Strategy

Identity & connection

Art and absurdity act as mirrors, as tools for reflection. Authentic expressions shape the cultural narrative. Honest, independent thinking fosters trust and leads to a deeper, lasting impact.

Underground culture builds its own platforms and spaces, resists categorization, and can be a counteraction to marketability and mass media. By remaining out of the spotlight and the commercialization process, the unexpected and free can flourish. Creating something undefinable resists commodification, fosters personal engagement and niche communities.

Understanding local and cultural nuances requires reading the signs, understanding the language and seeing the connection between the global and the local culture and its history. This deep understanding of culture is the value of a brand.

In a world numbed by crises and negativity, brands must offer something radical: hope. Not the abstract kind, but tangible, human-centred solutions that empower individuals and inspire collective action. Position yourselves as a connector, guide, and creative force that connects the community and builds resilience.

01 Expression

02 Underground

03 Cultural knowledge

04 Hope

Wonder

Sculptor/baker

Edward J. Cabral is a multimedia artist and chef based in Brooklyn, New York, known for his innovative work that bridges the worlds of sculpture and baking. His work in sculpture and baking creates the freedom to experiment with textures, forms, and concepts across disciplines. This interdisciplinary approach enables him to create works that are both visually striking and conceptually rich, reflecting his unique perspective as an artist and chef. See more here

Connecting

Sky: Children of the Light is a free-to-play social adventure game developed by Thatgamecompany. The game has been praised for its artistic design, emotional depth, and innovative approach to multiplayer gaming. Sky uses gestures, body language, and non-verbal communication tools like holding hands or playing musical instruments together.

The game creates moments of collective awe, whether it is flying together in the clouds, witnessing a sunrise, or participating in in-game concerts. These shared experiences build a connection among players, creating emotional bonds that go beyond gameplay. See more here

Talk, read, write

The Paris Writers and Readers Club is a monthly literary salon that brings together people to talk, write, and read. It offers a space for like-minded individuals to engage in meaningful discussions about literature and share their own writing. The club fosters a creative environment, encouraging both established and aspiring writers to connect and explore new ideas. See more here

Magic

The giant stack of luggage at the Louis Vuitton flagship store is an over-the-top yet fantastic example of architectural creativity. It blends humour and luxury, transforming the concept of a travel trunk into a massive, beautifully crafted work of art. It challenges our perception and creates an iconic statement of craftsmanship and imagination. See more here