<?xml version="1.0" encoding="UTF-8"?><rss xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:atom="http://www.w3.org/2005/Atom" version="2.0" xmlns:itunes="http://www.itunes.com/dtds/podcast-1.0.dtd" xmlns:googleplay="http://www.google.com/schemas/play-podcasts/1.0"><channel><title><![CDATA[Curated]]></title><description><![CDATA[A perspective on how design, technology, and culture shape what’s next.]]></description><link>https://www.readcurated.com</link><image><url>https://substackcdn.com/image/fetch/$s_!qaz4!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F57cbbf90-6cee-4452-a687-bc1971ef05bf_512x512.png</url><title>Curated</title><link>https://www.readcurated.com</link></image><generator>Substack</generator><lastBuildDate>Thu, 21 May 2026 17:21:41 GMT</lastBuildDate><atom:link href="https://www.readcurated.com/feed" rel="self" type="application/rss+xml"/><copyright><![CDATA[Ronny Ebnoether]]></copyright><language><![CDATA[en]]></language><webMaster><![CDATA[curated@substack.com]]></webMaster><itunes:owner><itunes:email><![CDATA[curated@substack.com]]></itunes:email><itunes:name><![CDATA[Ronny]]></itunes:name></itunes:owner><itunes:author><![CDATA[Ronny]]></itunes:author><googleplay:owner><![CDATA[curated@substack.com]]></googleplay:owner><googleplay:email><![CDATA[curated@substack.com]]></googleplay:email><googleplay:author><![CDATA[Ronny]]></googleplay:author><itunes:block><![CDATA[Yes]]></itunes:block><item><title><![CDATA[Why niche brands feel more relevant right now]]></title><description><![CDATA[On eyewear, visual language, and building coherent brand systems]]></description><link>https://www.readcurated.com/p/why-niche-brands-feel-more-relevant</link><guid isPermaLink="false">https://www.readcurated.com/p/why-niche-brands-feel-more-relevant</guid><dc:creator><![CDATA[Ronny]]></dc:creator><pubDate>Wed, 29 Apr 2026 16:00:11 GMT</pubDate><enclosure url="https://substack-post-media.s3.amazonaws.com/public/images/cf5f32a2-265c-4c50-a89a-19940598f89d_3200x1800.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!dJ1d!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!dJ1d!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 424w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 848w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!dJ1d!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg" width="1456" height="1161" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/b6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1161,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1346266,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!dJ1d!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 424w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 848w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!dJ1d!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb6f3e476-bc00-45a5-abde-aed1b4f1dde7_2000x1595.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Yves Saint Laurent in Marrakech, 1966</figcaption></figure></div><p>Eyewear has always been an interesting category to me. It sits somewhere between product and identity, functional by default but highly expressive when done right.</p><p>Brands like Chimi or Jacques Marie Mage have shown how far you can push this. What started as niche has now moved into broader awareness. At the same time, legacy names like Oliver Peoples or Ray-Ban remain culturally relevant, but operate on a completely different scale.</p><p>What&#8217;s changing is not the product itself, but how brands build context around it. Eyewear may have started as something purely functional, but today it operates as a signal, shaped as much by culture as by design.</p><p>I wear glasses daily, so there is no way around it. Over time, that turned into an interest in both optical frames and sunglasses. It&#8217;s one of the few product categories where subtle changes in form shift perception, which makes it a useful lens to observe how brands can operate today.</p><h2>A shift from product to universe</h2><p>What defines the current wave of niche brands is not just design quality, but how tightly everything is curated around it. <a href="https://vincentboulevard.com/">Vincent Boulevard</a>, a Los Angeles based eyewear brand, is a good example of this shift.</p><p>At first glance, the product is minimal. Clean frames, a restrained color palette, precise proportions. Nothing feels forced. But the product is not the main story.</p><p>The brand operates more like a curated world than a traditional eyewear company.</p><h2>A controlled visual language</h2><p>Looking at their Instagram and campaigns, there is a clear reference system.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!oojh!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!oojh!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 424w, https://substackcdn.com/image/fetch/$s_!oojh!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 848w, https://substackcdn.com/image/fetch/$s_!oojh!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 1272w, https://substackcdn.com/image/fetch/$s_!oojh!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!oojh!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png" width="1456" height="1126" 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srcset="https://substackcdn.com/image/fetch/$s_!oojh!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 424w, https://substackcdn.com/image/fetch/$s_!oojh!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 848w, https://substackcdn.com/image/fetch/$s_!oojh!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 1272w, https://substackcdn.com/image/fetch/$s_!oojh!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff3accf8f-2018-4e57-ac13-44be4da17754_3366x2604.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Vincent Boulevard Instagram</figcaption></figure></div><p>The imagery draws from 80s and 90s photography, vintage interiors and architecture, and a mix of fashion, art and objects. It does not feel like moodboarding. It feels edited.</p><p>This is storytelling, not in a literal sense, but in how each image builds on the next. Nothing feels decorative. Everything sets the tone. Over time, it becomes a world that holds together.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!X5hC!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!X5hC!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 424w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 848w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!X5hC!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png" width="1456" height="600" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:600,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:13622527,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!X5hC!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 424w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 848w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!X5hC!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0ee03383-a0ba-4f68-967d-278435074d01_5240x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">The Film Edit campaign</figcaption></figure></div><p>There is a clear restraint in how this is done. Slightly desaturated colors, soft lighting, and composed imagery. Even when mixing different elements like furniture, ceramics, fashion, and people, it still reads as one language.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!CbBq!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!CbBq!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 424w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 848w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!CbBq!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png" width="1456" height="545" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/f89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:545,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:7115722,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!CbBq!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 424w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 848w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!CbBq!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff89318ea-25b0-4592-aee1-8e8a6099fa01_5772x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Objects, art, and interiors as part of the visual language</figcaption></figure></div><p>Many brands stop at references. The difference here is how they are translated into something that holds.</p><h2>E-commerce as an extension, not a layer</h2><p>The same logic carries into the e-commerce experience. Product pages are simple and focused.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!xK_L!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!xK_L!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 424w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 848w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 1272w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!xK_L!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png" width="1456" height="737" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/fafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:737,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1631880,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!xK_L!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 424w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 848w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 1272w, https://substackcdn.com/image/fetch/$s_!xK_L!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffafc1c78-5ac9-4138-ae78-cbd2bdb14b35_4460x2258.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">E-commerce experience</figcaption></figure></div><p>Products are isolated, placed on neutral backgrounds, and presented without distraction. Typography follows the same approach, simple, precise, and never competing with the product. There is no forced storytelling, no heavy overlays, and no unnecessary interaction, just clarity.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!bWAy!