Mara Einstein

Millennials are very experiential-oriented. Playboy Club's not about just buying a brand, Playboy Club's about experiencing a brand, if you're going to create a retail space to engage with the brand — from that perspective, it makes all the sense in the world.

Well, they've reopened Playboy Club, but they haven't changed the mythology, the mythology is Hugh Hefner sitting in a mansion with a bunch of women with no clothes on.