The guiding insight started evolving around the concept of myth -humanity is naturally drawn to myth, especially during the holiday season, when people instinctively seek moments of pause and quiet escapes into something more poetic and alive. Inspired by philosopher Giambattista Vico’s idea that “a metaphor is a small myth,” we approached mythology not as decoration, but as a living system of meaning woven into every detail.
We envisioned a Christmas ball held within Lalique's castle - a poetic setting where architecture, light, and form converge into something almost dreamlike. Through AI-generated design and architectural thinking, we gave Lalique's mythic essence a contemporary shape.
At the heart of the concept lived the paradox of imperfection - small, deliberate flows woven into Lalique's otherwise immaculate aesthetic.
This friction between polish and disruption reveals something fundamentally human: luxury rediscovering its own roots, the place where imagination and craftsmanship have always quietly collided.
We envisioned a Christmas ball held within Lalique's castle - a poetic setting where architecture, light, and form converge into something almost dreamlike. Through AI-generated design and architectural thinking, we gave Lalique's mythic essence a contemporary shape.
At the heart of the concept lived the paradox of imperfection - small, deliberate flows woven into Lalique's otherwise immaculate aesthetic.
This friction between polish and disruption reveals something fundamentally human: luxury rediscovering its own roots, the place where imagination and craftsmanship have always quietly collided.
Insight & Approach
Objective
In collaboration with architect and AI designer Amir Hossein Noori, we wove a narrative for Lalique, the storied French luxury maison. Through AI-generated architecture and visual storytelling, we reinterpreted the brand's codes through a contemporary cultural lens - where heritage meets imagination.
Lalique moves across glassware, jewelry, perfume, and hospitality, each pillar a distinct facet of a singular identity. Yet this richness carries its own strategic tension: how do you draw such diverse expressions into one cohesive emotional world?
The goal was not only to visualise a thoughtful strategy, but also to showcase a considered approach to architecture - truly translating design and craftsmanship of Lalique.
Lalique moves across glassware, jewelry, perfume, and hospitality, each pillar a distinct facet of a singular identity. Yet this richness carries its own strategic tension: how do you draw such diverse expressions into one cohesive emotional world?
The goal was not only to visualise a thoughtful strategy, but also to showcase a considered approach to architecture - truly translating design and craftsmanship of Lalique.
metaphor is a small myth