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!bWAy!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 424w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 848w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 1272w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!bWAy!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png" width="1456" height="853" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/e885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:853,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1658618,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!bWAy!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 424w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 848w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 1272w, https://substackcdn.com/image/fetch/$s_!bWAy!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe885f2bc-a1ce-4304-85d1-22496bd63188_4452x2608.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Product presentation in its most reduced form</figcaption></figure></div><p>The store does not try to convince you. It reflects the same control you see in the visuals.</p><h2>Casting and cultural positioning</h2><p>Another important layer is how the brand builds perception through people.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!T9pP!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!T9pP!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 424w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 848w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!T9pP!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png" width="1456" height="600" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/c13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:600,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:15346009,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!T9pP!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 424w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 848w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!T9pP!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc13f8072-a8a8-4747-bbd0-49206f386209_5240x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">The Business and Pleasure Edit, featuring Maggie Rawlins</figcaption></figure></div><p>Instead of relying only on recognizable faces, they mix niche creators, lesser known profiles, and occasionally more established names like Maggie Rawlins. This creates a balance, credibility without feeling commercial, and familiarity without becoming mainstream. It feels curated, not optimized.</p><h2>What this reveals</h2><p>This is less about eyewear and more about how brands operate today. Three things stand out.</p><p>Clarity over scale. Niche brands do not try to be everywhere. They define a tight world and stay consistent within it.</p><p>Systems over campaigns. Campaigns like Calvin Klein in the 90s or L.A. Eyeworks with Warhol showed how strong visual direction can shape perception. What has changed is where that level of control lives. It is no longer limited to campaigns, but extends across every touchpoint. Brands like Vincent Boulevard operate with that same continuity from the start.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!9eqm!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!9eqm!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 424w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 848w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 1272w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!9eqm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png" width="1456" height="1057" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1057,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:8315903,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!9eqm!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 424w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 848w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 1272w, https://substackcdn.com/image/fetch/$s_!9eqm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F02c3a99e-1842-4a84-b12e-3f5608350ba3_3840x2788.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Calvin Klein eyewear campaigns, 1990s</figcaption></figure></div><p>Taste as differentiation. Not louder branding, but better selection, stronger editing, and more restraint.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!UjkR!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!UjkR!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 424w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 848w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 1272w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!UjkR!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png" width="1456" height="1057" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/f6de1039-4b26-4248-8636-c360e707327c_3840x2788.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1057,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:2248045,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/195849173?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!UjkR!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 424w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 848w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 1272w, https://substackcdn.com/image/fetch/$s_!UjkR!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff6de1039-4b26-4248-8636-c360e707327c_3840x2788.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">L.A. Eyeworks campaign, Andy Warhol photographed by Greg Gorman</figcaption></figure></div><h2>Why this matters now</h2><p>In a landscape where everything is accessible, value shifts. It is no longer about who can produce more or distribute faster, but who can define a clear point of view and maintain it across every touchpoint.</p><p>This is what gives niche brands their relevance. They are not competing on scale, but on clarity. Instead of trying to reach everyone, they build something specific enough that the right audience recognizes itself in it. As culture becomes more fragmented, people look for signals that reflect their own interests, not the mass.</p><p>That is what makes brands like Vincent Boulevard feel more present today. Not because they are louder, but because they are more precise. This level of control is not limited to smaller brands. Labels like The Row or Jacques Marie Mage show how it can scale.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://www.readcurated.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://www.readcurated.com/subscribe?"><span>Subscribe now</span></a></p><div><hr></div><h2>An Ongoing Dialogue</h2><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly<em> </em>via<em> <a href="https://www.instagram.com/ronnyebnoether/">Instagram</a> </em>or<em> <a href="https://www.linkedin.com/in/ronnyebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, feel free to forward it to someone who cares about design, technology, and culture as much as you do.</p>]]></content:encoded></item><item><title><![CDATA[Good Design in the Digital Age]]></title><description><![CDATA[On taste, craft, and care in digital spaces]]></description><link>https://www.readcurated.com/p/good-design-in-the-digital-age</link><guid isPermaLink="false">https://www.readcurated.com/p/good-design-in-the-digital-age</guid><dc:creator><![CDATA[Ronny]]></dc:creator><pubDate>Tue, 17 Mar 2026 11:42:18 GMT</pubDate><enclosure url="https://substack-post-media.s3.amazonaws.com/public/images/da9f18d8-0b55-4555-894e-39965cbb3443_3200x1800.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<p>For a long time, I was drawn to architecture. Not just buildings as objects, but the act of designing spaces where people move through daily life. Spaces that quietly shape behavior. Architecture, at its core, is structured experience.</p><p>When you enter a well-designed building, something registers immediately. The proportions make sense. The materials relate. The space feels resolved. You do not need theory to understand it. It either feels intentional or it feels unconsidered.</p><p>Digital environments operate the same way.</p><p>When a website loads, the reaction happens instantly. Is this clear. Can I find what I need. Does this feel trustworthy.</p><p>Most users will never speak about typography or grid systems, but they feel when something is confusing. They notice hesitation. They notice friction. And they leave when the experience does not feel solid.</p><p>Designing digital products is, in many ways, not that different from designing architecture. Both shape environments people move through. Both influence behavior without explaining themselves. And both reveal immediately whether care went into their creation.</p><p>In my own work, designing digital products often begins with the opposite approach. Not with what can be added, but with what should be removed.</p><p>The goal is clarity.</p><p>Interfaces should guide quietly rather than demand attention. Motion should support structure rather than compete with it. Visual elements should feel intentional, not decorative.</p><p>This idea is not new. Designers like Dieter Rams built their work around the same principle decades ago. His philosophy of &#8220;less, but better&#8221; was never about removing things for the sake of minimalism. It was about clarity. About designing objects that feel calm, useful and considered.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!DKJx!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!DKJx!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 424w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 848w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 1272w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!DKJx!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp" width="720" height="405.13119533527697" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/d163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:386,&quot;width&quot;:686,&quot;resizeWidth&quot;:720,&quot;bytes&quot;:168810,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/webp&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189636830?