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A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

A huge thank you to everyone who joined us at the beautiful Maison Assouline for a morning of conversation around how play is reshaping brand experience for the future.

We were joined by the brilliant Tim Nash from Shop Drop Daily, Sophie Howarth from Coty and Sarah Boston from Christian Louboutin, alongside our Founder + Creative Director, Gemma Ruse, who led the discussion.

Lots of thoughts shared on attention, engagement, cultural relevance and what brands need to be thinking about next.

We’ll be sharing more over the coming days, but for now, here are a few snaps from the morning…

One toolkit. Multiple markets. One hero puffer jacket positioned as Gen Z’s must-have winter layer through a retail experience built around connection and culture..

For the adidas Z.N.E. winter launch, we built their global retail toolkit designed to bring the same bold padded world into every store, from compact wholesale spaces to full-scale launch environments.

Inspired by the jacket silhouette and oversized style, an impactful, colour-saturated ‘puffy’ print was applied across the toolkit, wrapping walls, rails, plinths and fixtures to create cohesive cocooned spaces worldwide.

Launch zones were reimagined as immersive winter hangouts, with soft seating mimicking the puffer jacket itself, designed for customers to sink into, dwell together and share the experience on socials.

The ‘puffy’ identity extended all the way into the technical storytelling, with hanging communication tools bringing tactility and playfulness into even the smallest touchpoints, while bespoke temperature tags for the EU range visualised increasing warmth through colour and embossed finishes that tied back into the padded aesthetic of the overall concept.

Designed as a flexible toolkit, each market could adapt the system to suit their own retail space while still staying connected to the same bold and 'puffy' world.

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

One toolkit. Multiple markets. One hero puffer jacket positioned as Gen Z’s must-have winter layer through a retail experience built around connection and culture..

For the adidas Z.N.E. winter launch, we built their global retail toolkit designed to bring the same bold padded world into every store, from compact wholesale spaces to full-scale launch environments.

Inspired by the jacket silhouette and oversized style, an impactful, colour-saturated ‘puffy’ print was applied across the toolkit, wrapping walls, rails, plinths and fixtures to create cohesive cocooned spaces worldwide.

Launch zones were reimagined as immersive winter hangouts, with soft seating mimicking the puffer jacket itself, designed for customers to sink into, dwell together and share the experience on socials.

The ‘puffy’ identity extended all the way into the technical storytelling, with hanging communication tools bringing tactility and playfulness into even the smallest touchpoints, while bespoke temperature tags for the EU range visualised increasing warmth through colour and embossed finishes that tied back into the padded aesthetic of the overall concept.

Designed as a flexible toolkit, each market could adapt the system to suit their own retail space while still staying connected to the same bold and 'puffy' world.

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

One toolkit. Multiple markets. One hero puffer jacket positioned as Gen Z’s must-have winter layer through a retail experience built around connection and culture..

For the adidas Z.N.E. winter launch, we built their global retail toolkit designed to bring the same bold padded world into every store, from compact wholesale spaces to full-scale launch environments.

Inspired by the jacket silhouette and oversized style, an impactful, colour-saturated ‘puffy’ print was applied across the toolkit, wrapping walls, rails, plinths and fixtures to create cohesive cocooned spaces worldwide.

Launch zones were reimagined as immersive winter hangouts, with soft seating mimicking the puffer jacket itself, designed for customers to sink into, dwell together and share the experience on socials.

The ‘puffy’ identity extended all the way into the technical storytelling, with hanging communication tools bringing tactility and playfulness into even the smallest touchpoints, while bespoke temperature tags for the EU range visualised increasing warmth through colour and embossed finishes that tied back into the padded aesthetic of the overall concept.

Designed as a flexible toolkit, each market could adapt the system to suit their own retail space while still staying connected to the same bold and 'puffy' world.

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

One toolkit. Multiple markets. One hero puffer jacket positioned as Gen Z’s must-have winter layer through a retail experience built around connection and culture..

For the adidas Z.N.E. winter launch, we built their global retail toolkit designed to bring the same bold padded world into every store, from compact wholesale spaces to full-scale launch environments.

