Abstract
In this article, Pierre Guillet de Monthoux, Tinni Rappe and Anna Harding describe key learnings from an Art and Luxury course. Interestingly, it was the many Zoom meetings that helped to secure an analogue Zone. Through digital means, teachers, students and guest speakers discussed how to create fantastic analogue showrooms. In times of COVID-19, it was digitalization that enabled the creation of new physical and analogue zones!