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!DKJx!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 424w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 848w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 1272w, https://substackcdn.com/image/fetch/$s_!DKJx!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd163e7e6-ffdd-4567-ab44-e309f9acf6b9_686x386.webp 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Dieter Rams on unnecessary complexity in design</figcaption></figure></div><p>Curation becomes essential in this process.</p><p>Good digital products are rarely the result of adding more elements. They come from selecting the right ones and bringing references, influences and ideas into a coherent whole. The ability to curate well has become just as important as the ability to build.</p><p>This is where taste becomes visible.</p><p>As digital tools become more powerful, generating interfaces is no longer the real challenge. Layouts, animations and components can be produced instantly. What cannot be automated as easily is judgment. Knowing what to remove. Knowing what belongs. Knowing when something feels finished.</p><p>I approach digital products as spaces people move through. The goal is to shape environments that feel thoughtful and intentional.</p><p>A navigation interface from the Maison Margiela website reflects the direction digital interfaces should move toward. Motion supports the structure rather than distracting from it, and the experience begins to feel almost spatial, as if you are moving through layers rather than navigating a traditional menu.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!wgPh!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!wgPh!,w_424,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 424w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_848,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 848w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_1272,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 1272w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_1456,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!wgPh!,w_1456,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif" width="334" height="446.3075" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1069,&quot;width&quot;:800,&quot;resizeWidth&quot;:334,&quot;bytes&quot;:15333420,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/gif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189636830?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!wgPh!,w_424,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 424w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_848,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 848w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_1272,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 1272w, https://substackcdn.com/image/fetch/$s_!wgPh!,w_1456,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c807cd9-23d5-4a82-a10e-1c904835d683_800x1069.gif 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Maison Margiela navigation</figcaption></figure></div><p>Another example is Apple&#8217;s recent product pages, where elements move softly within the layout and interfaces feel increasingly fluid. Information unfolds in layers rather than appearing all at once. The interaction creates a sense of depth, closer to moving through an environment than simply reading a page.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!9uU2!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!9uU2!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 424w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 848w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 1272w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!9uU2!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif" width="800" height="401" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/b87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:401,&quot;width&quot;:800,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1976236,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/gif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189636830?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!9uU2!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 424w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 848w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 1272w, https://substackcdn.com/image/fetch/$s_!9uU2!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fb87bc262-0649-47fd-9c1f-f1a3b5ccb590_800x401.gif 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Apple iPhone Air product page with layered accordion interaction</figcaption></figure></div><p>These kinds of interfaces reflect a broader shift already underway. Digital products are increasingly designed as environments rather than static pages, where interaction feels closer to moving through a space than navigating a screen.</p><p>E-commerce is evolving in the same direction. Stores are no longer just grids of products. Technologies like augmented reality allow objects to be explored in context, turning browsing into something closer to discovery.</p><p>With this shift, digital environments increasingly reflect the quality of the brand itself. The experience of a website or online store inevitably shapes how people perceive the products behind it. A refined interface signals the same level of care and intention customers expect from the objects being sold.</p><p>In that sense, digital products are no longer separate from the brand. They are part of the same universe. Just as a physical flagship store expresses a brand&#8217;s identity, digital spaces should communicate the same level of thought, craft, and attention to detail.</p><p>In the best digital experiences, technology almost disappears. The interface no longer demands attention. It quietly anticipates what the user needs. Navigation feels obvious. Interactions feel immediate.</p><p>What matters is not more features or surface variation, but clear decisions, defined structure and intentional restraint.</p><p>Just as a building reveals whether it was shaped with intention or built for speed, a digital product reveals whether it was constructed with thought or put together for convenience.</p><p>As interfaces evolve toward more contextual, voice-driven and agent-based interactions, the role of traditional UI begins to change. Visual layers become lighter. Interaction becomes more direct.</p><p>What ultimately defines experience is the quality of decisions behind it.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://www.readcurated.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://www.readcurated.com/subscribe?"><span>Subscribe now</span></a></p><div><hr></div><h3><strong>An Ongoing Dialogue</strong></h3><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly<em> </em>via<em> <a href="https://www.instagram.com/ronnyebnoether/">Instagram</a> </em>or<em> <a href="https://www.linkedin.com/in/ronnyebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, feel free to forward it to someone who cares about design, technology, and culture as much as you do.</p><p></p>]]></content:encoded></item><item><title><![CDATA[The Return of Experience]]></title><description><![CDATA[How brands and technology are rediscovering the real world]]></description><link>https://www.readcurated.com/p/the-return-of-experience</link><guid isPermaLink="false">https://www.readcurated.com/p/the-return-of-experience</guid><dc:creator><![CDATA[Ronny]]></dc:creator><pubDate>Thu, 05 Mar 2026 13:16:45 GMT</pubDate><enclosure url="https://substackcdn.com/image/fetch/$s_!H_uZ!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!H_uZ!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!H_uZ!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 424w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 848w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!H_uZ!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg" width="1456" height="971" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/fdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:971,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:35245,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189857863?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!H_uZ!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 424w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 848w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!H_uZ!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ffdbfa56c-b68a-4064-a4ec-05ac1553945a_1600x1067.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Aftershock by James Turrell at Copenhagen Contemporary. Photo by David Stjernholm.</figcaption></figure></div><p>In a world of constant connection, presence has become rare. </p><p>We are living in a moment of accelerated creation. AI can generate images, text, interfaces and entire products in seconds. Social platforms are filled with generated content, new tools appear weekly, and output is no longer limited by time or effort.</p><p>But abundance creates a new problem.</p><p>When everything can be produced instantly, attention becomes harder to earn. When content becomes infinite, experience begins to matter again.</p><p>People are no longer only consuming information. They are looking for environments that feel intentional, places where presence replaces noise. As digital space expands, physical experience gains weight.</p><p>What has become rare online is shared presence. Moments where attention is collective rather than scattered. Spaces where people gather and experience something at the same time.</p><p>Fashion understood this early. Shows are no longer just presentations of clothing. They have become spatial narratives where architecture, scenography and atmosphere form part of the story. A clear example was the Louis Vuitton Fall Winter 2026 menswear show during Paris Fashion Week, led by creative director Pharrell Williams.