This study analyses the importance of exclusivity and privacy of Physiognomy Mystery, a private community (club) in the entertainment and arts sector. Through short interviews with selected members, the case presents customer perceptions on how the attachment to these core values could construct a brand of perceived luxury, increasing the final customer experience. A strong emotional attachment, the sense of community belonging and trust reflect a unique experience for the participants that could be exceptionally inferior for outsiders. It is finally shown that the co-development and immediate involvement of members on every operational aspect may finally create a brand community with the essence of luxury, fulfilling the demand of the selected members for private, iconic experiences on apparently conventional services.
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