“It was fascinating to have a client who, coming from a virtual environment, wanted the most extreme physical environment. It’s a beautiful paradox, that a company built on much more virtual structures embeds itself in this monolithic physical space, which is about experiential qualities.”
“The conventional retail brand has to take the flagship as a logo and recreate it as part of its identity. SSENSE does’t need to do that at all. You’re free. Your next shop could be plywood. The context will be totally different. But the ethos should be similar. It should be an extreme idea.”