Magzoid Magazine - Luxury Magazine in the Creative Space | October 2025 |

October 2025

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September 2025

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Designing Luxury for

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July 2025

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EDITORIAL

Editor in Chief:

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Art That Matters

“I’ve learned that minimalism isn’t about what you own, it’s about why you own

it.”

-Brian Gardner

Step into “Minimalism Redefined: A Global and Regional Perspective”, the October

2025 edition of Magzoid Magazine, where simplicity transforms into a bold

statement of elegance and innovation. This issue explores how minimalism,

once rooted in restraint, is being reimagined across art, architecture, design,

and fashion to reflect cultural identities, technological advancements, and sustainable

practices.

In this edition, we spotlight projects that challenge traditional notions of “less is more”

by infusing minimalism with regional narratives and modern functionality. From Dior

Maison’s refined dining pieces that emphasize form and subtle detail, to TAG Heuer’s

Carrera Chronograph, where precision meets understated design, every feature reflects

the beauty of essentials elevated into luxury. Minimalism here is not an absence of design,

it is the intentional refinement of it.

Architectural innovations like Foster + Partners’ regenerative urban projects and the

UAE’s forward-thinking design ventures demonstrate how minimalism can be a vehicle

for sustainable urban growth. Similarly, Loewe’s pared-back collections and Nike’s

minimal yet performance-driven footwear prove that fashion’s future is in pieces that

merge quiet elegance with cultural resonance. Regional perspectives further enrich this

narrative, with Middle Eastern designers showcasing how minimalism can adapt to local

traditions while contributing to global design conversations.

This issue also explores how digital and experiential design are reshaping minimalism.

From Apple-inspired tech aesthetics to curated luxury interiors that prioritize serenity

in an overstimulated world, minimalism is increasingly a response to modern chaos,

a design language that fosters clarity, mindfulness, and timelessness.

Join us this October as we celebrate a new chapter in the story of minimalism, one

where global trends and regional voices converge to redefine what it means to live with

intention, purpose, and quiet sophistication. Here’s to a month of clarity, innovation, and

elegance in design.

Editor in Chief

Saleha Khanam

WHAT’S

14

GET THE BAG

Couture Meets Conquest: The

North Face x Cecilie Bahnsen

08

ABOUT TIME

Earth From Above: Breguet’s

Marine Hora Mundi 5555

26

DESIGN

Legacy Reimagined: JW

Anderson, Wedgwood & Lucie

Rie Unveil Jasperware’s Modern

Revival

18

CONVERSATION

Sweet Subversion: Joseph

Marr’s Sugar-Coated

Meditations on Desire

32

THREADS

Don’t Be Dumb. Be Genius:

Inside A$AP Rocky’s Creative

Process for Moncler

62

DRIVE TO THE FUTURE

Audi Concept C Redefines

Electric Luxury

56

GOLF

MANORS’ AW25 Foulweather

Collection Marks Strategic Pivot

to Performance Excellence

68

46

ARCHITECTURE

Jean Nouvel’s NOT A HOTEL

YAKUSHIMA Redefines Luxury

Through Stone, Glass, and

Cultural Immersion

INTERIOR

Artek’s 90th Anniversary Gems

Redefine Collectible Finnish

Design

INSIDE

ABOUT TIME

EARTH

FROM

ABOVE

BREGUET’S MARINE HORA MUNDI 5555 MAS-

TERS THE ART OF MAXIMALIST MINIMALISM

As Breguet marks its 250th anniversary, the Marine Hora Mundi 5555 emerges as

a defining statement on how traditional luxury brands can navigate contemporary

minimalism without sacrificing horological excellence. Limited to just 50 pieces

at CHF 88,000 (€104,700), this world timer represents the apex of what industry

experts call “maximalist minimalism”, embedding extraordinary technical sophistication

within architecturally clean aesthetics.

8 October 2025 www.magzoid.com

TECHNICAL COMPLEXITY WRAPPED IN VISUAL RESTRAINT AS HERITAGE

BRAND REDEFINES LUXURY FOR GLOBAL BUSINESS CULTURE

www.magzoid.com October 2025

9

ABOUT TIME

For UAE and GCC luxury professionals operating within

a $1.61 billion regional luxury watch market projected to

reach $2.21 billion by 2030, the Marine Hora Mundi 5555

offers crucial insights into how heritage brands are evolving

to meet contemporary collector preferences.


The NASA “Black Marble” Philosophy

The watch’s conceptual foundation draws

from NASA’s “Black Marble” project, a composite

image of Earth at night that reveals

civilization through city lights rather than

geographical boundaries. This nocturnal

perspective becomes Breguet’s design

manifesto: complexity revealed through illumination,

not overwhelming ornamentation.

The dual-layer dial construction exemplifies

this philosophy through its patented

phosphorescent enamel technique, currently

under patent application. The base layer

features hand-turned guilloché in Breguet’s

proprietary gold alloy, with meridian and

parallel lines creating a trompe-l’œil spherical

Earth effect transitioning from sky blue to

deep navy. Above this, a translucent sapphire

crystal displays hand-painted continents

in miniature enamel on its reverse

side, requiring artisans to paint mirror images

for correct orientation.

Most remarkably, individual cities glow

through phosphorescent enamel dots,

creating what Fratello Watches describes

as “tiny dots made of patent-pending

phosphorescent

enamel” that transform the dial

into a living representation of

global connectivity.

Caliber 77F1: Mechanical Memory Simplified

The watch’s technical tour de force lies in

its caliber 77F1’s “mechanical memory”

system, which enables instant switching

between pre-programmed time zones via

a single pusher at 8 o’clock. This functionality

automatically adjusts the date and

day/night indicators, eliminating the complex

calculations typically associated with

world-time complications.

For GCC business professionals who frequently

navigate between Dubai, London,

New York, and Hong Kong, this represents

practical luxury, sophisticated engineering

that simplifies rather than complicates daily

use. Each of the 50 owners can personalize

the 24 time zones displayed on the city

disc, acknowledging the regional preference

for bespoke luxury experiences that

reflect individual global connections.


11

ABOUT TIME

Regional Market Dynamics

The Marine Hora Mundi 5555 arrives as the UAE luxury

watch market experiences unprecedented growth,

with high-net-worth individual relocations increasing

from 4,700 in 2023 to 7,000 in 2024. This influx of global

wealth aligns with regional collecting patterns that

favor limited-edition complications over mass-luxury

pieces.

Industry data reveals telling preferences: UAE collectors

increasingly value “character over catalogue,”

with pre-owned luxury watches projected to reach

$816.7 million by 2030. The Marine Hora Mundi 5555’s

extreme scarcity (50 pieces globally) positions it perfectly

within this investment-driven collecting culture,

where provenance and rarity command premium valuations.

Khaleejtimes reports collectors like Byron James, a

Dubai-based family lawyer, who credits Patek Philippe’s

“Generations” campaign for shifting his perspective toward

watches as generational assets. The Breguet’s

combination of 250th anniversary significance, technical

innovation, and extreme limitation creates a similar

generational appeal.

Minimalism Through Maximum Sophistication

The watch challenges conventional minimalism-maximalism

categories by achieving visual restraint through

technical excess. The three-phase enamel painting

process, continents painted in miniature on the crystal’s

reverse, clouds painted in Grand Feu enamel on

the front surface, then phosphorescent city markers

applied as the final layer, creates extraordinary depth

while maintaining dial clarity.

This approach reflects broader luxury trends where,

as MarkNtel Advisors notes, regional consumers increasingly

seek “premium products” that demonstrate

“craftsmanship, exclusivity, and timeless design” rather

than obvious displays of wealth. The Marine Hora

Mundi 5555’s sophisticated restraint speaks to this

evolved luxury sensibility.

Investment and Cultural Significance

With Swiss watch imports to the UAE increasing 11.9%

in 2023 and luxury watch sales showing remarkable

growth, with brands like MB&F selling 46 units in 2024

after struggling to move two annually in previous years,

the environment for ultra-limited pieces remains exceptionally

strong.

The watch’s cultural significance extends beyond

horology. Its NASA inspiration resonates with the UAE’s

space ambitions and technological leadership positioning,

while the customizable city disc acknowledges

the region’s role as a global business hub connecting

East and West.


The Future of Heritage Minimalism

The Marine Hora Mundi 5555 ultimately suggests that

luxury’s future lies not in choosing between minimalism

and maximalism, but in achieving both simultaneously.

By embedding maximum technical innovation within

visually restrained presentations, heritage brands can

satisfy contemporary aesthetic preferences while maintaining

the complications and craftsmanship that justify

luxury pricing.

For regional luxury professionals, this watch offers a

template for navigating cultural sophistication without

sacrificing functionality, exactly the balance that defines

successful luxury positioning in the GCC’s increasingly

discerning market. In an environment where luxury

watches serve as “assets, heirlooms, and personal

milestones,” the Marine Hora Mundi 5555 demonstrates

how traditional houses can evolve without compromising

their essential character.


13

GET THE BAG


COUTURE MEETS

CONQUEST

THE NORTH FACE X CECILIE BAHNSEN REDEFINES

URBAN LUXURY FOR TOMORROW’S CITIES

In the evolving landscape of urban fashion, few collaborations speak as eloquently to the theme

of “Urban Elegance” as The North Face’s partnership with Danish designer Cecilie Bahnsen. This

September 2025 re-release represents more than a simple accessories drop, it embodies a sophisticated

dialogue between technical performance and romantic craftsmanship that defines luxury for

tomorrow’s cities.

Cecilie Bahnsen’s design philosophy operates at the

intersection of couture and ready-to-wear, celebrating

what she describes as “the power and strength

in romance and femininity”. Her approach to creating

luxury clothing with a relaxed, timeless style merges the traditions

of fine French fashion with Scandinavian design culture,

resulting in pieces that bring forward a contemporary take on

femininity through unexpected combinations of softness and

structure.

This philosophy translates seamlessly into the urban context,

where modern city dwellers seek pieces that can navigate

both professional environments and leisurely escapes.

The collaboration with The North Face exemplifies this vision

by transforming expedition-grade accessories into objects of

desire that speak to the aesthetic sensibilities of design-conscious

consumers.

Technical Poetry in Motion

The standout piece of this collaboration, the Audrey Base

Camp Duffel, reimagines The North Face’s legendary expedition

bag through Bahnsen’s distinctive lens. Constructed from

water-resistant Base Camp material and reinforced with bar

tacks and double stitching, the bag maintains its rugged foundation

while introducing three-dimensional floral embroidery

appliqués and delicate flower-cord pulls that lend unexpected

elegance to this adventure-ready essential.

