Luxury is no longer simply about owning rare objects. For a new generation of international executives, entrepreneurs, and creatives, true privilege now lies in access to carefully curated communities, exclusive experiences, and a network capable of opening doors around the world. With The Modernists, a new private network designed for international nomads, a new definition of prestige is emerging: luxury based on belonging rather than ownership.
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Access : The new currency of luxury
For decades, luxury was built around the scarcity of material goods. An exceptional watch, a classic car, or an iconic bag symbolized success. Today, this logic is evolving.
In a globalized economy where elites constantly move between Paris, London, Dubai, Milan, New York, and Singapore, true value increasingly lies in social capital. What makes the difference is no longer just what one owns, but the places one has access to, the people one meets, and the experiences one shares.
More than twenty years ago, American sociologist and economist Jeremy Rifkin already spoke of the shift from an “economy of ownership” to an “economy of access.” The luxury sector perfectly illustrates this transformation : exclusivity is no longer just something you buy ; it is something you earn.
The Global Boom in Private Clubs
This new vision of luxury is reflected in the spectacular rise of private networks across every continent.
The most iconic model is undoubtedly Soho House. With locations in major global capitals, the group hosts an international community of creatives, entrepreneurs, and decision-makers. Membership is by application, with a referral system that helps preserve the identity of its members. Once accepted, members can access the various Houses around the world, turning every trip into a natural extension of their network.
In London, The Arts Club, founded in the 19th century, now attracts collectors, artists, investors, and international executives with its sophisticated cultural programming. In New York, Core Club cultivates an even more exclusive approach by bringing together economic, intellectual, and cultural leaders. On the U.S. West Coast, The Battery in San Francisco has become one of the preferred meeting places for Silicon Valley entrepreneurs and investors.
Even the hotel industry is adopting this approach. The Ned, in London, New York, or Doha, no longer sells just rooms but a true lifestyle through a membership offering private spaces, reserved lounges, exclusive events, and personalized services. In New York, Casa Cipriani combines a luxury hotel, a private club, and a networking hub for a cosmopolitan clientele.
All are based on the same idea: value no longer lies solely in the venue itself, but in the caliber of the people who frequent it.
From restaurants to privilege cards: the experience above all
In France, this trend is also evident.
The Paris Society group has developed a privilege card that goes far beyond a simple loyalty program. Priority booking at its most sought-after establishments, personalized service, invitations to private events, and exclusive benefits: the customer becomes a member of a community rather than just a consumer.
This approach is now spreading to many sectors. Major hotels, auction houses, wine clubs, cultural institutions, and even certain car brands offer programs reserved for their members.
The American Express Centurion, better known as the Black Card, perfectly illustrates this trend. Beyond banking services, it offers privileged access to private airport lounges, dedicated concierge services, exclusive events, and experiences that are difficult to obtain otherwise.
Even museums and cultural foundations are developing premium membership programs offering access to private openings, meetings with artists, and exclusive tours. Luxury is now expressed through the privilege of enjoying experiences that not everyone can share.
The Modernists, or the Rise of Relational Luxury
It is within this context that The Modernists fits in; the platform was launched in London in 2023 by Melissa Dewar, a graduate of the University of Cambridge with experience in the luxury, real estate, and strategic partnerships sectors.
The platform operates on a membership basis and provides access to a network of private clubs, coworking spaces, cultural venues, and wellness facilities in several major cities. Its goal is to simplify travel for its members by offering spaces tailored to their professional activities and personal interests. Designed for entrepreneurs, creatives, investors, and international decision-makers, this new private network meets the expectations of a generation that travels extensively, works from anywhere, and seeks above all to join trusted communities.
The Modernists now boasts over 1,000 members, a network of more than 100 partner venues in London, Paris, Barcelona, Vienna, and New York, as well as a program of over 200 monthly events. Its growth also relies on local ambassadors; in Paris, Régine Le Brun, Caroline Hattiger, Domenico Morelli, and Lana Laure Khalife lead the community and develop partnerships with local organizations, including Paris Society and Halo Paris.
For perhaps the true luxury of the 21st century has become intangible. In a world where exceptional products are more accessible than ever before, what remains truly rare is access to the right people, at the right time, in the right context.
With the rise of networks like The Modernists, Soho House, The Arts Club, and membership programs developed by Paris Society, a new definition of prestige is gradually taking hold. The outward sign of success is no longer just what one owns, but the circle to which one belongs.
The luxury of tomorrow may no longer be the kind we display. It will be the kind we share.
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Featured photo : Membership card © The Modernists