Inspired by the jacket silhouette and oversized style, an impactful, colour-saturated ‘puffy’ print was applied across the toolkit, wrapping walls, rails, plinths and fixtures to create cohesive cocooned spaces worldwide.

Launch zones were reimagined as immersive winter hangouts, with soft seating mimicking the puffer jacket itself, designed for customers to sink into, dwell together and share the experience on socials.

The ‘puffy’ identity extended all the way into the technical storytelling, with hanging communication tools bringing tactility and playfulness into even the smallest touchpoints, while bespoke temperature tags for the EU range visualised increasing warmth through colour and embossed finishes that tied back into the padded aesthetic of the overall concept.

Designed as a flexible toolkit, each market could adapt the system to suit their own retail space while still staying connected to the same bold and 'puffy' world.

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

For Gen Z, the best retail spaces feel social, immersive and built for more than just shopping.

With that audience at the core, we designed and built adidas’ global retail toolkit for their Z.N.E. range, transforming the launch of the brand’s latest puffer jacket into tactile hangout zones designed to feel playful and full of energy.

Our creative concept, 'Feel the Form', took the cocooning feeling of the jacket and translated it into the environment itself, turning stores into padded purple worlds layered with oversized forms, tactile surfaces and campaign imagery that pulls the energy of the Z.N.E. community directly into the space.

The result is a retail concept that feels immersive at every scale, adapting seamlessly across markets and formats while holding onto the same bold identity and sense of energy wherever it lands.

Part 2 coming soon...

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

For Gen Z, the best retail spaces feel social, immersive and built for more than just shopping.

With that audience at the core, we designed and built adidas’ global retail toolkit for their Z.N.E. range, transforming the launch of the brand’s latest puffer jacket into tactile hangout zones designed to feel playful and full of energy.

Our creative concept, 'Feel the Form', took the cocooning feeling of the jacket and translated it into the environment itself, turning stores into padded purple worlds layered with oversized forms, tactile surfaces and campaign imagery that pulls the energy of the Z.N.E. community directly into the space.

The result is a retail concept that feels immersive at every scale, adapting seamlessly across markets and formats while holding onto the same bold identity and sense of energy wherever it lands.

Part 2 coming soon...

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

For Gen Z, the best retail spaces feel social, immersive and built for more than just shopping.

With that audience at the core, we designed and built adidas’ global retail toolkit for their Z.N.E. range, transforming the launch of the brand’s latest puffer jacket into tactile hangout zones designed to feel playful and full of energy.

Our creative concept, 'Feel the Form', took the cocooning feeling of the jacket and translated it into the environment itself, turning stores into padded purple worlds layered with oversized forms, tactile surfaces and campaign imagery that pulls the energy of the Z.N.E. community directly into the space.

The result is a retail concept that feels immersive at every scale, adapting seamlessly across markets and formats while holding onto the same bold identity and sense of energy wherever it lands.

Part 2 coming soon...

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

For Gen Z, the best retail spaces feel social, immersive and built for more than just shopping.

With that audience at the core, we designed and built adidas’ global retail toolkit for their Z.N.E. range, transforming the launch of the brand’s latest puffer jacket into tactile hangout zones designed to feel playful and full of energy.

Our creative concept, 'Feel the Form', took the cocooning feeling of the jacket and translated it into the environment itself, turning stores into padded purple worlds layered with oversized forms, tactile surfaces and campaign imagery that pulls the energy of the Z.N.E. community directly into the space.

The result is a retail concept that feels immersive at every scale, adapting seamlessly across markets and formats while holding onto the same bold identity and sense of energy wherever it lands.

Part 2 coming soon...

✖️ DESIGN
✖️ GLOBAL RETAIL TOOLKIT
✖️ StudioXAG | B Corp™ for adidas

Across MCM’s unapologetic roller skating cherubs in silver leather, Miu Miu’s feminist literary club and Solid Nature’s surrealistic marble-carved food items, Milan Design Week was nothing short of innovative and educational.

It's one of the clearest moments in the calendar to notice what's shifting: how brands are showing up, what's resonating with people, and where brand experiences are heading next.