The technical specifications remain uncompromised: a spa-

cious main compartment with secure-zip pocket, an end-cap

pouch for additional storage, and removable alpine-cut shoulder

straps with dual side handles for versatile carry options.

However, it’s the couture-level craftsmanship that elevates this

functional piece into the realm of luxury accessories.

Alongside it, the Maria Base Camp Clutch offers a scaleddown

silhouette that balances technical function with romantic

detailing. Wrapped in delicate 3D floral appliqués, it features

an adjustable crossbody strap, twin haul handles, zippered

D-flap opening, and internal pocket, making it versatile enough

for both urban wear and outdoor escapes.

The New Luxury Paradigm

This collaboration arrives at a pivotal moment in fashion history,

where the boundaries between streetwear and luxury

continue to blur. The fusion of outdoor performance wear with

high-end design sensibilities reflects a broader cultural shift

toward “gorpcore”, a trend that elevates adventure-wear to luxury

status by emphasizing high-quality materials and practical

design.

The North Face’s strategic positioning in this space demonstrates

the brand’s understanding of contemporary luxury

consumers who value authenticity, functionality, and aesthetic

refinement. As Tim Hamilton, who oversees The North Face’s

creative departments, notes: “When it rains, whether in London

or Paris, urban consumers want their outfits to be as waterproof

and breathable as outdoor apparel”.


15

GET THE BAG

Exclusive Urban Accessibility

The September 2025 re-release introduces an exclusive taupe

green colorway, available at select The North Face locations

globally, with pricing ranging from $250 to $400 USD. The

Hong Kong concept store at K11 Art Mall serves as a key

destination in Asia, positioning

the collaboration within culturally

sophisticated retail environments

that align with the collection’s

aesthetic values.

Each piece arrives with considered

details that reinforce the

collection’s luxury positioning:

custom co-branded dust bags

and mini Base Camp duffel keychains

that serve as both functional

accessories and collectible

items. These touches reflect

Bahnsen’s philosophy of creating

pieces “to be cherished for

years, passed between friends,

reinterpreted and restyled to

express the individuality of the

wearer”.

Design for Tomorrow’s Urban

Dweller

What makes this collaboration

particularly relevant to the

September theme of “Urban

Elegance” is its forward-thinking

approach to city living. As

urban environments become

increasingly dynamic and unpredictable,

the modern luxury

consumer seeks pieces that can

seamlessly transition between

contexts without sacrificing aesthetic

integrity.

The collection represents what

industry observers call “techwear

aesthetic”, a blend of urban

minimalism with functional innovation

that prioritizes utility, comfort,

and style. This approach

resonates particularly strongly

with Gen Z and millennial consumers

who reject fast fashion in

favor of styles that combine individuality with sustainability.

Cultural Context and Global Resonance

Bahnsen’s Scandinavian heritage brings a unique perspective

to this collaboration, emphasizing the “openness, simplicity

and pragmatism” that defines Nordic design culture while incorporating

the romance and intricate details inspired by her

experiences in London and Paris. This cultural fusion creates

pieces that speak to a global audience while maintaining distinctive

character.

The designer’s commitment

to sustainability and thoughtful

production aligns with contemporary

luxury values, as

evidenced by her Encore collection

that utilizes upcycled

materials and her emphasis on

creating “lifelong pieces created

with unique fabrics to be

cherished and collected, never

discarded”.

The Future of Collaborative

Luxury

As we look toward the future of

urban fashion, collaborations

like The North Face x Cecilie

Bahnsen offer a blueprint for

how luxury brands can maintain

relevance while addressing

practical consumer needs.

The success of this partnership

demonstrates that tomorrow’s

luxury consumers value pieces

that offer both aesthetic beauty

and functional performance.

The collection’s emphasis on

craftsmanship, technical innovation,

and romantic detailing

creates a new category of luxury

accessories that speaks to

the complexity of modern urban

life. These are pieces designed

for individuals who appreciate

beauty but demand functionality,

who value tradition but embrace

innovation, and who seek

elegance that doesn’t compromise

on practical performance.

In redefining what luxury

means for tomorrow’s cities, this

collaboration offers a vision of urban

elegance that is both aspirational and accessible, technically

advanced yet emotionally resonant, a perfect embodiment

of design sophistication for the modern urbanite.



17

CONVERSATION

SWEET

SUBVERSION:

JOSEPH MARR’S

SUGAR-COATED

MEDITATIONS

ON DESIRE

FROM BERGHAIN TO BERLIN PARKS: HOW ONE ARTIST USES

SWEETNESS TO EXPLORE THE STICKY NATURE OF HUMAN

ATTACHMENT

Joseph Marr transforms the everyday substance of sugar into profound explorations of

consciousness, desire, and impermanence. Born in Australia in 1979 to English, Maori, and

Jewish heritage, this Berlin-based artist has carved a unique niche in contemporary art

by creating sculptures that challenge viewers both intellectually and viscerally. His works

have gained international attention not only for their technical mastery but for the unexpected

ways audiences interact with them, including the now-famous phenomenon of visitors

licking his sugar sculptures at exhibitions worldwide. Drawing from Buddhist concepts of

attachment and his own multicultural spiritual background, Marr’s practice spans sculpture,

painting, video, and photography, all unified by his investigation into what he calls “the

predicament of being human”.

18 October 2025

www.magzoid.com

Q: Your work often uses sugar as a primary

material. Could you explain how you

discovered sugar as a medium, and what

it allows you to express that traditional

media (paint, stone, etc.) do not?

For me, the idea always dictates the medium,

and that’s precisely how I came to work

with sugar. It began with a persistent image

that haunted my mind, a bust of Marilyn Monroe,

deeply sensual, but with her body transformed

into an anvil, her shoulders forming

its heavy top. My mind struggled to reconcile

this vision until I understood the symbolism:

the anvil representing weight and burden,

Monroe embodying sensuality and desire.

Sugar emerged as the perfect material

because it mirrors this duality. It’s a substance

that attracts all our senses yet carries

inherent danger when consumed excessively.

Unlike traditional materials, sugar possesses

a unique texture and viscosity that

creates something entirely unprecedented

in an artistic context. When you encounter

sugar in art rather than in your daily routine,

it transforms your entire relationship with the

material.

Q: There is a strong tension in your pieces

between impermanence and preservation,

for example, sugar works that decay or

melt versus pieces preserved with resin

or polyurethane. How do you decide when

to let something naturally deteriorate and

when to protect or fix it?

The concept itself determines whether I embrace

impermanence or seek preservation.

Take “Open Heart” from 2023, an 800-kilogram

anatomical heart standing three meters

high that I allowed to melt completely

in a Berlin park. The melting process was

integral to communicating themes of life and

death, the natural cycle of existence.

For public exhibitions, I typically allow the

works to melt deliberately. This adds crucial

sensory dimensions, the evolving smell, the

gradual transformation of form, that engage

audiences on multiple levels. However, when

works enter private collections, they must be

sealed in resin for preservation, since sugar

will deteriorate in humidity levels above 60%.

These pieces require complete waterproofing

to survive as permanent objects.


19

CONVERSATION

Q: Many of your sculptures begin with

3D scanning of real people and use digital

and industrial processes (milling,

mold-making), then sugar or resin. How

does this layering, from the human, to digital,

to industrial, to organic/edible, feed

into your ideas about identity, desire, or

embodiment?

The 3D scanning technology is crucial because

I deliberately avoid the human touch

in these figurative works. If I were sculpting

by hand, I would be interpreting reality

through my personal lens, much like Rodin

did, and while I deeply respect Rodin’s approach,

my intention is different.

I want viewers to encounter reality as directly

as possible, but translated into an

entirely different medium. This creates what

I call “sugar reality”, a representation that

reveals the subject’s state of desire and

consciousness without my subjective interpretation

filtering the experience. The digital-to-industrial-to-organic

process strips

away artistic interpretation while adding conceptual

meaning through material choice.

Q: You exhibited “Together” at Berghain,

which inserts your work into a very

charged cultural space (nightlife, desire,

bodies, etc.). How did that location impact

the reception of the work, or how you created

it? Did the space itself change your

intentions for the piece?

“Together” was commissioned specifically

by Berghain in 2013, making the location

absolutely central to the concept. The club

features a nine-meter glass bar, and my

challenge was creating something meaningful

for both the functional bar space and the

club’s unique cultural environment.

After months of consideration, I conceived

a Greek-style frieze that would narrate a story

from one end of the bar to the other. We

set up mattresses on the dance floor in the

exact configuration of the bar, and I worked

with ten models, all Berghain patrons and

some bar staff, to create a narrative arc beginning

in lust and culminating in blissful,

Eden-like love.

The authenticity was crucial: the piece

was created within the club, using people

from the club community, exploring themes

that resonate deeply with the space’s ethos.

The reception has been overwhelmingly

positive because the work emerged organically

from the environment it inhabits.

20 October 2025

www.magzoid.com


21

CONVERSATION


Q: You are of English/Māori heritage and born

in Australia, now living in Berlin. In what ways

do your heritage and biography influence

your understanding of consciousness, desire,

themes of attachment and letting go, key ideas

in your work?

My upbringing was uniquely complex, I’m a

white-presenting man raised within Māori tribal

culture, surrounded by over 150 cousins, uncles,

and aunties. Māori culture operates with strict

protocols that treat everything as sacred in distinct

ways: food has its sacredness, your head

is sacred, and the earth and sky each carry their

own sacred qualities. You must honor each appropriately.

This directly influences my artistic practice, my

work is sacred to me, though I don’t expect others

to automatically feel that connection. However,

I believe people can discover that sacredness

if they’re open to it. When we approach any activity

with sacred, loving presence, we genuinely

transmit that consciousness into what we create.

This isn’t mystical thinking, it’s the real transmission

of awareness. Just as someone can infuse

love into cooking and share it through food, the

same principle applies to art.


23

CONVERSATION


Q: How do you see your work in relation to spiritual practices

or philosophies? You have spoken about letting go of attachments,

etc. How do those ideas shape both the conceptual

and practical aspects of your art?

Sugar became my medium specifically to explore the Buddhist

concept of attachment. In Buddhist philosophy, attachment or

clinging causes suffering (dukkha) because it involves a “sticky”

neediness, a grasping that stems from misunderstanding reality’s

impermanent nature. This sticky quality of attachment is literally

embodied in sugar throughout my work.

