Abstract. Thought leaders in the luxury industry agree that luxury brands need to rethink exclusivity. Putting an exclusive community at the core of the business model allows luxury brands not only to rethink, but to redesign exclusivity. It solves their exclusivity challenge and inventivizes Cognoscenti to help scale the brand sustainably. We've put an NFT-based community for art collectors at the core of ARTUS to restrict access and enable sustainable value creation. We use blockchain technology as an enabler only to reach art collectors within, but also way beyond the tech world. (click on the paper above to read / download)