Inspired by the unrealised ideas of innovator Cedric Price, whose ‘Fun Palace’ was the early blueprint for the Centre Pompidou, Ssense Montréal comes with a top floor café and will host book clubs and other interactive events. “I’ve been kind of obsessed with things that happen on the margins,” Koch said. “We can read what happens in London, Paris or New York, but not in cities like Montréal, Portland or Belgrade. A lot of the content we do for this place would work whether you’re in Paris, Montréal or Seoul. Ssense operates in a field that’s completely globalised. It’s a mixture between local sensibilities and global ambitions. The idea is that there will be more spaces like this worldwide, so you would always have a mix of local content – trying to correspond with the city – and stuff that can work globally. What I find so charming is that this building is here in Montréal. It’s a sentimental thing. That’s my theory but I cherish that idea.” As far as Atallah was concerned, “I have a feeling it’s going to become a sort of landmark,” he told me
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In profiling themselves through an alternative artist like Arca – whose performance was created in collaboration with Prada with whom he has also launched a capsule collection available on ssense.com – they reflect the increasingly underground-to-mainstream progression of a new generation of consumers. “When you look at the data of Ssense, what says most is Gucci , Balenciaga and Off-White , who somehow have created a relevance among millennials and Generation Z, who now drive all the sales,” Joerg Koch told me. The founder of the Berlin-based cult magazine 032c, he has served as editor-in-chief of Ssense for nearly three years, rethinking the ways retailers create editorial content. “These brands communicate in different ways than traditional luxury houses. For me it’s interesting to see this: either you get it or you don’t get it, and the brands that don’t get it are like luxury zombies. Their business model is dying out.” As an outsider looking in on Ssense the message is...
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