The material choice isn’t metaphorical, it’s a direct translation

of a spiritual concept into physical form, allowing viewers to experience

attachment theory through their senses rather than just

understanding it intellectually.

Q: Many of your pieces are visually seductive, in color, texture,

even smell, but also uneasy: desire can be destructive

or make us vulnerable. How do you navigate that duality of

attraction versus risk, in both form and content?

My work emerges directly from lived experience. I observe my

own consciousness moving from desire to desire, forming attachments,

then releasing them. Rather than avoiding this cycle,

which only perpetuates it, I engage fully with the process.

I believe experiencing desires and learning to release them

represents our fundamental human work. The question becomes:

how long do you choose to remain in each attachment, and how

much suffering can you endure? I transform these rich, often

difficult experiences into artistic material, attempting to embody

whatever wisdom each experience has offered me.

Q: Looking ahead: What are you exploring next, in terms of

material, scale, concept, or location, that might surprise people

familiar with your past work? Do you plan to push more

into public/ephemeral art, or perhaps address new themes of

identity, environment, or technology?

Public ephemeral art has provided my most rewarding experiences

of audience participation and engagement. I’m developing an

environmental project featuring a coral sculpture that melts while

changing from vibrant color to white, directly mimicking the coral

bleaching occurring at unprecedented rates around Australia.

There are also plans for a large melting brain installation at Berlin’s

Tempelhofer Feld.

I’ve recently completed my first large-scale abstract expressionist

paintings using sugar recycled from last year’s 800-kilogram

melted heart project. These paintings capture the emotionally

expressive aspects of “Open Heart” that weren’t present in

the anatomical sculpture itself.

Both these new paintings and 100 photographs documenting

the heart’s melting process will be featured in a book launching

this November, available through my website alongside other

publications of my work.

Q: Your work spans many media, sculpture, painting, video,

photography, NFT, and collage. Does each medium correspond

to different ideas for you? How do you choose which

idea goes into which medium?

I rely heavily on intuition initially, then engage analytical thinking

to refine and complete the work. The fundamental question

is always: which medium will most effectively communicate this

specific idea?

Emotional, expressive concepts naturally flow toward painting,

it’s created with hands and body, allowing feeling to transfer

directly outward. More intellectual ideas often suit photography.

Experiential concepts work well in video format.

For instance, I filmed a single tree outside my window for an

entire year, captivated by its daily subtle changes and dramatic

seasonal transformations. I presented this as twelve screens with

synchronized sound, displaying 100 five-minute videos simultaneously,

each following sequentially while also playing together.

The installation was elegantly simple yet created a profound

sense of timelessness.

Q: With sugar being edible, sensory, and somewhat ephemeral,

do you consider audience interaction (or possible “consumption,”

metaphorical or literal) as part of your artworks?

Have you had instances where people have reacted to that

element in unexpected ways?

The audience response has been completely unexpected. At

the Stedelijk Museum Schiedam in Holland, person after person

began licking a pure sugar sculpture. They showed no concern

about hygiene or disease transmission, it was absolutely bizarre.

In Dresden at the Ostrale exhibition, I watched a mother lift her

baby to lick the sculpture after hundreds of people had already

done the same thing.

I captured all of this on video, and it has received over 30 million

views on YouTube. People can’t believe what they’re witnessing,

this compulsive interaction with art that somehow bypasses

normal social boundaries and health considerations.


25

DESIGN

LEGACY

REIMAGINED

JW ANDERSON, WEDGWOOD & LUCIE RIE UNVEIL

JASPERWARE’S MODERN REVIVAL

In an inspired intersection of creative vision, heritage craft, and design history, JW

Anderson and Wedgwood have partnered with the Estate of Lucie Rie to realize a

limited-edition collection that breathes new life into one of the 20th century’s great

unproduced works. At the heart of this collaboration is Lucie Rie’s never-released

1964 Jasperware teacup and saucer, which now debuts in Wedgwood’s unmistakable

blue-and-white, alongside Jonathan Anderson’s playful Greek-inspired

mugs. More than a product drop, this partnership is a sophisticated meditation on

archiving, reinterpretation, and the radical endurance of material craft.

26 October 2025

www.magzoid.com


27

DESIGN

28 October 2025

www.magzoid.com

Lucie Rie, known as one of the modern era’s most

influential potters, designed a series of Jasperware

teacups and saucers for Wedgwood in

1964 that were, until now, never manufactured.

These pieces, now realized with meticulous fidelity,

feature the classic Wedgwood blue and white palette,

offering both teacup-and-saucer and coffee-cup-andsaucer

formats. The tactile matte finish and delicate

white sgraffito details celebrate Rie’s unique fusion of

purposeful imperfection and functional grace, a signature

that remains unmistakably hers even when filtered

through Wedgwood’s storied material tradition.

Jonathan Anderson’s Greek Mug Homage and New

Accessories

Alongside Rie’s reimagined Jasperware, Jonathan Anderson

introduces a capsule of 5th-century Greek–inspired

mugs from his own archive, rendered here in

three striking two-tone combinations: Blue/Saxon Blue,

Chocolate Brown/Black, and Canary Yellow/Mimosa

Yellow. Each piece is hand-thrown using time-honored

turning techniques, echoing both ancient forms and

Rie’s mid-century modernist sensitivity. The launch

also includes the first-ever accessories for these labels,

a washed-cotton cap and an ingeniously hybrid

tote-shoulder bag, offering a contemporary edge that

opens the collaboration to broader lifestyle audiences.


29

DESIGN

Making Craft Visible: Artisanal Methods as

Storytelling

Central to the project is an emphasis on authenticity.

Every item in the collection is handcrafted

by Wedgwood’s artisans, clay is shaped, allowed

to reach a “leather-hard” stage, and then

skillfully finished on the lathe. This echoes Rie’s

own process, resulting in works that foreground

both the subtlety and dynamism of handwork.

The deliberate irregularities, so valued by Rie,

come through in details that award the collection

its unique spirit, a fusion of rigorous technique

with “the beauty of the handmade”.

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Craft, Philanthropy, and the Future of Design

Heritage

This initiative is not merely a commercial

venture; proceeds directly support the newly

established Lucie Rie and Hans Coper Foundation.

The foundation’s remit is ambitious,

preserving and digitizing precious archival

materials, and providing new academic and

creative scholarships.

In Anderson’s words: “Lucie Rie is one of

the greatest potters of the 20th century… I

believe she would be thrilled to see these

designs finally brought to life, especially as

part of a project giving back”.

The Jonathan Anderson & Wedgwood

Special Collection is available through

Wedgwood and JW Anderson’s webstores,

select Wedgwood boutiques in the U.S., Japan,

and China, key department stores in

the UK, and flagship JW Anderson shops in

London, Milan, and Tokyo.

This collaboration is an eloquent testament

to the potential of design partnerships

to resurrect lost histories, champion enduring

craft, and spark fresh cultural conversations.

By honoring Lucie Rie’s visionary

designs and channeling them through contemporary

fashion and craft, the collection

bridges eras and disciplines, reminding the

design world why the most powerful products

are those able to speak, meaningfully,

across generations.


31

THREADS


DON’T BE

DUMB.

BE GENIUS

INSIDE A$AP

ROCKY’S CREATIVE

PROCESS FOR

MONCLER’S MOST

COLLABORATIVE

COLLECTION YET

The A$AP Rocky x Moncler Genius

collaboration represents a fundamental

shift in luxury fashion partnerships,

moving beyond traditional brand synergy

to what Moncler calls “co-creation

across different industries”. Rather than

simply applying Rocky’s aesthetic to

existing Moncler silhouettes, the collection

emerged from an intensive design

dialogue that began during Moncler’s

2024 “City of Genius” event in Shanghai,

where Rocky curated an immersive

space built around the concept “Where

retro ski meets future sound


33

THREADS

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THREADS

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T

his collaborative methodology reflects Moncler Genius’s evolution since

2018 from established collaboration, ”which merges two sets of brand

codes together”, into “co-creation focused on human creative skill and

imagination to make something each brand couldn’t achieve on its own”. For

GCC luxury professionals navigating increasingly sophisticated consumer expectations,

this approach offers crucial insights into how heritage brands can

authentically integrate contemporary culture without compromising their essential

identity.

The partnership demonstrates what happens when two distinct creative

philosophies intersect: Moncler’s 70-year heritage in technical alpine wear meets

Rocky’s AWGE platform’s experimental approach to cultural cross-pollination.

The result transcends typical celebrity endorsement or capsule collection territory,

entering genuine collaborative design where both partners contribute essential

DNA to create something entirely new.


37

THREADS

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Deconstructing the Design DNA: Rocky’s AWGE Philosophy Meets Alpine

Codes

The collection’s design process centered on what Rocky describes as creating a

“protective urban uniform”, transforming Moncler’s technical outerwear heritage

through his AWGE (Always Working Getting Everything) creative platform’s experimental

lens. The collaboration’s core pieces demonstrate this fusion philosophy:

the trompe l’oeil puffer t-shirt transforms traditional alpine silhouettes into streetwear

statements, while the Bahianinha short down jacket features 3D geometric

quilting that bridges technical performance requirements with urban aesthetic

demands.

Most significantly, the collection’s graphic language serves dual narrative functions.

“Don’t Be Dumb”, the title of Rocky’s forthcoming late-2025 album, appears

throughout as both fashion statement and cultural announcement, while integrated

AWGE and Moncler logos create visual hooks that assert both brands’ identities

without hierarchy. This approach demonstrates sophisticated brand diplomacy,

allowing each partner to maintain a distinct voice while creating a unified

aesthetic narrative.

The design process involved extensive exploration of Moncler’s archive, with

Rocky identifying specific vintage ski pieces that resonated with his vision of futuristic

urban protection. The color palette, lava red, electric indigo, bright emerald

against black and white foundations, emerged from Rocky’s interpretation of

these vintage garments through a contemporary urban culture lens. His contribution

lies in reimagining these foundational elements through bold color-blocking

that references both alpine heritage and street culture vibrancy while maintaining

the technical performance standards Moncler customers expect.

The modular design philosophy reflects Rocky’s AWGE approach to cultural

remix. Each piece functions independently while contributing to a larger aesthetic

narrative, what Rocky describes as “creating individual harmonies that never

produce identical melodies”. This allows wearers to construct personal style

statements using the collection’s components, appealing particularly to GCC consumers

who value customization options and individual expression within luxury

frameworks.

