Defining an unconventional creative project and making it a reality.
Developing an open structure which fosters creative experimentation.
Identifying the new contemporary creative areas and their dynamics and connecting them to the project.
Developing a sound yet disruptive identity which conveys the innovative spirit of the project.
When a brand structure is developed on a grand scale, it runs the risk of losing the freedom and adaptability of the small, the flexible, the unexpected. SUOT STUDIO is one of those difficult-to-define projects because that is precisely its objective: to defy all norms. It took shape on the personal initiative of Marta Tous, the art director of the company, as a space for creative freedom, beyond the boundaries of the TOUS brand, guided by the desire to channel the artistic energy which cannot be so easily developed, to its fullest potential, inside a large-scale business structure.
The very name SUOT STUDIO, created and designed by Nadie, comes laden with strong symbolism: wanting to turn the accepted thing on its head and adopt new perspectives. The aim of SUOT STUDIO goes far beyond direct economic considerations. It is a platform whose purpose is to experiment with, test, learn from and exercise raw creativity which is not in pursuit of a straightforward commercial transaction, but which has been the strong driving force behind the brand since the very beginning.
The project is both a means of escape and of conquest, an open door to collaboration and to connection with different disciplines and relevant creative fields such as art, design, craftsmanship and fashion. While remaining true to the same jeweller’s heart that it shares with the brand, its intention is to establish a constant dialogue with other creatives who will provide new points of view and enrich creativity in a non-predetermined two-way flow.
SUOT STUDIO is difficult to define because it is a project which is always on the move, highly experimental, whose only constant is change and movement. It is a live creature which Nadie has built based on those values, providing it with a vision to drive it on without setting a fixed pathway. Capable of connecting with new target profiles and their new relationship and communication environments.
Our role has been to research, explore, develop and capture the strategy of the project, and to guide its implementation working hand in hand with the creative team led by Marta Tous, helping to define its conceptual universe and planning its development so as to turn it into a tangible reality, with its own 100% international benchmark ecosystem.