</p><p>At the center of the show stood the DROPHAUS, a prefabricated house developed in collaboration with the Japanese architecture studio <a href="https://notahotel.com/en">Not A Hotel</a>. The structure was not a backdrop. It was the conceptual core of the show. Architecture became message. Space became storytelling.</p><div class="image-gallery-embed" data-attrs="{&quot;gallery&quot;:{&quot;images&quot;:[{&quot;type&quot;:&quot;image/jpeg&quot;,&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/f58c0607-01f4-44cf-bb4a-a15fdb87c832_1576x2364.jpeg&quot;},{&quot;type&quot;:&quot;image/jpeg&quot;,&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/3f313123-da2a-4cbd-8ad8-5bb5efd15933_2364x1576.jpeg&quot;},{&quot;type&quot;:&quot;image/jpeg&quot;,&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/c4973c35-ac42-4c0c-b781-bbc8c995f892_2364x2364.jpeg&quot;}],&quot;caption&quot;:&quot;The Drophaus at Louis Vuitton FW 2026 show. Images by Louis Vuitton.&quot;,&quot;alt&quot;:&quot;&quot;,&quot;staticGalleryImage&quot;:{&quot;type&quot;:&quot;image/png&quot;,&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/d5205900-fcdc-4d11-93a8-2bccf4fbced6_1456x474.png&quot;}},&quot;isEditorNode&quot;:true}"></div><p>This signals a broader shift. Brands are no longer defined only by what we see. They are defined by what we experience across environments, across mediums and across senses.</p><p>Technology companies are beginning to move in the same direction. When Mark Zuckerberg appeared at the Prada show during Milan Fashion Week, the moment was interpreted by many as unexpected. But it also reflected something deeper. Meta has already announced partnerships with Prada to develop luxury versions of its AI-enabled glasses, positioning wearable technology not only as hardware, but as a cultural object.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!IdA3!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!IdA3!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 424w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 848w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 1272w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!IdA3!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif" width="1456" height="954" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:954,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:201545,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/avif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189857863?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!IdA3!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 424w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 848w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 1272w, https://substackcdn.com/image/fetch/$s_!IdA3!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F31a69a06-d4f1-4cc0-8cd1-490102a6a926_2160x1416.avif 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Mark Zuckerberg at the Prada runway in Milan. Photo by The New York Times.</figcaption></figure></div><p>The shift is also visible in how technology companies build their brands. <a href="https://nothing.tech/">Nothing</a> recently appointed Charlie Smith, formerly CMO of Loewe, as its first Chief Brand Officer. A technology company recruiting leadership from a luxury fashion house signals something fundamental. Product, brand and cultural expression are no longer separate layers. They operate as one integrated experience.</p><p>Even AI companies are beginning to extend their products beyond the screen. Last October, Anthropic hosted a weeklong Claude pop-up inside former Vanity Fair editor Graydon Carter&#8217;s Air Mail Newsstand in New York. A product that normally exists only as software was suddenly presented through a physical environment, turning it into a place where people could gather, interact and experience it beyond the interface. This reflects a growing strategy among technology companies to use physical spaces to reach customers.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!pkFK!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!pkFK!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 424w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 848w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 1272w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!pkFK!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif" width="1456" height="639" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:639,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:404009,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/avif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/189857863?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!pkFK!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 424w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 848w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 1272w, https://substackcdn.com/image/fetch/$s_!pkFK!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F0e6fa4e8-459b-43d0-97e4-dcdd30ed3749_4146x1820.avif 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Anthropic&#8217;s Claude pop-up at the Air Mail Newsstand in New York. Photo by Anthropic.</figcaption></figure></div><p>Across industries, the same pattern is emerging. The product is no longer only the object or the software itself. It is the environment surrounding it.</p><p>Experience becomes the differentiator.</p><p>As digital products multiply, what begins to matter more is not only functionality but experience, identity and context. The brands that shape culture understand that the most memorable products are not only used, they are experienced.</p><p>And if experience becomes the differentiator, the real question is how digital environments should be designed in the first place.</p><p>More on that soon.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://www.readcurated.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://www.readcurated.com/subscribe?"><span>Subscribe now</span></a></p><div><hr></div><h3><strong>An Ongoing Dialogue</strong></h3><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly via <em><a href="https://www.instagram.com/ronnyebnoether/">Instagram</a></em> or <em><a href="https://www.linkedin.com/in/ronnyebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, feel free to forward it to someone who cares about design, technology, and culture as much as you do.</p>]]></content:encoded></item><item><title><![CDATA[In Conversation with Alfredo Häberli]]></title><description><![CDATA[Rethinking Form, Culture, and Contemporary Design]]></description><link>https://www.readcurated.com/p/in-conversation-with-alfredo-haeberli</link><guid isPermaLink="false">https://www.readcurated.com/p/in-conversation-with-alfredo-haeberli</guid><pubDate>Tue, 13 Jan 2026 10:55:17 GMT</pubDate><enclosure url="https://substackcdn.com/image/fetch/$s_!XcTp!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg" length="0" type="image/jpeg"/><content:encoded><![CDATA[<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!XcTp!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!XcTp!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 424w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 848w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!XcTp!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg" width="1456" height="1338" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/f4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:1338,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:2915216,&quot;alt&quot;:&quot;&quot;,&quot;title&quot;:null,&quot;type&quot;:&quot;image/jpeg&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/182256249?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fff3f2dc1-42bd-4a3f-a936-c7d55fce5104_3543x5313.jpeg&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" title="" srcset="https://substackcdn.com/image/fetch/$s_!XcTp!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 424w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 848w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 1272w, https://substackcdn.com/image/fetch/$s_!XcTp!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Ff4ba8348-2d32-4d3b-b8ae-948ce9d25acc_3543x3255.jpeg 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Alfredo H&#228;berli, photographed by Joan Minder.</figcaption></figure></div><p>Alfredo H&#228;berli is one of Switzerland&#8217;s most influential designers. A voice whose work moves effortlessly between tradition and forward-thinking innovation. Born in Buenos Aires and raised in Zurich, he has spent decades shaping contemporary design through a blend of emotional clarity, precision, and a deep curiosity for everyday life.</p><p>His portfolio spans collaborations with leading global brands: reimagining forms for Porsche, creating timeless furniture with Vitra, and developing iconic glassware and objects for the Finnish design house Iittala. Across disciplines and scales, H&#228;berli&#8217;s work carries a distinct sensitivity, an ability to distill memories, materials, and cultural contrasts into designs that feel both familiar and entirely new.</p><p>This conversation explores the inner landscape behind his practice: his way of seeing, interpreting, and reshaping the world, and what continues to drive his creative evolution after more than three decades in the field.</p><div><hr></div><p><strong>In what ways does your childhood in Buenos Aires still influence your work and your perspective on design today?</strong></p><p>I still draw on the images, smells, and colors of my childhood. I had a very beautiful time in Argentina. It remains a source, sometimes as direct inspiration, often simply as a feeling that has stayed with me to this day.</p><p><strong>How did moving to Switzerland reshape your perception of culture and aesthetics?