Collaborative Methodology: The Shanghai Genesis

The collection’s conceptual foundation took shape during Rocky’s curated installation

at Shanghai’s “City of Genius” event, where he created what Moncler describes

as “an outdoor futuristic landscape, featuring a lounge pit that seamlessly

extended onto a projection screen, merging real and AI-generated imagery”. This

immersive environment, built around wraparound projections and central sound

systems, demonstrated Rocky’s approach to experiential design, creating spaces

where music, fashion, and technology converge to generate new cultural narratives.

The Shanghai installation served as both presentation venue and design laboratory,

allowing Rocky to test how the collection’s pieces functioned within his envisioned

cultural context. Attendees experienced garments not as static display

items but as components of a living, breathing cultural ecosystem where fashion,

music, and visual art informed each other in real time.

This experiential methodology reflects broader Moncler Genius philosophy, as

articulated by CEO Remo Ruffini: “It is the ability to see and create together what

we could never have imagined alone. It is the acknowledgement of a contemporaneity

made of worlds that interact with each other and inspire reciprocally”.

Rocky’s Shanghai installation exemplified this co-creative approach, allowing attendees

to experience the collection within a carefully constructed atmosphere

that communicated both brands’ values simultaneously.

The collaboration’s technical execution involved what Rocky describes as a

surprisingly streamlined process: “For this particular collection, the assembly

didn’t take long. Everyone was very accommodating, making the experience

smooth. Considering our geographical distances, they facilitated collaboration,

making it enjoyable and engaging”. This efficiency suggests a sophisticated

collaborative infrastructure that enables creative dialogue without compromising

artistic vision or technical standards, a crucial factor for luxury brands managing

complex international partnerships.


39

THREADS

Visual Storytelling: Charlotte Rutherford’s Campaign

Architecture

The collection’s campaign, photographed by Charlotte

Rutherford and co-directed with Dan Streit, demonstrates

how collaborative design extends into visual communication.

Rutherford’s approach, placing garments in

“blackout space that sharpens contrast and focus”, allows

the collection’s saturated colors and technical details

to command attention without distraction. Against

jet-black backgrounds, garments that “erupt with saturated

tones and lustrous finishes” create visual impact

that mirrors Rocky’s performance energy.

The campaign’s visual language deliberately contrasts

starkness with vibrancy, reflecting the collection’s design

philosophy of bold elements within restrained frameworks.

Rutherford’s photography particularly emphasizes

the collection’s functional details, utility elements that

serve as aesthetic features rather than mere technical

requirements. Multi-layered waistband pants, oversized

silhouettes, and strategic patch placements become focal

points that communicate both brands’ commitment to

functionality without sacrificing visual impact.

The accompanying film introduces helicopter motifs

familiar from Rocky’s recent live performances while

weaving in musical previews of tracks from his forthcoming

album. This multimedia approach reflects contemporary

luxury marketing’s evolution toward cultural storytelling

that transcends traditional product photography,

creating content ecosystems that serve multiple brand

objectives simultaneously.

The campaign’s strength lies in its refusal to choose

between fashion and music marketing, instead creating

visual narratives that serve both purposes authentically.

The result positions the collection within Rocky’s broader

creative universe while maintaining Moncler’s luxury positioning,

achieving the balance necessary for successful

cross-industry collaboration.

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THREADS

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Technical Innovation Through Creative Dialogue

The collection’s standout pieces demonstrate how collaborative

design can push technical boundaries beyond what either

brand might achieve independently. The layered waistband

pants feature double waistlines that reference boxer shorts, a

signature Rocky styling element, while incorporating Moncler’s

technical construction methods for weather protection and durability.

This fusion creates garments that function effectively in

urban environments while maintaining the performance standards

expected from alpine-heritage brands.

The 3D geometric quilting

on the Bahianinha jacket

represents a similar technical-aesthetic

synthesis, using

Moncler’s insulation expertise

to create sculptural effects

that align with Rocky’s preference

for bold, architectural

silhouettes. These innovations

demonstrate how collaborative

design can advance technical

capabilities by applying familiar

construction methods to

new aesthetic challenges.

The trompe l’oeil puffer

t-shirt perhaps best exemplifies

the collection’s innovative

approach, transforming the

visual language of outerwear

into lightweight garments that

deliver the aesthetic impact of

technical pieces without their bulk

or seasonal limitations. This allows

wearers to access the collection’s

visual codes across different climates

and occasions, particularly

valuable for GCC consumers

who appreciate luxury pieces that

function across varied environments.

Most importantly, the collection’s

modular approach, inspired

by Rocky’s AWGE philosophy

of mixing and matching cultural

references, creates what Moncler

calls “a series of individual

pieces that, like in music, can

be combined to create individual

harmonies and never identical

melodies”. This design philosophy

appeals particularly to regional consumers who appreciate

customization options and individual expression within luxury

frameworks.


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THREADS

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Cultural Impact and Industry Implications

The collaboration’s success lies in its authentic integration of musical,

visual, and fashion narratives without forcing artificial connections.

Rocky’s dual role as recording artist and creative director enables

genuine cultural cross-pollination, while Moncler’s collaborative infrastructure

supports complex creative processes without losing brand

coherence.

The partnership establishes new standards for luxury brand collaborations

by demonstrating how authentic creative dialogue can

generate products that advance both partners’ aesthetic territories.

Rather than simply applying surface-level branding to existing products,

the collection represents genuine co-creation where technical

innovation, aesthetic development, and cultural narrative emerge

from a collaborative process.

For regional luxury professionals, this partnership demonstrates

how successful collaborations require institutional support for creative

experimentation, geographic flexibility for international dialogue,

and a willingness to embrace new narrative territories while

maintaining core brand values. The collection’s immediate availability

through select Moncler stores and online platforms reflects sophisticated

distribution strategies that balance exclusivity with accessibility,

crucial for luxury brands serving culturally diverse GCC markets.

The collaboration ultimately establishes a template for luxury fashion’s

cultural future: co-creation processes that respect both partners’

creative integrity while generating products and experiences that

neither brand could achieve independently. As Rocky concludes,

successful collaboration requires accommodation and engagement,

qualities that transform potential brand conflicts into creative catalysts

that advance both artistic vision and commercial success.

This approach offers particular relevance for GCC luxury markets,

where consumers increasingly value authenticity and cultural fluency

over traditional luxury signaling. The A$AP Rocky x Moncler Genius

collection demonstrates how heritage brands can evolve through

genuine partnership while maintaining the craftsmanship standards

and aesthetic sophistication that justify premium positioning in sophisticated

international markets.


45

ARCHITECTURE

JEAN NOUVEL’S NOT

A HOTEL YAKUSHIMA

REDEFINES LUXURY

THROUGH STONE,

GLASS, AND CULTURAL

IMMERSION

POETIC MINIMALISM MEETS JAPANESE

HERITAGE IN REVOLUTIONARY FRAC-

TIONAL OWNERSHIP MODEL

Jean Nouvel’s latest architectural meditation, NOT A HOTEL YAKUSHIMA, promises

to reshape luxury hospitality through what the celebrated French architect calls

“the art of absence”. Set on the UNESCO World Heritage island of Yakushima,

home to thousand-year-old cedar forests and pristine coastal landscapes, this

stone and glass retreat scheduled for summer 2026 represents a profound dialogue

between contemporary architecture and ancient natural heritage.

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47

ARCHITECTURE

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The project embodies Nouvel’s core

philosophy that “the most sophisticated

things belong to nature, its

landscapes, its paths, its reliefs, the

views that will be revealed; everything else

is absence”. This approach positions the

retreat not as an intrusion upon Yakushima’s

primeval beauty, but as an organic extension

of the island’s dramatic topography, where

architecture becomes a vehicle for deeper

environmental connection rather than mere

shelter.

Architectural Philosophy: When Stone

Speaks

Nouvel’s design methodology for YAKUSHI-

MA centers on what he describes as creating

spaces for “falling in love, with a tree,

a blade of grass, or a stone”. The retreat’s

foundation literally and metaphorically rests

on locally sourced stone, ”a permanent presence,

shaped by time, rain, and wind, carrying

the patina of years”, arranged to create

structures that appear to have always been

part of the island’s geological narrative.

The building’s dual materiality of stone

and glass serves specific experiential purposes.

While stone anchors the structure to

earth and history, the glass expanses are

designed to “amplify the sounds of water

and heighten awareness of rain”. This deliberate

material choice creates what architecture

critics describe as a “trompe-l’œil

spherical Earth effect,” where interior spaces

become viewing chambers for Yakushima’s

ever-changing atmospheric conditions.

The retreat’s low, grounded profile follows

the island’s natural contours, gradually revealing

itself to visitors as they explore the

surrounding cedar forests. This approach

reflects Nouvel’s belief that contemporary

architecture should “organize the mutations

of what is already there” rather than impose

foreign aesthetic languages upon sensitive

landscapes.


49

ARCHITECTURE

Experiential Design: Immersion Through

Restraint

The retreat’s interior philosophy extends

Nouvel’s minimalist approach into lived experience.

Spaces open broadly onto forest

and sea views, creating what the architect

describes as “an atmosphere that is at once

contemplative and immediate”. Subtle transitions

between indoor and outdoor areas

invite guests to move freely with Yakushima’s

natural rhythms, daylight changes, weather

patterns, and seasonal transformations become

integral components of the architectural

experience.

Stone surfaces are designed to collect

rainwater and reflect shifting skies, while

glass expanses channel the sounds of wind

and water directly into living spaces. This

creates what Nouvel calls “inhabitable structures

through the immaterial”, spaces where

light, darkness, sound, and silence become

building materials as essential as stone and

glass.

The retreat’s design embraces what might

be called “productive discomfort”, spaces

that encourage guests to engage more directly

with environmental conditions rather

than seeking complete climate control. This

philosophy aligns with emerging luxury hospitality

trends where authentic experience

trumps conventional comfort.

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51

ARCHITECTURE

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Cultural Context: Japanese Aesthetics

Meets French Vision

The collaboration represents a sophisticated

cultural dialogue between Nouvel’s conceptual

minimalism and Japanese design

principles. Yakushima’s designation as a

UNESCO World Heritage site, celebrated

for landscapes that inspired Studio Ghibli’s

“Princess Mononoke”, provides a cultural

context where architectural restraint becomes

essential rather than optional.

Japan’s luxury hospitality sector has increasingly

embraced what industry observers

call “emotional design,” which prioritizes

authentic cultural connection over ostentatious

display. The NOT A HOTEL project fits

within this broader trend toward hospitality

experiences that blur boundaries between

accommodation and cultural immersion.

