the Maison JSK is a unique concept store that aims to cater to everything that is luxurious.
Luxury is always relative and in Asia Pacific, it is regarded with two aspects, the exterior face and the moral face, and in Chinese, they are called Mien Tzu and Lien. The exterior face consumes luxurious products in order to climb up the social order, while the Lien climbs up the spiritual ladder. Thus, the Maison JSK is a unique luxury store concept which brings luxury and spirituality together.
By saying spirituality, I guess they mean spa-treatments and aromatherapy which alter your state of mind and keep you calm and composed. The idea is to incorporate spa, shopping and eating into one space that is really luxurious. It is an interesting concept I must say, but confusing luxury and spirituality (which is not something that actually exists in real) is kinda off-putting.