With one of the key takeaways being that physical spaces can reconnect us in a digital world, our team has put together a field report of their recent trip to Milan Design Week, exploring and broadening the wide horizons of conversations around brands, experiences, and what it means to stand out in the retail industry.

Within this report we’re diving into five unmissable trends that altered this year’s Design Week experience with expert opinions + commentary from our Founder & Creative Director, Gemma Ruse + Associate Strategy Director, Daniel Wigham + Associate Creative Director, Judy Dowle

Make sure you get your copy from the link in our bio.

Across MCM’s unapologetic roller skating cherubs in silver leather, Miu Miu’s feminist literary club and Solid Nature’s surrealistic marble-carved food items, Milan Design Week was nothing short of innovative and educational.

It's one of the clearest moments in the calendar to notice what's shifting: how brands are showing up, what's resonating with people, and where brand experiences are heading next.

With one of the key takeaways being that physical spaces can reconnect us in a digital world, our team has put together a field report of their recent trip to Milan Design Week, exploring and broadening the wide horizons of conversations around brands, experiences, and what it means to stand out in the retail industry.

Within this report we’re diving into five unmissable trends that altered this year’s Design Week experience with expert opinions + commentary from our Founder & Creative Director, Gemma Ruse + Associate Strategy Director, Daniel Wigham + Associate Creative Director, Judy Dowle

Make sure you get your copy from the link in our bio.

Across MCM’s unapologetic roller skating cherubs in silver leather, Miu Miu’s feminist literary club and Solid Nature’s surrealistic marble-carved food items, Milan Design Week was nothing short of innovative and educational.

It's one of the clearest moments in the calendar to notice what's shifting: how brands are showing up, what's resonating with people, and where brand experiences are heading next.

With one of the key takeaways being that physical spaces can reconnect us in a digital world, our team has put together a field report of their recent trip to Milan Design Week, exploring and broadening the wide horizons of conversations around brands, experiences, and what it means to stand out in the retail industry.

Within this report we’re diving into five unmissable trends that altered this year’s Design Week experience with expert opinions + commentary from our Founder & Creative Director, Gemma Ruse + Associate Strategy Director, Daniel Wigham + Associate Creative Director, Judy Dowle

Make sure you get your copy from the link in our bio.

A look behind the scenes of The Coach Charm Playground at Selfridges Corner Shop.

What you see on site is only half the story. In the workshop, this was months of shaping, refining and problem solving, led by a team who know how to take an idea and push it into something real.

Rexy alone is a huge technical feat, built around a complex internal steel structure that had to hold the form, the weight and the movement of the slide, while still keeping the exact character of the original design. Around that, every surface was carved, sanded and finished by hand, bringing it to life piece by piece.

The same thinking carried across the rest of the space, from the apple to the charm displays, with materials carefully sourced, tested and refined to get the finish just right. Every element had to balance structure, scale and detail, all while staying true to the vision.

This only works through close collaboration, working side by side with Coach to resolve, adjust and perfect every detail as it moved from concept into reality.

This is what our production and technical teams do. They take the biggest, boldest ideas and find a way to make them real, even when it feels like it shouldn’t be possible.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Every April, Milan holds up a mirror to the ambitions of brand experience.

Installations rise and fall in days. Queues form before sunrise. The best moments stay with you. Our team were on the ground to uncover what stood out and what it means for brands.

Let’s address the elephant in the room: Milan Design Week is oversaturated with surface-level activations built for social, but lacking real resonance. The most sophisticated brands this year took a different approach, leading and hosting conversations around culture.

Our Director of Strategy + Sustainability, Daniel Wigham, has curated the 5 trends that are shaping the future of rand experience, and the brand's at the forefront.

Read it through the link in our bio.

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Milan Design Week Day 3 has dropped...

Marni, Aperitivo

A takeover of one of Milan’s most historic cafés, designed to bring the brand into everyday rituals rather than build something separate from them.

“There wasn’t a part of that café that wasn’t branded, from the cakes to the napkins, the plates, the menus, even the sugar sachets, every touchpoint had been considered. It felt like an ode to graphic design and branding, but in a way you could actually sit in and spend time with. It wasn’t about building something immersive, it was about bringing you into their world and letting you live in it for a while.” Gemma Ruse

OMA / AMO x SolidNature, Marble Supermarket

A supermarket reimagined entirely in marble, turning everyday, disposable objects into something permanent and precise.