Nouvel’s approach resonates with traditional

Japanese concepts of “ma” (negative

space) and “wabi-sabi” (beauty in imperfection),

while maintaining his distinctly European

conceptual framework. This cultural

synthesis creates spaces that honor Japanese

aesthetic principles without resorting to

superficial traditional motifs.

Market Innovation: Fractional Ownership

in Paradise

The retreat will operate through NOT A HO-

TEL’s innovative fractional ownership model,

allowing individuals to purchase time-based

ownership stakes rather than entire properties.

This approach makes architectural luxury

more accessible while providing owners

with professionally managed vacation assets

that generate income when unoccupied.

Japan’s fractional ownership market has

experienced significant growth, with vacation

ownership projected to expand at a

6.1% CAGR through 2035, driven by affluent

consumers seeking alternatives to traditional

second-home ownership. The model particularly

appeals to international buyers priced

out of Japan’s luxury real estate market while

still desiring access to exclusive properties.

For GCC luxury consumers, increasingly

active in international vacation ownership

markets, the YAKUSHIMA project offers

compelling value: architectural significance,

environmental exclusivity, and investment

potential within Japan’s stable luxury hospitality

sector. The region’s luxury hotel market,

projected to reach $42 billion by 2030 with

a 6.8% CAGR growth, creates strong fundamentals

for premium fractional ownership

investments.


53

ARCHITECTURE

Regional Implications: Gulf Investment in

Japanese Luxury

The project arrives as GCC travelers represent

an increasingly important segment

of Japan’s luxury tourism market, with Gulf

visitors prioritizing authentic cultural experiences

over conventional resort amenities.

NOT A HOTEL YAKUSHIMA’s emphasis on

environmental immersion and architectural

sophistication aligns perfectly with evolving

regional preferences for “quiet luxury” that

emphasizes exclusivity through restraint

rather than ostentation.

The fractional ownership model addresses

practical considerations for Gulf-based

investors: professional management eliminates

hands-on property oversight challenges,

while the structured ownership approach

provides clear legal frameworks for international

real estate investment. Japan’s stable

regulatory environment and growing luxury

hospitality infrastructure create favorable

conditions for long-term appreciation.

Environmental Integration: Architecture

as Ecosystem

Perhaps most significantly, the YAKUSHIMA

retreat represents Nouvel’s most ambitious

attempt to create architecture that functions

as part of natural ecosystems rather than

separate from them. The building’s design

actively incorporates weather patterns, seasonal

changes, and environmental sounds

as architectural elements, creating spaces

that become more compelling during

storms, rain, and atmospheric disturbances

rather than less.

This approach reflects broader industry

trends toward regenerative luxury, hospitality

experiences that actively improve environmental

conditions rather than merely

minimizing negative impacts. As luxury

travel increasingly prioritizes authentic environmental

connection, Nouvel’s vision for

YAKUSHIMA may establish new standards

for culturally sensitive resort development in

protected natural areas.

The retreat ultimately demonstrates how

contemporary architecture can honor ancient

landscapes while providing modern

luxury experiences. Through stone, glass,

and studied absence, Nouvel creates spaces

where guests don’t simply observe nature

but become temporary participants in

Yakushima’s ongoing geological and biological

narratives, transforming luxury accommodation

into a cultural and environmental

pilgrimage.

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55

GOLF

MANORS’ AW25

FOULWEATHER COL-

LECTION MARKS

STRATEGIC PIVOT TO

PERFORMANCE EX-

CELLENCE

TECHNICAL INNOVATION MEETS GOLF

HERITAGE AS UK BRAND EXPANDS

GLOBAL FOOTPRINT

MANORS’ Autumn Winter 2025 Foulweather Collection represents the London-based

brand’s most sophisticated technical evolution yet, introducing 100%

Merino wool knitwear and Pertex Shield Pro waterproofs that signal its transition

from vintage-inspired golf styling to performance-driven sportswear leadership.

Coming off £1 million revenue in 2024, double the previous year’s performance, the

collection demonstrates how heritage golf brands can embrace technical innovation

without sacrificing aesthetic integrity.

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57

GOLF

The collection’s debut knitwear pieces, the Tech Vest

and Tech Crewneck in 100% Merino wool, challenge

conventional notions of technical fabrics by leveraging

natural performance properties. Recent research

from North Carolina State University confirms Merino wool’s

superior moisture management, showing 96% better moisture

buffering than polyester and 45% better than cotton. For

MANORS, this translates into pieces that regulate temperature

naturally while providing odor resistance, crucial for golfers

transitioning between course and urban environments.

The garments feature laser-cut nylon panels that add both

functional ventilation and visual texture, creating hybrid pieces

that honor MANORS’ new aesthetic direction while delivering

measurable performance benefits. This approach reflects

broader golf apparel market trends where the $9.07 billion

global market is projected to grow at 4.87% CAGR through

2032, driven by demand for versatile pieces that function

across lifestyle contexts.

Technical Outerwear: Pertex Partnership Delivers

Professional Performance

The collection’s waterproof jacket and trouser

system utilizes Pertex Shield Pro fabric, the same

2.5-layer technology trusted by premium outdoor

brands including SATISFY, The North Face, and Goldwin.

The lightweight, packable jacket fits inside its own pocket

with a carabiner attachment for golf bag transport, demonstrating

MANORS’ understanding that modern golfers require

gear that adapts to varied playing conditions and travel demands.

This technical advancement positions MANORS within the

premium golf apparel segment, which is experiencing 6.77%

CAGR growth as consumers increasingly value innovation

over traditional styling. The integration of professional-grade

technical fabrics with golf-specific functionality reflects sophisticated

product development that addresses real performance

gaps in the market.

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Strategic Positioning: From Lifestyle to Performance

Leadership

MANORS’ evolution from vintage-inspired knitwear to technical

performance wear illustrates a successful brand pivot

strategy. The company’s recognition that “we can’t expand a

global golf brand by offering knitted cardigans” led to comprehensive

rebranding in 2022, retaining only the brand name

while transforming product philosophy, materials, and target

audience.

The shift from cotton-based casual wear to polyester performance

blends has enabled geographic expansion, particularly

into the US market, where technical golf apparel dominates

consumer preferences. This strategic direction aligns

with golf industry trends where athleisure crossover appeal,

garments that function on-course and in business casual settings,

drives significant market growth.

Market Context: GCC Opportunity in Performance Golf

Wear

The Foulweather Collection arrives as Gulf markets demonstrate

increasing sophistication in technical sportswear adoption.

The GCC luxury fashion market, valued at $5.2 billion

with fashion leading all categories, shows particular strength

in performance-oriented segments where consumers prioritize

functionality alongside aesthetic appeal. Regional golfers’

frequent international travel creates demand for packable,

versatile pieces that perform across climate conditions,

precisely the niche MANORS addresses with its new technical

direction.

The brand’s emphasis on storytelling and authentic content

creation, led by creative director Luke Davies and featuring

brand ambassadors including former professional James

Wilson, resonates with GCC consumers who value authentic

brand narratives over traditional advertising approaches. This

organic content strategy has proven particularly effective on

social media platforms popular throughout the region.


59

GOLF

Industry Implications: Performance-Heritage

Fusion

MANORS’ successful pivot demonstrates

how golf brands can honor heritage while

embracing technical innovation. The integration

of traditional materials like Merino wool

with cutting-edge construction techniques

creates products that appeal to both performance-focused

players and style-conscious

lifestyle consumers. The Pertex partnership

specifically illustrates how strategic supplier

relationships enable smaller brands to

access premium technical fabrics typically

reserved for major outdoor brands.

The collection’s modular approach, combining

knitwear, waterproofs, updated polos,

and refined Stableford Trousers, creates

comprehensive seasonal wardrobes rather

than individual statement pieces. This systems

thinking reflects mature brand development

that prioritizes customer utility over

fleeting trend adoption.

Weather-Ready for Global Growth

The AW25 Foulweather Collection positions

MANORS for continued international expansion

by delivering genuine technical innovation

within refined aesthetic frameworks.

As the brand targets US market entry and

broader global distribution, its commitment

to performance-driven design backed by

premium materials partnerships provides

competitive differentiation in an increasingly

crowded golf apparel landscape.

For regional luxury professionals, MAN-

ORS exemplifies how heritage brands can

evolve through strategic technical partnerships

while maintaining brand authenticity,

offering a blueprint for successful category

expansion that honors tradition while embracing

contemporary performance demands.

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61

DRIVE TO THE FUTURE

AUDI CONCEPT C

REDEFINES ELECTRIC

LUXURY

THROUGH MINIMALIST PHILOSOPHY AND

RADICAL SIMPLICITY

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Audi’s Concept C, unveiled September 2, 2025, in Milan, represents a paradigm shift

toward “radical simplicity” that could reshape the luxury electric vehicle market, projected

to reach $1.04 trillion by 2034. This all-electric two-seat sports car introduces

a revolutionary design philosophy combining heritage elements with cutting-edge

minimalism, targeting a luxury EV sector growing at 20% CAGR.


63

DRIVE TO THE FUTURE

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The Concept C embodies what Audi calls “athletic minimalism”,

creating tension through “interplay of full and

restrained surfaces intersected by a single line”. Chief

Creative Officer Massimo Frascella describes this approach

as essential for “re-establishing our brand’s unique

identity” in an increasingly crowded luxury EV landscape. This

philosophy directly addresses industry research showing that

minimalist automotive design enhances perceptions of innovation,

luxury, and technological sophistication.

The vehicle’s vertical frame, inspired by the 1936 Auto Union

Type C and third-generation Audi A6, forms the structural centerpiece

from which the entire design develops. This progressive

interpretation of Audi’s legacy showcases the four rings

while integrating forward-looking technology, demonstrating

how heritage brands can honor history while embracing radical

transformation.250902_MediaInfo_Produkt_EN.pdf

Technical Innovation: Minimalism Through Maximum Sophistication

The Concept C’s most striking feature is its electrically retractable

hardtop, the first on an Audi roadster, comprised of two

roof elements that maintain monolithic aesthetics while enabling

open-top experiences. This engineering achievement

exemplifies minimalist philosophy: complex technology hidden

beneath simple, elegant execution.

The interior architecture features “strong architectural surfaces

and clear geometric forms” crafted from anodized aluminum

controls that provide tactile experiences reflecting mechanical

quality through their “unmistakable ‘Audi click’”. The

10.4-inch foldable center display provides contextual information

while maintaining visual clarity, technology that remains

“always close by, yet never dominant”.250902_MediaInfo_Produkt_EN.pdf

This approach addresses luxury EV market demands for

seamless digital integration without sacrificing premium materials

or tactile engagement, critical factors as the global luxury

EV market faces challenges balancing technological advancement

with traditional luxury expectations.

