It’s a story about emotion—and what people are really buying when they pay for exclusivity.

Back in 2008, with no budget and no celebrity backing, Daniel Koch and his brother Derek launched a brunch party in New York City.

They didn’t build hype.

They built feeling.

What started as Day & Night became something more:

– A curated crowd, not a pay-to-play model

– Word-of-mouth as the north star metric

– Emotional design that made people feel chosen

The real luxury?

Wasn’t access.

It was memory.

Today, that same emotional architecture is being used to build modern members clubs, high-trust spaces, and brands that feel magnetic—not because of what they charge, but because of how they land.

Watch the full conversation to see how exclusivity is evolving—

And what it looks like to build something people never stop talking about.

#Exclusivity #EmotionalDesign #AmandaNorenWest #DanielKoch #BrandBuilding #CulturalStrategy #Amanda’sPlaybook

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