t is in a vast coworking area in the heart of Shanghai, where several startups and international companies coexist, that we find the offices of the Digital Luxury Group, or DLG as it is more familiarly known. Bright light, contemporary wall art, designer sofas, neatly arranged green plants, white tables, no neckties but plenty of sneakers – there’s no doubt that we’re in “international Shanghai”. This is where the Chinese millennials operate, the new target of all global luxury brands. They are the ones who keep marketing directors awake at night, in Paris, Milan or New York!