I
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!
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