Challenger Thinking
Conversations with those shaping tomorrow — A look inside the minds of visionaries, disruptors, and brands redefining luxury and lifestyle.
What the Rebranding Process Actually Requires
Rebranding is not a creative exercise. It is a business investment with a creative dimension. Done in the right sequence, with the right commitment at each phase, it produces brands that earn pricing power, create real distinction, and compound in value over time.
Natsai Audrey Chieza Is Designing Alongside The Living World
Natsai Audrey Chieza founded Faber Futures on a proposition that remains genuinely radical: that design, applied to living systems rather than objects, can reshape not just what things are made of, but how, where, and for whom they are made.
The Inseparable Halves: Tomos Parry on Craft and Commerce
The chef-owner of Brat and Mountain on Welsh identity, elemental cooking, and why business and creativity are inseparable halves of the same ambition.
Queena Wong on Founding Curious Vines for Women in Wine
Queena Wong on founding Curious Vines after a decade in the City, the gaps she found in the wine trade, and what champagne taught her about feeling.
SURI: Disrupting Oral Care with Design and Sustainability
Billions of toothbrushes end up in landfill every year, yet innovation in oral care has long stalled. Former P&G colleagues Gyve Safavi and Mark Rushmore set out to change the story with SURI — elevating the toothbrush into a stylish, sustainable, and high-performing daily ritual.
On the Limits of Scale in Challenger Brand Strategy
Challenger is a mindset, not a size — or so the theory goes. In truth every challenger works inside a narrow corridor: below it the challenge can't be heard, above it it won't be believed. Here's how to find yours before you hit the wall.
As Co-founder of SevenRooms, Allison Page is Rewriting The Rules of Hospitality
Allison Page is reimagining hospitality for the digital age. As Co-Founder of SevenRooms — the platform recently acquired by DoorDash in a $1.2 billion deal – she has helped shift the industry from transactional service to personalised connection.
Pauline Vicard is Curating the Divergence with Areni Global
Co-founder and executive director of Areni Global, Pauline Vicard is building a research and action institute for fine wine, a convening space where unlike minds meet. We meet the founder.
Loïc Le Gaillard on Building Ladbroke Hall Where Culture Meets Community
The founder of Ladbroke Hall discusses moving beyond the traditional gallery model to create a space where art, design, performance, and hospitality converge, and how the Sunbeam Project is making culture accessible to everyone.
Frieze Director Eva Langret Is Steering The Global Arts Fair Through a Time of Change
Since 2019, Eva Langret has been instrumental in defining Frieze’s European identity – first leading Frieze London, and now as director for Europe, the Middle East and Africa – guiding the brand toward greater openness, diversity and cultural dialogue at a moment when the arts feel more vital than ever.
Jasper Smith on Arksen, Adventure Yachts and Redefining Luxury Through Purpose
Jasper Smith doesn’t build yachts for show. With Arksen, the entrepreneur and former PlayJam founder is reimagining luxury adventure through sustainable design, science-led expeditions, and real-world impact. He speaks candidly about the climate crisis, the role of tech, and how exploring the wild with his children helped inspire it all.
Tim Marlow on How the Design Museum Is Reframing Its Brand, and the Role of Cultural Institutions
As the Design Museum prepares to open its doors to 'Blitz: the club that shaped the 80s', CEO Tim Marlow reflects on what a design institution should be in a world radically different to when the museum first opened its doors. His mission? To make design relevant, diverse and resonant in contemporary culture.
From Concept to Cult Brand: Chotto Matte Founder Kurt Zdesar on Winning in Hospitality
Kurt Zdesar knows how to build a restaurant brand that lasts. As the founder of Chotto Matte, he’s turned immersive dining and strategic global expansion into a winning formula. We spoke with him about creating experiences that go beyond the plate — and what it takes to grow with intention in a competitive market.
Beyond Exhibitions: How Museums Like Triennale Milano Shape Society
In this wide-ranging conversation, Triennale Milano president and architect Stefano Boeri reflects on the vital role of cultural institutions in shaping civic life. He explores how design, architecture, and the arts can challenge dominant narratives, foster critical dialogue, and ultimately contribute to building a more inclusive and forward-looking society.
BIG’s Vision for the Future City Is Bold, Sustainable, and Built for People
Telosa is an ambitious new city designed by architect BIG (Bjarke Ingels Group) and led by entrepreneur Marc Lore. Planned to rise in the American desert by 2050, it proposes a fresh model for urban life rooted in sustainability, social equity and innovation. With human-centred design and a bold for-profit approach, could Telosa become a blueprint for future cities? BIG’s Alana Goldweit shares insights into the project’s evolving vision.
Seedlip Founder Ben Branson on the Budding NoLo drinks Landscape
As founder of Seedlip, Ben Branson was among the first to champion no- and low-alcohol spirits, blending design, storytelling, and a deep knowledge of botany to create a globally recognised brand. He reflects on the rise of mindful drinking, the 'sober curious' movement, and the role of innovation in shaping the industry's future.
How Rolls-Royce Envisions the Future of Bespoke Luxury
With a £300m investment in its Goodwood home and a growing appetite for bespoke commissions, Rolls-Royce is leaning fully into the future of personalised luxury. We take a closer look at how the marque is rethinking craftsmanship, storytelling, and the role of the car as a deeply individual expression.
Decoding Modern Luxury: Inside Bentley’s Design Vision
In conversation with the former Bentley design director, Stefan Sielaff, we explore how the marque is redefining luxury for a new era. Moving beyond traditional opulence, Bentley focuses on craftsmanship, sustainability, and innovation to meet the evolving expectations of contemporary consumers.
Mirror Margarita: A Surrealist Twist on a Classic Cocktail
Hacha Bar’s Mirror Margarita reimagines the classic cocktail with a crystal-clear appearance that belies its complex flavour profile. Inspired by surrealist art, Spinach Branding crafted a visual identity and digital presence that mirror the drink’s unexpected clarity and depth, turning a familiar favourite into a modern, memorable experience.
