Is NEOM a luxury brand?

Excuse me, could you please clarify whether NEOM should be considered a luxury brand? From the information I've gathered, it seems to be a futuristic city project in Saudi Arabia, envisioned as a hub for technology, sustainability, and innovation. While it may incorporate high-end amenities and offer an exclusive lifestyle, is it accurate to categorize NEOM as a luxury brand in the traditional sense, akin to luxury fashion houses or premium automakers? I'm genuinely curious to hear your thoughts on this matter.