</strong></p><p>The contrast was enormous. Buenos Aires is very European in spirit, yet Switzerland, its small scale, its precision, its care, was something completely different. Studying here shaped me deeply: the design, architecture, and art history; the workshops; the materials; the infrastructure. As a non-Swiss, all of this felt like a luxury, and I made full use of it.</p><p><strong>Were there particular figures who have especially influenced you?</strong></p><p>Yes. Missing Argentina led me to Milan, where I truly discovered the profession of the designer. Before that, architecture was my path. In Milan I encountered Achille Castiglioni and Enzo Mari. They became my favorite designers and my inner guardrails, especially in those uncertain early years. When all you have is a feeling and a vision, such figures help you stay on course.</p><div class="pullquote"><p>&#8220;I never had a Plan B. There was only this direction.&#8221;</p></div><p><strong>Was it clear to you from the beginning that you would stay in design, or was there some uncertainty?</strong></p><p>Not at the beginning. But once I saw the profession of the designer and the faces behind it, it became clear: that&#8217;s where I want to go. I wanted to be in Milan, at the furniture fair, in those showrooms. I never had a Plan B. There was only this direction, and every step I took eventually led there.</p><p><strong>How would you describe the core of your work or identity today?</strong></p><p>It&#8217;s a mix of Swiss precision and poetry. I always look for an added value, a small invention, a discovery, in whatever field I&#8217;m working in. On one side there is the linear, investigative part; on the other, the emotional, unnameable quality. I don&#8217;t have a formal signature or a recipe. I think in approaches, and I always work together with industry. Developing an idea within their limitations and possibilities is at the core of my practice.</p><p><strong>You often mention being inspired by everyday life. What exactly do you look for in the everyday?</strong></p><p>When I have a topic in mind, I see possible solutions everywhere. The objects around me stay the same, but the questions change, and with them their meaning. I need to see in order to think, and intuition guides me. At the beginning I deliberately block out what supposedly isn&#8217;t possible. I allow everything before narrowing down, that&#8217;s a central part of creativity for me.</p><p><strong>You describe your studio as a space that feeds your soul. Are there objects or materials you continually return to?</strong></p><p>I am especially fascinated by old materials: wood, glass, wire. They feel closer to me than something purely synthetic. 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srcset="https://substackcdn.com/image/fetch/$s_!Kka4!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1c0cdbe7-53ca-4ded-bccf-6cf4442119fd_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!Kka4!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1c0cdbe7-53ca-4ded-bccf-6cf4442119fd_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!Kka4!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1c0cdbe7-53ca-4ded-bccf-6cf4442119fd_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!Kka4!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1c0cdbe7-53ca-4ded-bccf-6cf4442119fd_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Tables for Nikari (left) and chair for the Alias Time Collection (right).</figcaption></figure></div><p><strong>How would you describe your creative process, and how do you navigate moments when uncertainty, risk, or blocks become part of it?</strong></p><p>At the beginning, I open myself to everything, images, sketches, sentences, books, objects, without judging. This first phase is fragile, but beautiful. Only afterwards do I try to understand why exactly these images appear, look for connections, and condense them into a theme. That&#8217;s how the process begins, step by step, never entirely linear.</p><div class="pullquote"><p>&#8220;My studio is my laboratory.&#8221;</p></div><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!hkax!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!hkax!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 424w, https://substackcdn.com/image/fetch/$s_!hkax!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 848w, https://substackcdn.com/image/fetch/$s_!hkax!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 1272w, https://substackcdn.com/image/fetch/$s_!hkax!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!hkax!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png" width="1456" height="678" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:678,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:16023564,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/182256249?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!hkax!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 424w, https://substackcdn.com/image/fetch/$s_!hkax!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 848w, https://substackcdn.com/image/fetch/$s_!hkax!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 1272w, https://substackcdn.com/image/fetch/$s_!hkax!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F66fed0df-5964-448c-94c5-ea5c31a8a729_5895x2745.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Alfredo H&#228;berli in his studio, photographed by Joan Minder; studio view on the right, photographed by Andrea Klainguti.</figcaption></figure></div><p><strong>Which routines or systems support you in consistently producing good work?</strong></p><p>If I&#8217;m not traveling, I go to the studio every day. The studio is my laboratory. This regularity is essential. And when things aren&#8217;t flowing, the &#8220;Wunderkammer&#8221; helps, a corner of the studio filled with books, materials, and collected objects. It always brings a smile and eases the pressure.</p><p><strong>How do you structure your projects, and how do you navigate their scope over time?</strong></p><p>We grow temporarily depending on the project, but at our core we are two to four people. Projects take longer today, often several years. What matters is not losing focus: returning to the original idea, to &#8220;What is this really about?&#8221;, because both the project and oneself change over time.</p><div class="pullquote"><p>&#8220;In the age of AI, we designers become more important.&#8221;</p></div><p><strong>With AI evolving so quickly, what role does it play in your work?</strong></p><p>AI cannot replace the time certain things need. A project like the golf clubs for Golfyr took ten years, because of invention, patents, testing, and industrialization. AI can speed up certain steps, perhaps the form, but not the actual journey: the search with engineers, the testing, the making.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!jtjs!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!jtjs!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!jtjs!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:4243919,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/182256249?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!jtjs!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!jtjs!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F07aa62d5-5d0f-4ea0-b9c9-418ae54d760e_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">The Maker for Golfyr.</figcaption></figure></div><p>For me, AI covers about 80 percent of taste and makes many things interchangeable. That is precisely why we designers become more important. The remaining 20 percent make the real difference.</p><p>AI pushes everything to move faster, to shorten processes, but quality takes time. And in the end, the essential question remains: What is my taste, my point of view, and do I hand that over?</p><p><strong>How has your understanding of design changed since you started?</strong></p><p>Today I have more knowledge and can carry more complex projects. My attitude has remained the same: not following trends, achieving a lot with minimal means, and creating things that last. What has changed is the scale, from simple objects to complex systems like shelving, cars, or golf clubs.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!nx_J!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!nx_J!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!nx_J!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 848w, 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srcset="https://substackcdn.com/image/fetch/$s_!nx_J!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!nx_J!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!nx_J!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!nx_J!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F465ea1ef-5f0a-4887-a239-ef4bf00f4a6a_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Porsche 356SC, intervention and artwork by Alfredo H&#228;berli, photographed by Andrea Klainguti.</figcaption></figure></div><p><strong>How do you make decisions when you need to balance intuition and analysis?</strong></p><p>Both belong together. I know history, architecture, fashion, design well; this knowledge flows in naturally. In new fields I analyze first, but the first impulse is often intuitive. I rediscovered this through my children: they react immediately, without justification. I give that feeling space before I start reasoning.</p><p><strong>How do you define taste, and how has it evolved for you over time?</strong></p><p>Taste is a sum of personality, history, and experience, not a talent you simply have or don&#8217;t. It varies culturally and constantly changes. Sometimes you need the ugly to see beauty, or kitsch to recognize refinement. Working with many countries, I see there is no single taste, only many valid perspectives, and somewhere in between lies my own.</p><div class="pullquote"><p>&#8220;Made by people, for people.&#8221;</p></div><p><strong>What inspires you most in your work right now, and what continues to motivate you on a personal level?