Life and death in the brand universe
All I care about are experiences. I want a brand that makes me feel something! Anything!” I was having a glass of something white, cold and crisp with a good friend at the Chiltern Firehouse last week (yes, the spot has picked up a little heat again; keep up) and we were talking about our usual: clothes, art, cars, our children, magazines and whether or not anyone stays up later than 1am any more. (You do? Huh.) We’re roughly the same age – he’s Swedish, lives in New York, loves a cashmere-blend overcoat, runs a fashion label, while I’m English, hate avocados, grew up on the graphics of the ZX Spectrum and embarking on a career pivot – and whenever we get together we play what I like to pretentiously describe as…