Feature
PB Jazz Festival
and to stand for socially relevant issues that are important for people that are my age,’ he says. ‘I think that a lot of our success will derive
from our past. Something that our brand has that other brands don’t is the history behind it. We live in a time when people my age are infatuated with retro, so we have an opportunity because of my dad’s age and my age to really reintroduce the lifestyle in a new way.’ Crediting the brand’s 60-year legacy to its
ability to continually evolve, Cooper hopes to continue to offer a lifestyle that people want with an array of new clubs, particularly in the US.
He says: ‘What we are attempting to do by
reopening these clubs is introduce the lifestyle to a new generation that hasn’t experienced it yet. Tat’s exactly what I’m doing by travelling around and saying “look, there is a sequel to this”. We’re going through a brand transition right now and it’s incredibly exciting.’
He concludes:
‘I think if you look at where other countries are socially and sexually it is very similar to where America was when my dad first started the brand and publicly challenged those norms. I think we have another opportunity to do that in other countries now. It’s a new audience and a place for us to break into and be controversial, but at the same time we can also introduce it to people who have never been able to experience the lifestyle. ‘Te challenge with the magazine is that
print is just not doing as well. We live in a time when the way people get information is different – instead of purchasing a magazine to read the news we go on AOL or Yahoo! to get a quick blurb and go about our day. It is about understanding that we are not there to provide news - we are there to provide a lifestyle.’
In addition to reopening Playboy clubs in the
US, Cooper also hopes to continue to challenge perceptions internationally, as well as moving the brand online, and developing a major online presence over the next decade.
For more information about Playboy Club London visit
www.playboyclublondon. com or 14 Old Park Lane, W1K 1ND, 020 7491 8586
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Cooper’s 21st birthday with Pamela Anderson
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