</strong></p><p>People remain my greatest motivation. Made by people, for people, that is still the most important thing. In recent years I&#8217;ve had a motto: I only work with people I like. It&#8217;s not meant arrogantly, it&#8217;s honest. I spend time with my clients: we eat together, develop products, see each other also digitally. I want to experience understanding for my part of the work, and I want to offer that in return, with respect. That interests me deeply and is my greatest motivation.</p><p><strong>What do you want to deepen or question in your work over the next years?</strong></p><p>My studio and archive occupy me greatly. Thirty-five years of work are there, and I want to create a catalogue raisonn&#233; while my mind is still fresh. I&#8217;m sixty now, and this moment in life naturally invites reflection. I still have dreams: a children&#8217;s book, and a sailboat. I&#8217;ve always been fascinated by things moved simply by wind or muscle.</p><p>I want to do less, but better, together with industry. The challenge is convincing companies to take the time to think. More and more come to us because they don&#8217;t know how to move forward, and we help them develop realistic utopias: studies, research, ideas that can actually become real. That work is demanding, but deeply meaningful.</p><p><strong>What guidance would you offer to someone at the beginning of their creative career?</strong></p><p>Do what you truly love, and stay close to what pulls you. It takes courage to look less outward and more inward. Intuition is key: feel first, then think. And keep the inner child alive as long as possible.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!oV36!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!oV36!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!oV36!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!oV36!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!oV36!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!oV36!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:9694957,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/182256249?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!oV36!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!oV36!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!oV36!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!oV36!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F83065e72-a4d6-4fd7-8f2d-a9c293b80508_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Alfredo H&#228;berli pictured with his book Verbal Doodling. 30 Years, Questions, Answers, by Joan Minder.</figcaption></figure></div><p>Thank you to Alfredo H&#228;berli for taking the time and inviting me into his studio.</p><p>The interview was originally held in German and translated into English.</p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://www.readcurated.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://www.readcurated.com/subscribe?"><span>Subscribe now</span></a></p><div><hr></div><h3>An Ongoing Dialogue</h3><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly<em> </em>via<em> <a href="https://www.instagram.com/ronnyebnoether/">Instagram</a> </em>or<em> <a href="https://www.linkedin.com/in/rebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, forward it to someone who values taste, design, and technology as much as you do.</p>]]></content:encoded></item><item><title><![CDATA[Noema]]></title><description><![CDATA[Designing a fragrance brand as a system for co-creation.]]></description><link>https://www.readcurated.com/p/noema</link><guid isPermaLink="false">https://www.readcurated.com/p/noema</guid><pubDate>Wed, 07 Jan 2026 15:04:23 GMT</pubDate><enclosure url="https://substackcdn.com/image/fetch/$s_!fVwm!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png" length="0" type="image/jpeg"/><content:encoded><![CDATA[<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!uvGH!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!uvGH!,w_424,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 424w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_848,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 848w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_1272,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 1272w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_1456,c_limit,f_webp,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!uvGH!,w_1456,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif" width="800" height="750" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/a046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:750,&quot;width&quot;:800,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:13449601,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/gif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/181215941?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!uvGH!,w_424,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 424w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_848,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 848w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_1272,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 1272w, https://substackcdn.com/image/fetch/$s_!uvGH!,w_1456,c_limit,f_auto,q_auto:good,fl_lossy/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa046acfe-337b-4ee1-8f65-6f41dfe96465_800x750.gif 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p>Noema is an independent fragrance concept developed through a collaborative R&amp;D process between <a href="https://impromptu-studio.com/">IMPROMPTU studio</a> and <a href="https://www.ronnyebnoether.com/">Studio Ronny Ebnoether</a>.</p><p>Conceived as a working model rather than a response to a commercial brief, the project explores how a fragrance brand can operate when designed as a system for participation instead of a fixed offer.</p><p>At its core, Noema investigates an alternative relationship between brand and user &#8212; one where personal memory and emotion become active inputs that shape the outcome.</p><p>Developed within the internal labs of both studios, Noema functions as a complete brand system spanning strategy, experience, visual language, and material expression. This case study documents that process as a practical exploration of how brands might evolve from storytelling into participatory systems without losing clarity or authorship.</p><div><hr></div><h2>Concept</h2><p>Noema proposes a participatory model in which users actively shape the outcome through personal input.</p><p>Instead of preferences or product attributes, the experience begins with memory and emotion. Users describe moments, sensations, or states of mind, which the system translates into a personal sensory configuration: a visual expression and a corresponding fragrance direction derived from the same underlying narrative.</p><p>The objective is not personalization as variation, but authorship within a coherent framework. Each result is individual, yet recognizably part of the same brand system.</p><p>This reframes the role of the brand &#8212; from producer of finished objects to curator of a structured space for personal expression, while maintaining coherence, identity, and control.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!gtAU!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!gtAU!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!gtAU!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png" width="1456" height="819" 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srcset="https://substackcdn.com/image/fetch/$s_!gtAU!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!gtAU!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fecbea703-52e6-4938-af22-7c5c92b186f1_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Brand as a system for co-creation.</figcaption></figure></div><div><hr></div><h2>Strategic Foundation</h2><p>The project was structured using the same strategic process applied to client work: defining a clear position, a set of values, and a coherent operating model.</p><p>Noema sits at the intersection of fragrance, design, and cultural practice. Its positioning is not defined by category, but by how these disciplines are brought together into a single system.</p><p>Three principles guided the strategic foundation of the project:</p><p><strong>Positioning</strong></p><p>Noema operates between sensory creation and authorship. It is not a product brand, but a framework that enables personal expression within a curated structure.</p><p><strong>Values</strong></p><p>The system is built around emotional clarity, precision, and coherence. These values informed every decision &#8212; from interaction design to visual language and material choices.</p><p><strong>Operating model</strong></p><p>Rather than producing a fixed range of fragrances, Noema is designed as an adaptive system. Individual outcomes vary, but the underlying logic remains constant, ensuring continuity at a brand level.</p><p>This structure allowed the project to remain open to individual input while maintaining a clear identity &#8212; a necessary balance if co-creation is to function beyond experimentation.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!rSdD!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!rSdD!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!rSdD!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1342437,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!rSdD!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!rSdD!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6c49033a-23ca-4698-b6ff-0b1fd1ba470e_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">A snapshot of the working process behind Noema, before clarity takes form.</figcaption></figure></div><div><hr></div><h2>From Strategy to Creative Direction</h2><p>One of the key questions during the development of Noema concerned the role of packaging within the brand system.</p><p>In contemporary perfumery &#8212; both mainstream and niche &#8212; the bottle often functions as the primary branding device. Two dominant directions coexist: on one hand, highly recognizable objects defined by expressive volumes and materials; on the other, neutral or restrained designs that lean towards the industrial, the normative, or the understated.