“It was essentially a marble supermarket, with everything distilled down into simplified forms, tins of beans, cartons of milk, even triangle sandwiches, all made from stone. Being able to touch everything made it feel much more engaging, and the descriptions written as if you didn’t know the objects gave it a slightly strange edge. It was beautifully done and felt very considered.” Judy Dowle

Your daily Milan Design Week drop is here. Day two is where everything starts to come together, with craft feeling more considered, stories running deeper, and clear themes beginning to surface. Here’s what stuck…

Issey Miyake

“Making pure beauty from a byproduct of their most iconic material, in a way that only they could do. Exquisite is the word.” - Gemma Ruse


Gucci




“It didn’t feel massively Gucci at first, but we loved the contrast between the somber, almost funeral classical music, the heavy black space, the gold insignia, and then it producing something quite irreverent.” - Gemma Ruse



The second space shifted into something with a deep narrative, tapestries referencing Renaissance art and placing Gucci into those scenes. It was incredibly impressive, and the fact they were woven really elevated everything. It’s storytelling through craft, literally weaving a narrative.” - Daniel Wigham


Aesop

“They really look after you in the queue, with gilded almonds presented in a brass bowl that looked like gold gems, SPF, shade, and drinks, where every detail felt considered. Inside, they created an installation from recycled perfume bottles, flipped upside down into an undulating structure that felt simple and quite beautiful.” - Judy Doyle


Baccarat, Crystal Crypt



“I thought it was fabulous in a dystopian way, classical and artisanal mixed with modernity and sci-fi, with a kind of eighties edge set in this retro-futuristic, church-like crypt. There was this gorgeous piece from Bethan Laura Wood, which completely made the exhibition for me.” - Gemma Ruse

Day two done, more to come…

Your daily Milan Design Week drop is here. Day two is where everything starts to come together, with craft feeling more considered, stories running deeper, and clear themes beginning to surface. Here’s what stuck…

Issey Miyake

“Making pure beauty from a byproduct of their most iconic material, in a way that only they could do. Exquisite is the word.” - Gemma Ruse


Gucci




“It didn’t feel massively Gucci at first, but we loved the contrast between the somber, almost funeral classical music, the heavy black space, the gold insignia, and then it producing something quite irreverent.” - Gemma Ruse



The second space shifted into something with a deep narrative, tapestries referencing Renaissance art and placing Gucci into those scenes. It was incredibly impressive, and the fact they were woven really elevated everything. It’s storytelling through craft, literally weaving a narrative.” - Daniel Wigham


Aesop

“They really look after you in the queue, with gilded almonds presented in a brass bowl that looked like gold gems, SPF, shade, and drinks, where every detail felt considered. Inside, they created an installation from recycled perfume bottles, flipped upside down into an undulating structure that felt simple and quite beautiful.” - Judy Doyle


Baccarat, Crystal Crypt



“I thought it was fabulous in a dystopian way, classical and artisanal mixed with modernity and sci-fi, with a kind of eighties edge set in this retro-futuristic, church-like crypt. There was this gorgeous piece from Bethan Laura Wood, which completely made the exhibition for me.” - Gemma Ruse

Day two done, more to come…

Your daily Milan Design Week drop is here. Day two is where everything starts to come together, with craft feeling more considered, stories running deeper, and clear themes beginning to surface. Here’s what stuck…

Issey Miyake

“Making pure beauty from a byproduct of their most iconic material, in a way that only they could do. Exquisite is the word.” - Gemma Ruse


Gucci




“It didn’t feel massively Gucci at first, but we loved the contrast between the somber, almost funeral classical music, the heavy black space, the gold insignia, and then it producing something quite irreverent.” - Gemma Ruse



The second space shifted into something with a deep narrative, tapestries referencing Renaissance art and placing Gucci into those scenes. It was incredibly impressive, and the fact they were woven really elevated everything. It’s storytelling through craft, literally weaving a narrative.” - Daniel Wigham


