Ten years ago, the brief was 'iconic'. Today it is 'quiet'. The clients who can buy anything are the first to subtract.
From signature to atmosphere
The new vocabulary — light, air, calm, patina, ritual — describes atmospheres, not objects. It is harder to draw and far harder to invoice for, which is precisely why it has become the new measure of skill.
EM
Elena Marchetti
Founding Partner, Maison Aurea
