What The…? New Social Networking Site A Cool World

Meet AcoolWorld – “the network for power people and strategic connections.” Yeah, yeah… Didn’t someone already do this with the newly owned Weinstein property A Small World? In any case, AcoolWorld’s website is offering elitist slogans along with a picture of Penelope Cruz on its homepage and boasting of being 7,000 members strong. Wait – is Cruz a member? If so, we want in. However, a turn off comes as you flip through the rickety explanation pageswhere you run smack into a full screen Red Bull ad. WHAT? WTF? Red Bull, is not – we repeat – is not right for this site. Yes, maybe they paid you AcoolWorld and yes, maybe hedge fund guys are taking their bumps with a shot of Red Bull, but branding is essential for a new social networking site that is pimping high class. Why isn’t Pravda or a zillion other luxury good makers shilling on the site?

Anyway, AcoolWorld’s mission statement says it strives to connect billionaires with “experiences” and to help these people determine the difference between psuedo-luxury and real luxury. So again – does Red Bull really make sense? We think not. What is interesting is that the definition and access to luxury has trickled down to the middle class. Kids are ordering Cristal in da clubs and $450 sneakers fly off the shelves at Alife to struggling musicians across New York City. When everyone is saving their dollars for “high-value” goods, luxury becomes an idea for the masses. It behooves luxury brands to investigate how they can differentiate between the college student who saved up for the real deal Prada bag and those who can simply afford it. Is it added service? Is it a secret line of goods? Hmmm….

Back to AcoolWorld – the site suffers beneath seriously weak architecture and poor functionality, too. We just don’t get it – is it like Wallpaper magazine meets The Robb Report magazine? Is it a competitor to A Small World? Maybe we’re just not rich enough to understand.