Aesop

“They really look after you in the queue, with gilded almonds presented in a brass bowl that looked like gold gems, SPF, shade, and drinks, where every detail felt considered. Inside, they created an installation from recycled perfume bottles, flipped upside down into an undulating structure that felt simple and quite beautiful.” - Judy Doyle


Baccarat, Crystal Crypt



“I thought it was fabulous in a dystopian way, classical and artisanal mixed with modernity and sci-fi, with a kind of eighties edge set in this retro-futuristic, church-like crypt. There was this gorgeous piece from Bethan Laura Wood, which completely made the exhibition for me.” - Gemma Ruse

Day two done, more to come…

Your daily Milan Design Week drop is here. Day two is where everything starts to come together, with craft feeling more considered, stories running deeper, and clear themes beginning to surface. Here’s what stuck…

Issey Miyake

“Making pure beauty from a byproduct of their most iconic material, in a way that only they could do. Exquisite is the word.” - Gemma Ruse


Gucci




“It didn’t feel massively Gucci at first, but we loved the contrast between the somber, almost funeral classical music, the heavy black space, the gold insignia, and then it producing something quite irreverent.” - Gemma Ruse



The second space shifted into something with a deep narrative, tapestries referencing Renaissance art and placing Gucci into those scenes. It was incredibly impressive, and the fact they were woven really elevated everything. It’s storytelling through craft, literally weaving a narrative.” - Daniel Wigham


Aesop

“They really look after you in the queue, with gilded almonds presented in a brass bowl that looked like gold gems, SPF, shade, and drinks, where every detail felt considered. Inside, they created an installation from recycled perfume bottles, flipped upside down into an undulating structure that felt simple and quite beautiful.” - Judy Doyle


Baccarat, Crystal Crypt



“I thought it was fabulous in a dystopian way, classical and artisanal mixed with modernity and sci-fi, with a kind of eighties edge set in this retro-futuristic, church-like crypt. There was this gorgeous piece from Bethan Laura Wood, which completely made the exhibition for me.” - Gemma Ruse

Day two done, more to come…

Your daily Milan Design Week drop is here. Day two is where everything starts to come together, with craft feeling more considered, stories running deeper, and clear themes beginning to surface. Here’s what stuck…

Issey Miyake

“Making pure beauty from a byproduct of their most iconic material, in a way that only they could do. Exquisite is the word.” - Gemma Ruse


Gucci




“It didn’t feel massively Gucci at first, but we loved the contrast between the somber, almost funeral classical music, the heavy black space, the gold insignia, and then it producing something quite irreverent.” - Gemma Ruse



The second space shifted into something with a deep narrative, tapestries referencing Renaissance art and placing Gucci into those scenes. It was incredibly impressive, and the fact they were woven really elevated everything. It’s storytelling through craft, literally weaving a narrative.” - Daniel Wigham


Aesop

“They really look after you in the queue, with gilded almonds presented in a brass bowl that looked like gold gems, SPF, shade, and drinks, where every detail felt considered. Inside, they created an installation from recycled perfume bottles, flipped upside down into an undulating structure that felt simple and quite beautiful.” - Judy Doyle


Baccarat, Crystal Crypt



“I thought it was fabulous in a dystopian way, classical and artisanal mixed with modernity and sci-fi, with a kind of eighties edge set in this retro-futuristic, church-like crypt. There was this gorgeous piece from Bethan Laura Wood, which completely made the exhibition for me.” - Gemma Ruse

Day two done, more to come…

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Don’t miss our daily drop of the things that cut through, plus their hot takes on the installations and exhibitions shaping the future of design…

IKEA

This year IKEA leaned into culture, exploring food and nostalgia, while still holding onto democratic design. There was less focus on the classic room set, and when it appeared, it felt more lived in and unexpected.

“A standout was the suspended stool installation. Spiky, chaotic forms built from hundreds of stools, with an energy that felt intense and slightly aggressive.
The energy felt really intense, quite chaotic and slightly aggressive in a way that made it stand out.”
Gemma Ruse

Co-creation ran throughout. You could write, interact, get involved. It wasn’t just something to look at.

