articles

HEY CHATGPT, FIX ME.

February 13, 2025
Should ChatGPT be your go-to for therapy? Let’s dive into this and figure out where you stand.
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MONOCHROME MAGIC.

February 7, 2025
Flaunting one color from head-to-toe isn't just a fashion statement—it's a branding powerhouse.
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BEEN THERE, DONE THAT, GOT THE T-SHIRT.

January 24, 2025
Does nostalgia enrich our culture, or are we just stuck replaying the hits of the past, missing out on what could be next? Is it just a harmless trip down memory lane, or is it holding us back from creating new memories?
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THE MOST OUTSTANDING FASHION SHOW INVITATIONS.

January 22, 2025
Fashion week is more than just a runway—it’s a dazzling celebration of creativity, where every detail, even the invitations, becomes a work of art. From edible designs to collectible masterpieces, discover how these extraordinary invites set the tone for unforgettable shows.
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Lady Gaga’s latest Spotify interview looked like a scene straight out of the Mayhem universe—troffer lights overhead casting a stark, sterile glow. The raw, clinical vibe wasn’t accidental. It’s a perfect example of how lighting, as a design element, can define mood, perception, and the entire brand experience.

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Fluorescent lights creating the Runway at Rodarte RTW FW14 creating a simple yet strong industrial setting.

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At the Peter Pilotto Spring 2013 show, fluorescent lights formed geometric shapes above the runway, creating a dynamic, futuristic atmosphere. It’s a striking example of how lighting design can transport an audience and elevate the brand narrative.

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Fluorescent lights aren’t just functional—they can become sculptural elements in their own right. This piece by Banks Violette transforms the fixture itself into an immersive, eye-catching centerpiece, redefining how lighting shapes space and experience.

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Earned media &
Viral Buzz:

Enhanced Perceived Value & Exclusivity: The challenge of access boosts desirability through scarcity marketing.

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Enhanced Perceived Value &
Exclusivity:

The challenge of access boosts desirability through scarcity marketing.

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proof of
Performance:

Showcase your products where they're meant to shine, reinforcing brand trust and authenticity.

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WILL 2025 BE THE YEAR OF ‘MAXIREAL’?

January 16, 2025
Dive into the hottest trends transforming brand experiences! From 2024’s Insta-worthy floral overloads to 2025’s bold, textured Maxireal movement, this article unpacks how brands are ditching minimalism for raw, lived-in vibes. Plus, discover how tech like VR and AR is reshaping the digital-physical connection for Gen Z’s craving for authenticity. Ready to step into the future of unforgettable experiences?
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GIMME THAT BRAINROT

January 10, 2025
‘Brainrot’ is a condition that describes the impact of being “terminally online.” A form of hyper-online speech understood by an in-group and a genre of nonsensical or absurdist internet humour.
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Why the farewell to y/project matters.

January 9, 2025
Louis Vuitton has unveiled a new pop-up store in New York City’s SoHo district, celebrating its collaboration with Japanese artist Takashi Murakami. This event pays tribute to their iconic partnership, which began in 2003 when Murakami reimagined Louis Vuitton’s monogram with vibrant colors and playful motifs, significantly influencing the fashion landscape.
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Louis Vuitton x Murakami: Is This NYC Pop-Up the Ultimate Tribute?

January 9, 2025
Louis Vuitton has unveiled a new pop-up store in New York City’s SoHo district, celebrating its collaboration with Japanese artist Takashi Murakami. This event pays tribute to their iconic partnership, which began in 2003 when Murakami reimagined Louis Vuitton’s monogram with vibrant colors and playful motifs, significantly influencing the fashion landscape.
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NEW YEAR, SAME FACES

January 2, 2025
Juergen Teller’s signature raw aesthetic continues to dominate fashion campaigns in 2025, but is the industry craving fresh creative voices? This article explores the balance between authenticity and predictability, questioning if it’s time for a new visual direction in luxury fashion.
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A Piece of Troye's Home.

July 14, 2024
A new pop-up for Troye Sivan's brand "Tsu-Lange-Yor" has just opened in New York City.
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Best Design Festivals in Europe to visit in 2024.

January 12, 2024
From London’s busy streets to the City of Light (meaning both Paris ánd Eindhoven), these festivals showcase design excellence, blending talent, trends, and transformative experiences.
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SÖREN ON MASTERS OF COLLABS.

August 24, 2023
In our trend-driven industry, shared vision fuels relevance. But where do trends start? Who sparked the rise of creative collaboration? Learning from others and teaming up with the right people is invaluable. Here are five who showed us how.
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SASCHA ON PRIDE.

July 1, 2023
Many corporations’ marketing during Pride Month has faced justified scrutiny. Using social movements for free exposure often backfires, both morally and commercially. I’ve got 5 insights on Pride—here’s how to engage thoughtfully and align it with your values.
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PAI ON AI.

April 19, 2023
Designing physical spaces has traditionally been specialized and labor-intensive, but that’s changing. AI is already making waves in art, music, and fashion, and now it’s set to transform physical space design. I’ve got five insights on AI’s impact—check out the slideshow below.
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CREATING MAGNETIC SPACES™ 

March 7, 2023
It starts with the right people in the right roles. Meet the trio building forces of attraction between brands, spaces and consumers: A conversation with Lotte van Uum, Design Director, Sascha Hitner, Creative Director and Pax Man, Creative Technology Director at CAYA.
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NEW BRAND EXPERIENCE STUDIO CAYA FOCUSING ON MODERN CULTURE LAUNCHES IN AMSTERDAM.

June 27, 2022
Avantgarde group announces the launch of new brand experience studio focusing on global creative and strategic brand experiences, built around modern culture and storytelling.
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