</p><p>To understand this landscape, we conducted a benchmark across both segments. Initial explorations followed the first direction, testing distinctive forms and material expressions in search of a recognizable visual territory.</p><p>As the project evolved, however, it became clear that differentiation through the bottle itself would not be where Noema could operate most meaningfully. The value of the brand was not located in the object, but in the relationship it proposed.</p><p>Since Noema is built around co-creation, iteration, and personal authorship, the physical container needed to support that logic rather than compete with it. The bottle became a secondary element &#8212; designed to be functional, repeatable, and adaptable to multiple versions of a user&#8217;s fragrance over time.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!HOPm!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!HOPm!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!HOPm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png" width="1456" height="607" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/ead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:607,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:4232036,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!HOPm!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!HOPm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fead3e581-9e6a-48fe-8f14-0a5b32082182_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Early explorations defining the bottle&#8217;s form and dimensions.</figcaption></figure></div><p>This shift redirected the brand&#8217;s expression away from the object and towards its creative direction and digital experience. The bottle became a supporting element within a broader system of interaction and interpretation.</p><p>As a result, greater emphasis was placed on a coherent visual language &#8212; one in which imagery functions as an adaptive layer, translating personal input into consistent expression.</p><p>Here, branding is articulated less through form alone and more through the structure that enables variation while maintaining identity.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!MRP5!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!MRP5!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!MRP5!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png" width="1456" height="607" 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srcset="https://substackcdn.com/image/fetch/$s_!MRP5!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!MRP5!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa4d6f635-82dc-4d3a-87d9-00b6262d8c75_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Noema fragrance bottle and packaging.</figcaption></figure></div><div><hr></div><h2>Translating Memory into Experience</h2><p>The experience begins with an invitation to pause.</p><p>Instead of selecting options or defining preferences, users are guided into a moment of recollection. They are asked to describe a memory &#8212; a place, a situation, a sensation &#8212; using their own words and rhythm.</p><p>The interaction is deliberately unhurried. There is no checklist, no taxonomy to follow. What matters is not accuracy, but presence: how something was felt rather than how it should be described.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!sAg2!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!sAg2!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!sAg2!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:597012,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!sAg2!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!sAg2!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8419271e-0a15-400c-bf77-827c063ad5e4_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">First interaction within the Noema interface.</figcaption></figure></div><p>As the memory unfolds, attention shifts to details that are often overlooked &#8212; light, atmosphere, texture, distance, temperature. These elements form the emotional landscape from which the system responds.</p><p>From this input, two expressions emerge in parallel. A visual composition translates the emotional tone of the memory into form, color, and rhythm. A fragrance direction echoes the same narrative through material and olfactory cues.</p><p>The process does not aim to recreate a memory literally. Instead, it captures its essence &#8212; allowing subjective interpretation to remain intact.</p><p>The interaction takes place within a modal environment that adapts to the flow of the exchange. At times it expands to listen; at others it becomes a surface for reflection or visualization. Its behavior mirrors the experience itself: responsive, fluid, attentive.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!Ji6H!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!Ji6H!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!Ji6H!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/bc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:2378998,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!Ji6H!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!Ji6H!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fbc94631d-944e-419c-b376-054c3dda40a1_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Refining ingredient recommendations within the system.</figcaption></figure></div><p>Through this sequence, co-creation is not framed as a task, but as a conversation. One where the brand listens first, and where expression takes precedence over selection.</p><p>The result is a paired artifact &#8212; scent and image &#8212; connected by a shared emotional logic. Each outcome is personal, yet remains grounded within the same aesthetic system, allowing variation without fragmentation.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!adU-!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!adU-!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!adU-!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!adU-!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!adU-!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!adU-!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png" width="1456" height="819" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/eedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:819,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:1633728,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!adU-!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 424w, https://substackcdn.com/image/fetch/$s_!adU-!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 848w, https://substackcdn.com/image/fetch/$s_!adU-!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 1272w, https://substackcdn.com/image/fetch/$s_!adU-!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Feedad595-fb2c-4f94-947b-ac6467189a96_3840x2160.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><div><hr></div><h2>Coherence through Constraint</h2><p>While each outcome generated within Noema is personal, the system is designed to preserve a shared identity.</p><p>This coherence is not enforced through rigid rules, but through a limited set of guiding principles embedded in the experience: tone, rhythm, materiality, and visual restraint.</p><p>These parameters operate quietly in the background, ensuring that individual expressions remain connected to the same aesthetic and conceptual world.</p><p>The intention is not to limit creativity, but to give it direction &#8212; allowing variation without dilution, and authorship without fragmentation.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!_736!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!_736!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!_736!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!_736!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!_736!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!_736!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png" width="1456" height="607" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/d2340d33-588f-4410-ace3-488817601d98_3840x1600.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:607,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:4609656,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!_736!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!_736!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!_736!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!_736!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd2340d33-588f-4410-ace3-488817601d98_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Selection of generated memory images.</figcaption></figure></div><div><hr></div><h2>Visual &amp; Material Expression</h2><p>The visual and material expression of Noema was conceived to support the system rather than dominate it. The visual language is deliberately restrained, providing continuity and atmosphere while allowing individual expressions to emerge without a strong formal signature. The art direction emphasizes emotional proximity through human presence, gestures, and fragments of raw ingredients, complemented by laboratory imagery that references motion, craft, and transformation.</p><p>Soft light, tactile materials, and reduced compositions create a clean yet sensitive aesthetic, designed to remain open to variation rather than impose a fixed identity.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!PKRk!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!PKRk!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!PKRk!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png" width="1456" height="607" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:607,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:7893973,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!PKRk!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!PKRk!