P2P interview #3 with Olivier Bassil : "Luxury is very specific, but it’s also very generic in its scope, and it can apply to everyone and everything"

by Laurent François

Olivier Bassil is the Co-Founder & Managing Director of SQUA.RE :

SQUA.RE is the first and only community-generated TV site dedicated to your ideas of Luxury, Style and Inspiring Lifestyle. Whether you are a socialite, a trendsetter, or even a company who has an interest in featuring your own channel, or whether maybe you just like to watch, if you are in any way interested in the “Luxurealism” of this world, then SQUA.RE is for you.

He accepted to answer some questions for Social Media [re]loaded

  • Olivier : can you introduce yourself in few words ?

I am a 26 year old entrepreneur living in London. I love connecting with people and my passion is my work in media and luxury.

  • What’s the positioning of Squa.re compared to ASW ?

While SQUA.RE shares the exclusive community aspect with A Small World, we have a different goal and concept. We wish to gather and showcase the most inspiring content online, and therefore we are really interested in members and companies who can contribute to our main channels, in the view of sharing these with a much broader base of viewers. SQUA.RE and ASW can fully co-exist as they have different goals and directions.

  • Many observers start talking about “Bespoke” as the marketing key-objective : is it the spirit that is driving Squa.Re ? If so, how can you provide to a whole community of individuals a unique treatment ?

The way you achieve this is by keeping your community niche and focused. We are stricter every day about the relevance of our members, and really, an ideal member is someone who can contribute with a channel featuring great original content. I try and stay connected on a personal level to all members, it’s part of my job as community leader, and I take it very seriously.

  • Do you imagine diversifying the platforms for Squa.re, for example a high-life Twitter-like ?

Yes. The next versions on SQUA.RE will feature more and more features catered to the general visitor, in order to give her/him a fully personalised experience in luxury online. I feel this is something everybody is interested in, one way or another. Luxury is very specific, but it’s also very generic in its scope, and it can apply to everyone and everything.

  • If you could achieve a digital utopia thanks to social media, what would it be ?

It would be an online experience that is smooth, complete and addictive, a platform that combines exclusivity at its basis with open-mindedness and visibility to the public at large, a platform with something for everyone, in a very quality focused, consistent and editorially strong way.

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