And then the moment everyone was talking about.
The IKEA x Chupa Chups meatball-flavoured lollipop.

The biggest stunt wasn’t spatial. It was something tiny and edible, but it caught everyone’s eye immediately.
Gemma Ruse

USM

The Renaissance of the Real explored how physical spaces can reconnect us in a digital world.

“You had this really rigid, modular structure paired with these much more organic, bubbly forms that felt like they were breathing. It became much more immersive. It felt very physical, very present. Non-digital, which actually stood out because everything else is often trying to layer in tech. Not quite ethereal, but close.”
Gemma Ruse

6:AM

Set in a disused swimming pool, 6:AM reframed craftsmanship through a contemporary lens.

“It really reframed how we think about glass making. There’s this idea that it’s a craft that belongs in the past, but they managed to shift that into something that felt more futuristic, more forward-facing.”
Judy

Day one done. More to come.

Global moments like the World Cup create a rare kind of shared attention, drawing in over a billion viewers, broadcast across every screen, discussed in the press and carried through culture.

In 1998, Yves Saint Laurent staged a monumental runway, featuring 300 designs at the Stade de France for the World Cup final, capturing not only the attention and eyes of over 1.7 billion people but creating a global lasting memory.

Not every brand can take over a stadium, and most of your audience won’t be there either.

The real opportunity is understanding how to step into these cultural moments with intention, meeting people where they are and creating experiences that connect them to that shared moment in a way that’s relevant.

Head to the link in our bio to discover how brands turn cultural moments into lasting impact.

Beauty audiences have become bombarded. Every brand is claiming to be the best, armed with clinical ingredient lists, influencer endorsements and layers of science to prove it.

But when everything starts to look and sound the same, the question becomes harder to answer.

How do you show your audience that your product is genuinely different, that it works, and that it’s worth their time, attention and investment?

In Feel The Science, we explore exactly that, drawing on the perspective of our Founder, Gemma Ruse, and revealing how we approached this challenge for clients including Escentric Molecules.

Inside The X Press, you’ll find how science can move beyond explanation and become memorable through experience.

Read more through the link in our bio.

Beauty audiences have become bombarded. Every brand is claiming to be the best, armed with clinical ingredient lists, influencer endorsements and layers of science to prove it.

But when everything starts to look and sound the same, the question becomes harder to answer.

How do you show your audience that your product is genuinely different, that it works, and that it’s worth their time, attention and investment?

In Feel The Science, we explore exactly that, drawing on the perspective of our Founder, Gemma Ruse, and revealing how we approached this challenge for clients including Escentric Molecules.

Inside The X Press, you’ll find how science can move beyond explanation and become memorable through experience.

Read more through the link in our bio.

Beauty audiences have become bombarded. Every brand is claiming to be the best, armed with clinical ingredient lists, influencer endorsements and layers of science to prove it.

But when everything starts to look and sound the same, the question becomes harder to answer.

How do you show your audience that your product is genuinely different, that it works, and that it’s worth their time, attention and investment?

In Feel The Science, we explore exactly that, drawing on the perspective of our Founder, Gemma Ruse, and revealing how we approached this challenge for clients including Escentric Molecules.

Inside The X Press, you’ll find how science can move beyond explanation and become memorable through experience.

Read more through the link in our bio.

Beauty audiences have become bombarded. Every brand is claiming to be the best, armed with clinical ingredient lists, influencer endorsements and layers of science to prove it.

But when everything starts to look and sound the same, the question becomes harder to answer.

How do you show your audience that your product is genuinely different, that it works, and that it’s worth their time, attention and investment?

In Feel The Science, we explore exactly that, drawing on the perspective of our Founder, Gemma Ruse, and revealing how we approached this challenge for clients including Escentric Molecules.

Inside The X Press, you’ll find how science can move beyond explanation and become memorable through experience.

Read more through the link in our bio.

Meet Eliza Wright, our Senior Account Manager, in this month’s XAG Loves, our series spotlighting the team behind the scenes. ✨

From dreaming to work with Loewe, to post-work wind downs, tap to discover her superpower, what inspires her, and the one office rule she’s standing firm on! ✖️