This story is part of STYLE's Inside Luxury column. For decades luxury has been a personal experience. Last year in March I went to the Geneva International Motor Show. To many, it is the most luxurious car show in the world. Armed with a press accreditation and personal invitations, I was able to see Bugatti's La Voiture Noir from two feet away – the most expensive new car ever made at around US$15 million. I critically tested the Rolls-Royce Cullinan, evaluated Ferrari's Portofino, and was able to take a closer look at Porsche's new 911 convertible. The show has been a must-visit for decades for its vast amount of new car launches and the unique networking opportunities. In the evening, I sipped champagne at the world premiere of the Pininfarina Battista hypercar, the all-electric US$2 million dream, at the beautiful Hotel President Wilson. How luxury brands are adapting to post-coronavirus China Digital amplifies luxury experiences from few to many View this post on Instagram A post shared by Bentley Motors Official (@bentleymotors) on Mar 5, 2020 at 10:00am PST In 2020, everything changed: the outbreak of the coronavirus forced organisers to cancel the show at the last minute. Carmakers including Koenigsegg, Bentley and McLaren, immediately switched to a live stream of their launch events. Now, instead of being an event for the selected few, the live streams could be assessed in real-time all over the world by millions. Some brands used this format as an opportunity to not only to show the reveals with sheets being pulled off the cars. Instead, they showed live how the vehicles were driven, used technology to offer an immersive first-hand view, and connected closely to the live audience. They turned the challenge into an advantage. Lamborghini’s electric Sian hybrid: its most powerful supercar ever In its digital form, the show amplified the luxury experience. Instead of being restricted to a selected few, luxury now becomes an unforgettable scalable experience. It is creating extreme value for millions, who are now able to attend virtually from the first row while enjoying the convenience of their living rooms. I predict that car shows, like many other events, will never be the same. Expect auctions to change, art shows, and many others too. The revolution: immersive, immediate, so far away yet so close View this post on Instagram A post shared by Shanghai Fashion Week (@shanghai_fashionweek) on Feb 27, 2020 at 8:22pm PST Similarly, the fashion industry first seemed upended with the cancellations and postponements of the men's fashion weeks in Paris, London and Milan. In Shanghai, a different decision was taken. Instead of cancelling the show, it was held in digital form, capitalising on China's lead in social shopping. The show was entirely live-streamed on the T-Mall platform and supported by online influencers. It was an intimate and immediate experience. Similar to the live streams at the Geneva car show, consumers who would never be able to attend the show in person could now be centre-stage and follow their favourite designers live. In its form, the digital Shanghai Fashion Week revolutionised luxury shopping. It took social shopping, already a megatrend in China, to the next level by creating a new reality of immersive live shopping. It was the first-ever fashion week where consumers could buy the collections in real-time in the moment they were shown, guided by live commentary of their favourite key opinion leaders. How China’s luxury sector changed course during the coronavirus pandemic My verdict In-person shows will not disappear. There is a magic to being among the selected few who are sitting among celebrities in the front row of a fashion show, who can attend the unveiling of a new car, see a painting at an event like Art Basel, or attend a live auction, to name a few. However, the Shanghai Fashion Week marks the beginning of a new era: where the few merge with the many, where access to collections is facilitated in real-time, streamed to consumers and brand aficionados all over the world. Shows will emerge from marketing hype to a new revenue and profit generator, opening up exclusive access to a broad audience. Other fashion shows will follow. The same for car shows, art exhibitions and other branded events. What will be vital is not just to copy the Shanghai playbook but to continue innovating. Because young consumers especially expect innovation from luxury brands and luxury events. Galleries may be shut – but you can visit 500 of the world’s best online While many managers see a crisis primarily as a danger and choose to hibernate, others decide to shake up the status quo. A crisis always has the element of opportunity for those who act. It sparks innovation by forcing us to rethink the world as we know it radically and create new realities. Digital has been disrupting most of the luxury industry for years, and now disrupts the way people will access, experience and shop for their favourite brands during their favourite events. The virus opened the door to innovation. What will be next? Want more stories like this? Sign up here . Follow STYLE on Facebook , Instagram , YouTube and Twitter .