Regional Market Context: GCC Luxury EV Adoption

The Concept C arrives as Middle Eastern markets demonstrate

increasing appetite for luxury electric vehicles, with the

GCC automotive sector investing heavily in EV infrastructure

and manufacturing capabilities. Regional luxury consumers increasingly

prioritize “clarity, technicality, intelligence, and emotion”,

precisely the combination Audi’s new design philosophy

delivers.

The vehicle’s Titanium exterior finish, evoking “warm, technical

elegance” inspired by the metal’s “precision, lightness,

and strength”, resonates with Gulf consumers who appreciate

sophisticated restraint over ostentatious display. The minimalist

interior’s tone-on-tone harmony and natural materials create

what Audi describes as “a refined, warm, and elevated environment”

that aligns with regional preferences for understated

luxury.

Market research indicates that luxury consumers in developing

markets, including the GCC, increasingly link simplicity

with exclusivity, particularly when combined with advanced

technology and proven heritage credentials. The Concept C’s

positioning as both a technological showcase and a design

manifesto addresses this sophisticated buyer segment.

Industry Implications: Minimalism as Competitive Advantage

The Concept C’s design philosophy reflects broader automotive

industry trends toward minimalism as a strategic differentiator.

Research shows minimalist automotive branding enhances

perceptions of innovation, sustainability, and premium

quality, crucial factors as luxury brands compete in saturated

markets. However, the approach also risks alienating traditional

luxury consumers who value tactile engagement and analog

interfaces.

Audi’s solution involves what the company calls “subtle integration

of technology”, maintaining physical controls where

they enhance user experience while eliminating unnecessary

complexity. This balanced approach could influence how other

luxury manufacturers navigate the tension between digital innovation

and traditional craftsmanship values.

The vehicle’s four-element light signature, horizontal elements

in both headlights and taillights, establishes a consistent

visual identifier intended to define Audi’s identity “during

both day and night”. This systematic approach to brand recognition

demonstrates how minimalist design can strengthen

rather than dilute brand identity.


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DRIVE TO THE FUTURE

Cultural Significance: European Minimalism Meets Global Luxury

The Concept C’s design draws from 20th-century modernist movements,

including Bauhaus and De Stijl, adapting the “less is more”

philosophy for contemporary luxury consumers who prioritize “efficiency,

user-friendly interfaces, and seamless digital interactions”.

This cultural positioning appeals particularly to younger luxury buyers

who view minimalism as sophisticated rather than austere.

The vehicle’s emphasis on “geometric purity” and elimination of

unnecessary lines reflects broader cultural shifts toward sustainability

and transparency, values that minimalist design effectively communicates.

As luxury brands increasingly compete on environmental

credentials, the Concept C’s aesthetic restraint supports Audi’s

broader sustainability messaging.


Forward-Looking Implications

The Concept C ultimately represents more than product innovation,

it establishes a template for how heritage luxury brands

can evolve without abandoning core identity. By combining “an

unmistakable combination of clarity, technicality, intelligence,

and emotion,” Audi demonstrates that minimalism can enhance

rather than diminish luxury positioning.

As the luxury EV market approaches mainstream adoption,

brands must balance technological advancement with emotional

engagement. The Concept C’s success in achieving

both suggests that “radical simplicity” may become the dominant

luxury design philosophy, particularly in markets like the

GCC, where sophisticated consumers appreciate authentic

innovation over superficial complexity.

The vehicle’s influence extends beyond Audi, previewing a

future where luxury automotive design prioritizes meaningful

function over decorative excess, potentially reshaping how

the industry approaches everything from interior architecture

to brand communication. For regional luxury consumers, this

evolution promises more sophisticated, culturally responsive

products that honor both technological progress and timeless

design principles.


67

INTERIOR

ARTEK’S 90TH

ANNIVERSARY

GEMS REDEFINE

COLLECTIBLE

FINNISH DESIGN

Artek’s “Gems from the Archive” collection celebrates 90 years of Finnish design

excellence by reintroducing three treasured Aalto pieces: the architectural Screen

100, Cabinet 250 “cocktail cabinet,” and limited-edition Stool X602 featuring

Alvar Aalto’s revolutionary X-leg innovation. Available from October 15, 2025, the

collection demonstrates how heritage brands can revitalize archival designs for

contemporary luxury markets experiencing a 6.2% CAGR growth through 2033.

Artek-Gems-from-the-Archive-Season-2-Press-Release-ENG_master.

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69

INTERIOR

Screen 100 exemplifies Artek’s approach to “festive

form and function,” transforming from a singular

room divider into a modular system available in

four heights (100-180cm). The piece’s soft undulating

form, reminiscent of organic wave motifs from

Aalto’s architectural projects, now serves contemporary

needs from video call backgrounds to informal coat

stands, demonstrating how timeless design adapts to

evolving lifestyle requirements.

Crafted from Finnish pinewood rather than Aalto’s typical

birchwood, Screen 100 develops rich patina over

time, embodying what design theorists call “living materials”

that improve with age. This material choice reflects

broader luxury furniture trends prioritizing sustainability

and natural aging processes over static perfection.

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Heritage Craftsmanship Meets Contemporary Function

Cabinet 250’s return to Artek’s standard collection follows

a successful limited-edition collaboration with Moomin

earlier in 2025. Often called the “cocktail cabinet,” the

piece demonstrates Aino Aalto’s collaborative design

influence, archival documents reveal she first conceived

attaching cabinet bodies to Alvar’s L-leg structure. This

historical revelation repositions the piece within contemporary

discussions about collaborative design and female

contributions to modernist furniture.

The cabinet’s compact proportions serve dual purposes:

ceremonial storage for special tableware and

practical organization for everyday items, fulfilling Aino

Aalto’s belief that “no object or function is undeserving

of aesthetic beauty”. This philosophy resonates with luxury

consumers seeking multi-functional pieces that justify

premium pricing through versatility.


71

INTERIOR

Limited Edition Collectibility: The X-Leg Innovation

Stool X602’s anniversary edition showcases Alvar Aalto’s

fan-shaped X-leg, first presented at Stockholm’s 1954

Konstruktiv Form exhibition as a sculptural evolution of his

iconic L-leg. Limited to 90 individually numbered pieces

per model, the stool features hexagonal seats with rare

“curly birch” veneer applied through traditional marquetry

techniques.

The curly birch’s “fiery pattern” with wavy, irregular

rings creates what collectors describe as “living art”,

each piece displaying unique grain characteristics that

enhance aesthetic appeal over decades. Available in

honey-stained or contrasting natural lacquered configurations,

the stools position themselves as investment pieces

for collectors appreciating both design history and material

craftsmanship.

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Market Context: Finnish Design’s Global Renaissance

The collection arrives as Scandinavian furniture experiences

significant market expansion, with luxury Nordic

pieces showing particular strength in sustainability-conscious

markets. Artek’s 90th anniversary coincides with

broader cultural appreciation for “slow design” philosophy,

creating fewer, better pieces that last generations

rather than following fast furniture trends.

Recent market analysis shows consumers increasingly

value furniture with “story and provenance,” particularly

pieces that demonstrate technical innovation and cultural

significance. The Gems collection satisfies these demands

by offering authenticated design history, traditional

craftsmanship, and limited availability that appeals to

both users and collectors.


73

INTERIOR

Regional Implications: GCC Luxury Furniture

Market

For Middle Eastern luxury consumers, the collection

offers compelling value propositions:

heritage brand credibility, technical innovation,

and scarcity-driven investment potential.

Dubai’s luxury furniture market has embraced

Scandinavian minimalism, with retailers reporting

strong demand for pieces that balance functionality

with aesthetic distinction.

The collection’s modular approach, particularly

Screen 100’s adaptable configurations, appeals

to GCC buyers who appreciate customizable

luxury that adapts to diverse entertaining

and residential requirements. Finnish craftsmanship’s

reputation for durability resonates with

regional preferences for investment-quality furniture

that maintains value across generations.

Cultural Significance: Archive as Innovation

The Gems collection demonstrates how luxury

heritage brands can monetize their archives

without compromising contemporary relevance.

By updating classic pieces with modern proportions

(Screen 100’s height variations) while

maintaining essential design integrity, Artek

shows how thoughtful reinterpretation can expand

market appeal without diluting brand authenticity.

This approach offers strategic insights for

regional luxury brands seeking to balance tradition

with innovation. The collection’s success

will likely influence how other heritage manufacturers

approach archival pieces, potentially establishing

new standards for authentic historical

reinterpretation in contemporary luxury markets.

The collection ultimately positions Artek’s 90th

anniversary as more than nostalgia, demonstrating

how Finnish design principles of functionality,

sustainability, and human-centered thinking

remain relevant for luxury consumers seeking

meaningful alternatives to disposable contemporary

furniture culture.

74 October 2025

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75

OLFACTORY ODYSSEY

TEMPORAL

ALCHEMY

SETCHU’S FIVE-SCENT

SETCHU’s inaugural fragrance collection transforms time into scent, offering five

compositions that map specific moments from Monday 9 AM to Saturday 8 AM.

Available exclusively through Dover Street Market at $230, these “tailored origamis”

created by LVMH Prize winner Satoshi Kuwata and perfumer Julie Massé represent

Japan’s growing influence in luxury fragrance, a market projected to reach $3.91

billion by 2033.


JOURNEY BRIDGES JAPANESE TRADITION AND WESTERN FRAGRANCE CRAFT


77

OLFACTORY ODYSSEY

The collection draws from “Wayo Setchu,” a 19th-century

Japanese aesthetic movement blending Eastern and

Western design codes. Each fragrance embodies this

philosophy: MONDAY 9 AM | GENMAICHA combines

roasted-rice accord with Italian bergamot, while WEDNESDAY 5

PM | YUZU marries nostalgic yuzu extract with European-style incense

and musks. This approach reflects broader trends in Japanese

fragrance culture, where subtlety and emotional resonance

take precedence over projection and statement-making.

Sensory Architecture: Time as Ingredient

The collection’s temporal structure creates unique olfactory

narratives. THURSDAY 1 PM | AYU captures Kuwata’s fishing ritual

through salty red-seaweed accord merged with Mediterranean

solar notes, transforming personal memory into universal experience.

