It may sound like the sort of thing luxury brands routinely say about experiential spaces. But it also gets to the heart of why concepts like AP House have gained traction.
Luxury brands have long relied on scarcity to create desire. Today, the challenge is more complicated. They still need to protect exclusivity while remaining culturally relevant, appeal to younger audiences without alienating established collectors, and give people a reason to visit physical spaces when so much of the discovery process now happens online.
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