Luxury is a nuanced concept, complicated by trade-offs between exclusivity and accessibility, quality and affordability. Straddling this line is even harder nowadays, but luxury vodka brand Grey Goose think it’s cracked it with Le Club Goose. How is it re-establishing exclusivity in a digital era?

As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

The people behind shared workspace provider WeWork have launched WeLive, bringing the best bits of co-working to communal living in New York and Washington DC. It boast flexible leases, organised fun and the promise of new friends, but will Gen Yers want to live in a branded environment?

London is well known for its members’ clubs. White’s, Brooks's and the Athenaeum conjure images of priceless oil paintings and terrifying wine lists. But these locations are becoming increasingly diverse. Now, an exclusive club in London is opening where everything is operated via an app.