FRIDAY 2 AM | TATAMI layers cereal and igusa accords

with Havana wood, evoking intimate nocturnal moments through

materials embedded in Kuwata’s childhood memories.

Most intriguingly, SATURDAY 8 AM | HINOKI BURO concludes

the cycle with cypress and fir-needle oils mingling with hinoki

wood and steam accords, creating what Wallpaper describes

as “the perfume equivalent of ‘you say more with less’”. This restraint

aligns with Japanese fragrance preferences for subtlety

over boldness, where scents “linger on the skin, unveiling layers

over time”.

Market Context: Dover Street Market’s Fragrance Strategy

The Dover Street Market exclusive launch positions SETCHU

within the retailer’s curated approach to emerging fragrance

brands. Following successful launches from Chopova Lowena

and Comme des Garçons collaborations, DSM has established

itself as a launching pad for designer fragrances that challenge

conventional categorizations. The $230 price point places SET-

CHU within accessible luxury territory while maintaining exclusivity

through limited distribution.

Japan’s fragrance market growth, 5.9% CAGR through 2033,

creates favorable conditions for culturally authentic brands like

SETCHU that honor traditional Japanese elements while appealing

to international aesthetics. The collection’s success at Pitti

Fragranze and subsequent global DSM rollout suggests strong

commercial potential for East-West fragrance fusion concepts.

Regional Implications: GCC Fragrance Evolution


For GCC consumers increasingly interested in niche Japanese

beauty products, SETCHU represents sophisticated cultural

exploration beyond conventional luxury categories. The collection’s

emphasis on temporal ritual and personal memory resonates

with regional preferences for fragrances that tell stories

rather than simply smell appealing. As Middle Eastern fragrance

culture embraces global influences while maintaining traditional

oud appreciation, Japanese minimalism offers complementary

aesthetic territory.

The collaboration between Kuwata and Massé demonstrates

how successful East-West fragrance partnerships can create

authentically hybrid products that honor both cultural traditions

without compromising either. This approach offers valuable insights

for regional fragrance brands seeking to expand internationally

while maintaining cultural authenticity.

SETCHU’s temporal fragrance architecture ultimately suggests

new directions for luxury perfumery, where personal ritual,

cultural memory, and olfactory artistry converge to create scents

that function as both aesthetic objects and emotional artifacts.


79

ON FOOT

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NIKE’S

INTERNATIONAL

RUNNING PACK

HERITAGE MEETS INNOVATION

Nike’s International Running Pack exemplifies a sophisticated localization strategy,

transforming vintage running heritage through contemporary Japanese aesthetic

sensibilities. Launching August 30 at Union Tokyo’s flagship before global release

September 10, the collection demonstrates how heritage brands can authentically

engage regional markets while advancing technical innovation.


81

ON FOOT

Lead designer Katsunobu Asayama

articulated the collection’s philosophy:

“meet Japanese runners’ appreciation

for vintage styles by looking

into our archive and applying some of our

classic designs to modern Nike Running

silhouettes”. This approach reflects broader

industry trends where retro-inspired designs

dominate 2025 sneaker culture, with vintage

silhouettes experiencing unprecedented resurgence

across luxury and performance

categories.

Archive-Driven Innovation Strategy

The collection’s four models, Vaporfly 4, Alphafly

3, Pegasus 41, and Vomero 18, each

draw from specific Nike archives while incorporating

cutting-edge performance technology.

The Vaporfly 4 references Steve Prefontaine’s

Pre Montreal racing spike ahead

of the 1976 Olympics, while the Alphafly 3

takes inspiration from the Sting, Nike’s original

suede and nylon racing flat from 1978.

This archive methodology represents sophisticated

brand storytelling that connects

contemporary consumers with Nike’s running

heritage while delivering modern performance

benefits. The Pegasus 41 mirrors

elements of the iconic Waffle Runner, and

the Vomero 18 pays homage to the LD-1000,

creating a comprehensive narrative that

spans Nike’s most influential running innovations.

Technical execution features 1970s-era

coloring and graphics applied through innovative

direct printing processes, demonstrating

how heritage aesthetics can be

achieved through advanced manufacturing

techniques. This fusion of vintage inspiration

with contemporary technology addresses

Japanese consumers’ dual appreciation for

craftsmanship heritage and technical innovation.



83

ON FOOT

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Union Tokyo Partnership Strategy

The collection’s exclusive launch through Union Tokyo

reinforces Nike’s decade-spanning relationship with Japan’s

streetwear culture. Union’s history, originating in

1989 NYC before expanding to Los Angeles and establishing

Tokyo presence, positions the retailer as a cultural

bridge between American streetwear heritage and

Japanese aesthetic refinement.

Union’s collaborative approach with Nike extends beyond

retail distribution into cultural curation, with the Tokyo

location serving as a testing ground for products that

merge performance functionality with street culture credibility.

This partnership strategy reflects Nike’s broader

Japanese market approach, emphasizing authentic cultural

integration over surface-level localization.

The Union collaboration history, including legendary

Air Jordan partnerships and innovative retail experiences,

provides credibility for the International Running

Pack’s positioning as both performance product and

cultural artifact. This dual appeal addresses Japanese

consumers’ sophisticated understanding of both technical

athletics and fashion culture.

Regional Market Implications

Japan’s sneaker market increasingly favors what industry

observers call “quiet luxury”, products that demonstrate

technical sophistication through understated

design rather than obvious branding. The International

Running Pack’s vintage-inspired aesthetic aligns perfectly

with this preference, offering heritage credibility

through refined color palettes and subtle graphic details.

The collection arrives as Japanese running culture

experiences renewed growth, with consumers seeking

products that honor traditional craftsmanship while delivering

contemporary performance benefits. Nike’s strategy

acknowledges regional preferences for products that

blend functionality with cultural narrative, creating emotional

connections beyond mere athletic performance.

For luxury professionals observing collaborative strategies,

the International Running Pack demonstrates

successful cultural translation, transforming American

athletic heritage through Japanese aesthetic sensibility

while maintaining technical credibility essential for performance

markets. This approach offers templates for

brands seeking authentic regional engagement without

compromising global brand integrity or product innovation

standards.


85

CONVERSATION

A

CONVERSATION

WITH

BANAFSHEH

HEMMATI

BODY GEOMETRY, CULTURAL BRIDGES, AND THE

LIVING LANGUAGE OF ISLAMIC PATTERNS

With her debut solo exhibition in Dubai, Body Geometry, artist and designer

Banafsheh Hemmati is reimagining the role of Islamic geometry in today’s world.

Known for her striking blend of jewelry, sculpture, and installation, Hemmati treats

geometry not just as decoration, but as a living philosophy that connects the

intimate scale of the body with the vastness of space. By inverting traditional ideas,

moving from unity to multiplicity, and breaking the rigid order of inherited patterns,

she opens up fresh possibilities for how East and West might meet through design.

In this interview, Hemmati shares the inspirations behind her practice, the role of

philosophy in her creative process, and why she believes ornament must always

carry meaning.

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87

CONVERSATION


Q: Your exhibition “Body Geometry” takes the reverse path

from Islamic philosophy, moving from unity to multiplicity

rather than the traditional journey from multiplicity to unity.

What inspired this philosophical inversion?

My approach centers on creating forms that are intellectually sustainable,

not merely decorative transfers. Islamic geometry traditionally

moved from multiplicity toward unity, but today we live in a

postmodern condition where singular truth gives way to pluralism,

everyone carries their own truth shaped by multiple perspectives.

In Body Geometry, I intentionally reverse this trajectory. All 27

pieces derive from three foundational Islamic geometries representing

unity, which then unfold into diverse contemporary expressions.

One section visualizes this transformation, allowing

viewers to witness how single geometric logic expands into multiplicity.

This inversion reflects our contemporary philosophical

condition and reactivates the intellectual foundation of these patterns

as a philosophical structure, not an ornament.

Q: You describe your work as existing “at the intersection of

art, design, and philosophy.” How do these disciplines inform

each other in your practice?

Design has always been intertwined with the dominant paradigms

of its time. Just as Renaissance perspective emerged from

individual vision, or industrial design responded to post-WWII social

needs, I believe contemporary design cannot be separated

from philosophical inquiry.

My process begins with reading and writing, not drawing. I

maintain dedicated notebooks for each project, recording key

ideas and questions that function as my initial “sketches.” Writing

is my first design tool, each project begins as a philosophical

investigation before becoming a material object. Form becomes

meaningful and sustainable only when rooted in an intellectual

foundation, whether contemporary or Islamic philosophy.

Q: In disrupting traditional Islamic patterns, what surprising

revelations have you discovered about these ancient forms?

Disrupting rigid order isn’t merely aesthetic, it’s a method of discovering

untapped potential and bringing this visual language

into a contemporary context. In The Eternal Gateway, I broke from

linear symmetry to create a W-shaped structure offering multiple

visual experiences depending on perspective. Truth, like the artwork,

is plural and fluid, dependent on the observer’s gaze.

More practically, Islamic geometry’s modular logic provided

technical solutions for large-scale contemporary design. The

Eternal Gateway used approximately 3,000-4,000 prefabricated

recyclable steel panels, optimizing cost, production, and shipping

while supporting local manufacturing, proving that geometric

logic can engage with today’s sustainability challenges.

However, I critically reframe Adolf Loos’ “Ornament is a crime”

to: “Ornament, when detached from meaning, is a crime.” I don’t

reject ornamentation, I insist it must carry meaning. This forms my

theoretical foundation: restoring meaning to form creates a living,

contemporary language capable of building new dialogues between

East and West.

Q: How do jewelry and sculpture, the intimate and monumental

scales, inform each other in your practice?

Both disciplines share the fundamental presence of the body.

In installations, the body is placed within space; in jewelry, form

rests upon the body. I often think through geometry toward the

body, then toward space, the difference lies primarily in scale and

ergonomic considerations.

In Body Geometry, this relationship manifests directly: sometimes

sculpture gives birth to jewelry, sometimes jewelry becomes

the seed for sculptural form. These aren’t merely ornamental

accessories but “architectural jewelry”, structured entities

that engage the body’s surface as dynamic statements.

I’ve consciously challenged jewelry’s historical decorative

role. These pieces function as moving statements that shift the

viewer’s attention from the body to the object itself. The body becomes

not a passive display site but a dynamic surface where

form activates and meaning emerges. This redefines jewelry’s

classical function, making it an autonomous object with independent

meaning.

Q: How does the human body serve as both subject and canvas

in your jewelry pieces?

Contemporary design distinguishes between decoration and ornamentation,

terms often confused yet philosophically different.

