“To stay a DJ was not an option, then I met my wife, moved to London and then I met Nick Jones” Florian
Florian has worked in branding and commerce for nearly 20 years. He’s developed strategies to network brands into creative communities for BMW Group, smart, adidas, NY Times, Soho House Group, Jumeirah, Thompson Hotels. He is the founder of Leading Culture Destinations and the associated Leading Culture Destination Awards, a unique event that, in its inaugural year, has already started to feel like the ‘Oscars for Museums’. The transactional publishing platform celebrates the best cultural destinations and experiences around the world.
THC: What inspires you and why?
FW: I get inspired by things which are between the traditional categories we are used to – between music and architecture, between fashion and film or mobility and food and when I walk from a to b, in between my home and my destination. Do I float or do I travel? I guess life is not black and white.. it’s all shades of yellow.
THC: How did you get into your business?
FW: To stay a dj was not an option, then I met my wife, moved to London and then I met Nick Jones (of Soho House).. I guess the rest is history
THC: What are you working on right now?
FW: I am working on my ‘haute culture’ platform leadingculturedestinations.com a culture travel channel, a hybrid between publishing company and travel agency. And then of course our Leading Culture Destinations Awards, it will happen again Oct 9th in London lcdawards.com
THC: Who’s your hero or icon?
FW: Werner von Braun was amazing, first he worked for Fritz Lang as a set designer for Metropolis and then he was the first man who brought a man onto the moon (Nasa). Also James Turrell and Robert Rauschenberg inspire me. Not least my dad who went through a transformation in the past few years.
THC: Where’s your favourite spot around the world?
FW: Salins Ibiza, Mexico City, South Kensington Club, in the arms of my baby.
THC: What’s your favourite injection of culture into a brand?
FW: Kusama for LV, LCD Awards for Jumeirah, Carsten Hoeller Soma & Soho House, Prada & Fundacione Prada, McQueen in V&A, Jenny Holzer & Helmut Lang, Standard Culture for The Standard.