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5f50a29e-2d03-4ebc-9b55-f8988730dce3_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Visual art direction for Noema.</figcaption></figure></div><p>This approach extends across interface, imagery, and physical components. Packaging, typography, and visual composition function as infrastructural elements: coherent, consistent, and present &#8212; but never prescriptive.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!fVwm!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!fVwm!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!fVwm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png" width="1456" height="607" 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srcset="https://substackcdn.com/image/fetch/$s_!fVwm!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!fVwm!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd3b44704-b445-4d00-b340-059b8e4af630_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a><figcaption class="image-caption">Editorial imagery of Noema fragrance testers.</figcaption></figure></div><div><hr></div><h2>Reflection</h2><p>Although Noema was developed as an independent project, it functions as a proof of concept.</p><p>The project resulted in a coherent brand system designed to operate across digital and physical contexts, exploring how a fragrance brand might move beyond fixed products towards participatory systems without relinquishing identity.</p><p>Together, these elements demonstrate how a brand can be designed as an operational system, one that prioritizes interaction and authorship while remaining coherent and controllable at scale.</p><p>For <a href="https://impromptu-studio.com/">IMPROMPTU studio</a> and <a href="https://www.ronnyebnoether.com/">Studio Ronny Ebnoether</a>, Noema represents an applied way of thinking, where strategy, design, and experience are treated as a single, continuous process.</p><p>Rather than proposing definitive answers, the project offers a working model for further exploration and real-world application across different brand contexts.</p><div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!FsTR!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!FsTR!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!FsTR!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png" width="1456" height="607" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:607,&quot;width&quot;:1456,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:8902332,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/png&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:true,&quot;topImage&quot;:false,&quot;internalRedirect&quot;:&quot;https://www.readcurated.com/i/183703374?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!FsTR!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 424w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 848w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 1272w, https://substackcdn.com/image/fetch/$s_!FsTR!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F45de35b4-e69a-450d-a493-e4cfe65bf678_3840x1600.png 1456w" sizes="100vw" loading="lazy"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><div><hr></div><h2>Credits</h2><p><em>Strategy, Creative Direction, Product Design, Digital Design &amp; Development, AI Imagery <br></em>by <a href="https://impromptu-studio.com/">IMPROMPTU studio</a> &#215; <a href="https://www.ronnyebnoether.com/">Studio Ronny Ebnoether</a></p><p><em>3D renderings </em>by <a href="https://www.instagram.com/___archivostudio?utm_source=ig_web_button_share_sheet&amp;igsh=ZDNlZDc0MzIxNw==">Archivo Studio</a></p><div><hr></div><h2>An Ongoing Dialogue</h2><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly<em> </em>via<em> <a href="https://www.instagram.com/ronnyebnoether/">Instagram</a> </em>or<em> <a href="https://www.linkedin.com/in/rebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, forward it to someone who values taste, design, and technology as much as you do.</p>]]></content:encoded></item><item><title><![CDATA[Introducing Curated]]></title><description><![CDATA[A perspective on how design, technology, and culture shape what&#8217;s next.]]></description><link>https://www.readcurated.com/p/introducing-curated</link><guid isPermaLink="false">https://www.readcurated.com/p/introducing-curated</guid><pubDate>Thu, 04 Dec 2025 17:26:27 GMT</pubDate><enclosure url="https://substackcdn.com/image/fetch/$s_!UaNy!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif" length="0" type="image/jpeg"/><content:encoded><![CDATA[<div class="captioned-image-container"><figure><a class="image-link image2 is-viewable-img" target="_blank" href="https://substackcdn.com/image/fetch/$s_!UaNy!,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif" data-component-name="Image2ToDOM"><div class="image2-inset"><picture><source type="image/webp" srcset="https://substackcdn.com/image/fetch/$s_!UaNy!,w_424,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 424w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_848,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 848w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_1272,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 1272w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_1456,c_limit,f_webp,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 1456w" sizes="100vw"><img src="https://substackcdn.com/image/fetch/$s_!UaNy!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif" width="800" height="800" data-attrs="{&quot;src&quot;:&quot;https://substack-post-media.s3.amazonaws.com/public/images/10db6567-23e6-4859-8a15-76a228580396_800x800.gif&quot;,&quot;srcNoWatermark&quot;:null,&quot;fullscreen&quot;:null,&quot;imageSize&quot;:null,&quot;height&quot;:800,&quot;width&quot;:800,&quot;resizeWidth&quot;:null,&quot;bytes&quot;:799559,&quot;alt&quot;:null,&quot;title&quot;:null,&quot;type&quot;:&quot;image/gif&quot;,&quot;href&quot;:null,&quot;belowTheFold&quot;:false,&quot;topImage&quot;:true,&quot;internalRedirect&quot;:&quot;https://readcurated.substack.com/i/176811181?img=https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif&quot;,&quot;isProcessing&quot;:false,&quot;align&quot;:null,&quot;offset&quot;:false}" class="sizing-normal" alt="" srcset="https://substackcdn.com/image/fetch/$s_!UaNy!,w_424,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 424w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_848,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 848w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_1272,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 1272w, https://substackcdn.com/image/fetch/$s_!UaNy!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F10db6567-23e6-4859-8a15-76a228580396_800x800.gif 1456w" sizes="100vw" fetchpriority="high"></picture><div class="image-link-expand"><div class="pencraft pc-display-flex pc-gap-8 pc-reset"><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container restack-image"><svg role="img" width="20" height="20" viewBox="0 0 20 20" fill="none" stroke-width="1.5" stroke="var(--color-fg-primary)" stroke-linecap="round" stroke-linejoin="round" xmlns="http://www.w3.org/2000/svg"><g><title></title><path d="M2.53001 7.81595C3.49179 4.73911 6.43281 2.5 9.91173 2.5C13.1684 2.5 15.9537 4.46214 17.0852 7.23684L17.6179 8.67647M17.6179 8.67647L18.5002 4.26471M17.6179 8.67647L13.6473 6.91176M17.4995 12.1841C16.5378 15.2609 13.5967 17.5 10.1178 17.5C6.86118 17.5 4.07589 15.5379 2.94432 12.7632L2.41165 11.3235M2.41165 11.3235L1.5293 15.7353M2.41165 11.3235L6.38224 13.0882"></path></g></svg></button><button tabindex="0" type="button" class="pencraft pc-reset pencraft icon-container view-image"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round" class="lucide lucide-maximize2 lucide-maximize-2"><polyline points="15 3 21 3 21 9"></polyline><polyline points="9 21 3 21 3 15"></polyline><line x1="21" x2="14" y1="3" y2="10"></line><line x1="3" x2="10" y1="21" y2="14"></line></svg></button></div></div></div></a></figure></div><p>Curated is a space to think, explore, and connect ideas across design, art, technology, and culture.</p><p>It&#8217;s where I share projects and research from my studio, alongside what&#8217;s been capturing my attention lately: ideas, books, podcasts, objects, and moments in art, design, and tech that reflect where culture is heading.</p><p>I&#8217;m Ronny. I fell in love with design and software early on, writing my first lines of code at 14 while sketching logos after school. Since then, I&#8217;ve worked with founders, startups, and teams on brands and products that merge craft and innovation. Today, I&#8217;m building a design and technology studio focused on identities, digital experiences, and products rooted in clarity, culture, and meaning.</p><p>Curated extends that practice. It&#8217;s a living archive of ideas, inspirations, and conversations tracing how taste, design, and technology continue to shape what&#8217;s next.</p><p>For the curious, the creatives, the builders, and the tastemakers.</p><p>Yours truly,</p><p>Ronny </p><p class="button-wrapper" data-attrs="{&quot;url&quot;:&quot;https://www.readcurated.com/subscribe?&quot;,&quot;text&quot;:&quot;Subscribe now&quot;,&quot;action&quot;:null,&quot;class&quot;:null}" data-component-name="ButtonCreateButton"><a class="button primary" href="https://www.readcurated.com/subscribe?"><span>Subscribe now</span></a></p><p></p><div><hr></div><h3>An Ongoing Dialogue</h3><p>Curated is an ongoing dialogue, a living system of ideas exploring design, technology, and culture through curiosity and conversation.</p><p>I&#8217;d love to hear from you, what&#8217;s been inspiring you lately, or what&#8217;s been shaping your sense of taste? Reply anytime or contact me directly<em> </em>via<em> <a href="https://www.instagram.com/ronnyebnoether/">Instagram</a> </em>or<em> <a href="https://www.linkedin.com/in/rebnoether/">LinkedIn</a>.</em></p><p>Thanks for reading. If this resonates, forward it to someone who values taste, design, and technology as much as you do.</p>]]></content:encoded></item></channel></rss>