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How luxury should go back to being for the fortunate few

Exclusivity is what builds desire says Dentsu Creative's Simone Oltolina

What do Netflix’s co-founder Reed Hastings, Italian polymath Vilfredo Pareto and Neil Young have in common?
Let’s begin with Hastings: a few weeks ago, the New York Times dedicated a whole page to his latest venture: Powder Mountain. It’s a ski resort somewhere in Utah, which, at first glance, is exactly the kind of extravagant purchase you may expect from a billionaire (“I bought myself a mountain” has a nice ring to it).
Upon closer inspection, the actual news is that Hastings wants to turn half the resort into “a private club for the élites”. That is, a members only ski slope. Well, Soho membership, it ain’t.
Hastings’ thinking is that, while many ski areas are strugg


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