The Øriginal Journal

People, ideas and places that open a window onto a more Øriginal way of living.

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ØBusiness

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Paper paths, mineral samples and a terracotta thread gather from many possibilities into one direction.

01 · ØBusiness

How to get unstuck when you’re starting a business or struggling to connect with your audience

Story

The advice is usually to narrow down. But what if the problem began before that?

“That advice is not necessarily wrong, but I think there is one step that often gets skipped before all of that. Before you close, you need to open.”

Lu · 6 min read

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“And that is the important distinction: I am not saying that you should build five businesses at the same time. I am saying that you can test five possibilities without fully building any of them.”

Sabrina Carpenter and Jonathan Anderson wearing Dior x A24 T-shirts for the partnership campaign.

02 · ØBusiness

DIOR x A24: Why Jonathan Anderson?

The plot twist you were not expecting.

“But there is a secret sauce that makes this choice a genius move.”

Lu · 6 min read

Miuccia Prada and Alessandro Michele watching Vogue World Milano from the front row.

03 · ØBusiness

What Is the Role of the Human When Robots Become the Norm?

Vogue World has opened a conversation that will eventually include us all.

“Everyone seems to be talking about Miuccia Prada and Alessandro Michele’s reactions to the robots at Vogue World yesterday.”

Lu · 4 min read

The Prada storefront beneath the illuminated arches of Milan’s Galleria Vittorio Emanuele II.

Story·ØBusiness

What happens when a store goes further?

Prada Galleria turns eight floors in Milan into a way of seeing how a product becomes part of a recognisable world.

“Together, they explain why this business could not easily be another one.”

Lu · 5 min read

An Hermès saddler working on a leather saddle at a demonstration bench.

Story·ØBusiness

Something interesting is happening in the luxury crisis

The numbers tell a story of slowdown. Look closer, and they may also reveal an opening for exceptional independent craft.

Lu · 6 min read

Two hands holding an iPhone Duo open and closed.

Story·ØBusiness

How to Raise Prices and Keep Desire Alive

The Apple strategy every craft brand should leverage

Lu · 3 min read

El Anatsui’s XOHANAMI filling the Vienna State Opera stage opening.

Story·ØBusiness

From Unwanted to Cool: How to Creatively Break Marketing’s Rules

The Vienna State Opera, Hermès and the difference between making something visible and making it noisy.

Lu · 7 min read