Eastern ornamentation, particularly in Islamic architecture, has

historically carried meaning and embodied intellectual systems.

Western decoration often remains a superficial embellishment.

My jewelry pieces function as moving statements for the contemporary

woman, one who carries concerns beyond the everyday.

When placed on the female body, the body becomes an

expression site that shifts gaze from body to work. The jewelry

redefines its classical decorative function, emerging as an autonomous

object with independent meaning.

My hope is to demonstrate that jewelry, when conceived differently,

can carry meaning arising from within the contemporary

woman herself, rather than simply beautifying her body.

Q: How has the UAE’s position as a cultural crossroads influenced

your vision, and what makes Dubai the right context for

“Body Geometry”?

Dubai represents the perfect convergence point for this work, a

place where East meets West, tradition encounters innovation,

and diverse perspectives coexist. The UAE’s unique cultural positioning

mirrors my approach to Islamic geometry: taking historical

foundations and creating contemporary dialogues.

The region’s appreciation for both heritage and forward-thinking

design provides an ideal context for work that bridges cultures

while pushing boundaries. Dubai’s cosmopolitan audience

understands the nuanced conversation between tradition and

modernity that Body Geometry represents.


89

CONVERSATION

Q: With your academic background in Philosophy of Art and

Industrial Design, how does this shape your approach to creating

“contemporary multilayered space”?

My academic foundation ensures every creative decision stems

from rigorous intellectual inquiry. Philosophy provides the conceptual

framework, while industrial design offers a practical methodology

for translating ideas into sustainable forms.

This collection embodies form-based sustainability, pieces

conceived as timeless rather than trend-driven, representing lasting

intellectual objects rather than consumer products. All jewelry

is produced in numbered, limited editions, emphasizing their status

as collectible art pieces.

My work contributes to both artistic dialogue and academic discourse,

bridging theoretical investigation with material practice.

Q: How do you envision this “new language” of reimagined

Islamic geometry evolving in future works?

Body Geometry marked the beginning of a new trajectory exploring

body, space, and geometry relationships. For the first time, I

created intermediate-scale sculptures between wearable pieces

and large installations, opening new conceptual horizons.

Currently, I’m developing work where boundaries between

jewelry and sculpture dissolve further. The “moving statement”

concept continues in expanded forms, while I’m also creating

new site-specific projects rooted in Islamic geometric logic but

pushing toward critical engagement with contemporary spatial

experiences.

This represents an ongoing journey of redefining jewelry, reinterpreting

the body, and creating forms that speak to both eye

and intellect, ultimately establishing a living geometric language

for our time.

For the first time, I created and presented three small-scale

sculptures. Until now, I had primarily worked either on jewelry or

on large-scale installations in urban and architectural spaces.

Entering this intermediate scale, between wearable pieces and

immersive spatial works, was a new and challenging experience.

It allowed me to reflect more deeply on how different scales converse

with each other, from the intimate scale of the body to the

expansive scale of space.

At the same time, the installations in this exhibition continue

my long-standing approach to spatial, geometry-driven design.

These works integrate Islamic geometric logic with sustainable

and recycled materials, aiming not only to engage the eye but

also to invite contemplation, encouraging the viewer to confront

not just the form, but the thought behind the form.

Currently, I am working on a new phase of this project, one in

which the boundaries between jewelry and sculpture are further

dissolved. The concept of the “moving statement” continues in

new and expanded forms. In parallel, I’m also developing new

site-specific projects that remain rooted in the logic of Islamic geometry

yet push further toward critical engagement with contemporary

spatial and architectural experiences.

For me, this is an ongoing journey, a journey of redefining jewelry,

reinterpreting the body, and creating forms that speak not only

to the eye, but to the intellect.

90 October 2025

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91

GET THE BAG

HOW

MOYNAT’S BOLD

COLLABORATION

WITH KASING

LUNG SIGNALS

A NEW ERA IN

LUXURY BRAND

PARTNERSHIPS


COLLECTIBLE ART MEETS HIGH

END LUXURY

The Moynat x Kasing Lung collaboration marks a new chapter

in luxury’s evolution. Launching October 11, 2025, this limited-edition

series sees French maison Moynat reimagine its

iconic silhouettes with Kasing Lung’s cult Monster characters,

Labubu, Zimomo, and King Mon. Marrying meticulous heritage

craftsmanship with collectible pop culture flair, the capsule

targets discerning global and GCC collectors. Its strategic

significance lies in gently introducing ‘maximalism’, vivid visual

storytelling and art toy culture, within Moynat’s typically minimalist,

quietly luxurious world.


93

GET THE BAG


Founded in 1849, Moynat stands apart as luxury’s connoisseur’s secret, a

“stealth wealth” emblem emblematic of Parisian refinement. Having survived

dormancy and rebirth under LVMH stewardship, Moynat is now celebrated

for discreet craftsmanship, hand-stitched elegance, and severe product

scarcity. The Kasing Lung collaboration extends this heritage, but does so with

contemporary code-switching: exuberant, joyful Monster motifs are stitched onto

classic shapes, never overpowering the maison’s minimal DNA.

This is a sharp evolution in partnership logic. Rather than aim for mass celebrity

or headline noise, the collaboration is conceptually aligned with a growing $15 billion

global art toy market, one projected to double by 2032. Moynat offers an exceptionally

rare, artist-driven collectible anchored in traditional savoir-faire, speaking

powerfully to a new generation of collectors.


95

GET THE BAG

The Artist’s Touch: Kasing Lung’s Universal Appeal

Hong Kong artist Kasing Lung has generated a contemporary pop

phenomenon in the figure of Labubu, a surreally mischievous character

born from personal explorations of identity, innocence, and internal

‘nafs’ (self, psyche) states. His work, through licensing partner

Pop Mart, accounted for $670 million in global revenue in the first

half of 2025, outranking legacy icons like Barbie. Labubu’s touch has

created a wave: in celebrity circles, streetwear hype, and blue-chip

auctions.

For GCC and international design audiences, Lung’s draw is doubly

potent: his style fuses joyful maximalism with philosophical undertones,

and his appeal traverses cultures easily. This universality

is amplified by art toy fever, turning Lung’s pieces into both social

currency and an alternative asset class.

Product & Campaign: “Minimalism Redefined” in Execution

Three key formats headline the Moynat x Kasing Lung drop:

the Canvas M Totes (in multiple sizes), the slouchy Hobo,

travel Mini 48h, as well as the micro Mignon. Cardholders,

passport covers, and collectible leather charms

round out the offering, each built on the maison’s

labor-intensive handcraft.

The campaign, shot by Xiangyu Liu, blends

high art and fashion, casting icons like Michelle

Yeoh and Tony Leung alongside Paris Opera

Ballet étoile Guillaume Diop. The visual language

is balanced, polished, and gallery-worthy

but abounding in the color and whimsy of

Lung’s world. The playful maximalism doesn’t

overwhelm Moynat’s sophisticated forms,

creating a new design dialogue:

“maximalism for minimalists.”

Available exclusively

from Moynat boutiques starting

October 11, 2025, and

only for a limited window, the

collections are already set to

become secondary-market

sensations.

GCC Luxury Dynamics: Collector

Culture, Exclusivity, and

Cultural Dialogue

The Gulf’s luxury markets present

distinct opportunities for

this collaboration. With the UAE

welcoming 6,700 new HNWI residents

in 2024, more than any other

country, and the broader GCC luxury

goods market at $12.8 billion and rising, demand

for exclusive, story-rich products is soaring. Regional collectors

have fueled a tripling of the Middle Eastern art market since 2020,

abetted by $5.3 billion in cultural investment across the UAE.

Gulf luxury consumers, especially Gen Z and Millennial buyers,

crave items that blend tradition, rarity, and narrative power, and are

reshaping global luxury demand with their investment-driven, culturally

curious mindset. Moynat x Kasing Lung’s drop aligns perfectly

with this appetite: rare, artful, laden with dual narratives of Parisian

heritage and global pop art. The release comes as Pop Mart actively

targets Middle Eastern expansion, training energy on an audience

already obsessed with rarity, craftsmanship, and character-driven

design.

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Art Toy Market Insights: From Plaything to Asset Class

Globally, art toys are no longer niche. The segment is growing at

10-12% CAGR, with blue-chip artists and fashion brands regularly

fetching six-figure auction results for rare editions. The intersection of

luxury and designer toys is driving new forms of collecting and investment,

where “ownership” signals both cultural fluency and financial

sophistication.

In the Middle East, regulatory frameworks (including zero capital

gains on art sales) and expanding high-value storage/transaction

hubs (DIFC, ADGM) have enabled a surge in collectibles investment.

This makes the Moynat x Kasing Lung drop especially savvy: it fuses

art-as-asset potential with the cachet of luxury’s most secretive

brand.

Campaign Mechanics & Investment Potential

With a finite production run scheduled for October 2025–early 2026,

retail access is strictly controlled by geography and volume.

Market buzz and collectibility are further amplified by

the brand’s rarefied pricing, with Labubu keychains

already trading at multiples of $30 in

global markets, and Moynat’s reputation for

strong auction and resale value.

GCC buyers are, crucially, given frontrow

access thanks to the region’s growing

retail footprint and cross-market

ties to Paris and Hong Kong. Secondary

market movement is expected to

be strong, with international collectors

and regional buyers competing

for the most limited pieces.

The Forward Playbook:

What This Means for Luxury

Brands

Cultural Hybridization:

Moynat demonstrates the

viability of embracing bold,

pop-culture artists without sacrificing

house codes. Success

depends on protecting

craftsmanship standards

and curating authentic,

global narratives.

Collectible Integration:

Blending art toys with

traditional luxury goods

opens up new revenue

horizons and strengthens

youth appeal, a lesson for

heritage brands keen to remain

relevant.

Market Responsiveness:

With the GCC now a pacesetter in global luxury dynamics, strategy

must reflect the region’s dual appetite for tradition and innovation.

Scarcity as Differentiator: Limited-time collections drive urgency

and underpin investment logic for luxury buyers, making every drop

an event.

The Moynat x Kasing Lung capsule is more than a flash collaboration.

It is an industry signal: post-pandemic luxury belongs to brands

that can balance restraint with exuberance, tradition with innovation,

and regional depth with global storytelling. For the GCC, this marks a

new standard for what luxury and collectible culture can mean, minimalism

that makes room for playful maximalism, and exclusivity that

builds bridges across worlds.


97

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Magzoid Magazine - Luxury Magazine in the Creative Space | October 2025 |

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