What do you mean when you say “FLYING is a dream”?The dream is the essence. What I mean by that is when you look at America for example before being a country It was based on a dream.
Most Branders are dreamers. Ralph Lauren is telling a story of America through his clothes. He was a young kid from Brooklyn dreaming of an aristocracy, he was in love with Lauren Bacall and changed his name for her. In his own way he tells a love story, and it is magical. Fashion for him is just a way to materialize his passion. But you can work the same way in real estate, art , press magazine … When creating something such as a brand you express the most personal side of yourself.
The dream should be the base of any choices you make, financial strategies comes later and are there to serve that vision. It is important to keep your dream and constantly enrich it along the process. The more you do, the longer you are able to sustain it, the better your company.
Today there is to much of everything, everywhere… Those who are able to make a difference are those who bring more soul to what they do. It is also a way of life to be a dreamer. It makes you see things from above and Fly over ideas and projects. If you become a “professional dreamer” you can visualize how you want things to happen. It inspires you and makes you feel all is possible. Then when you go back to reality you are better prepared for any type of combat. The world is too aggressive not too allow yourself sometime for dreaming and developing your own secret garden. A brand is the extension of who you are, so by sharing it with people you are sharing an intimate part of yourself.
What kind of projects does FLYING work on besides the Eternity Tower? Can you give me examples of one of your innovative projects and what has made it innovative?As I said earlier Flying Eternity is a vessel for new experiences. Therefore there are a lot of concepts being developed within the Tower. Hotel, restaurants, Spa’s, sensory apartments… It is huge as everything has to be created abstractly in order to offer something very unique. As you know I like to keep a lot of mystery about Flying Eternity.
A restaurant concept I am working on at the moment is a room totally black where you will loose the sense of time space and limits, no lights in the room at all. Only a ray of light coming from the roof will circle your table. The only thing that you will be able to perceive will be the light all around you. I love simple and poetic concepts like that. When you asked me how does Art ties in FLYING simply look at the work of the contemporary artist Anthony Mccall and you will see where that inspiration came from.
What are FLYING’s codes and values? What kind of social behaviors do you feel FLYING is linked to?The world has changed; brands have penetrated deeply every aspects of our life. Far from being a superficial communication exercise, branding is now the central organizing principle behind many global companies.
New concerns and values are appearing. A new approach to luxury is needed. In the future there will be a need for more simple and poetic forms of expressions. There will be 2 main tribes in the future. The first tribe will embrace the future being sold to us today and go for the whole technological. The second one will aspire for a Future that will rather in its essence go back to our roots. FLYING is part of that second tribe. Our vision of the future is not a race ahead, but rather one that is slower in its approach to life. We don’t want to loose our roots and be surrounded by robots like we see in movies.
This is not the kind of future we want.
For your information there is a new project being developed in Korea. 25 Billion Dollars will be invested in creating a 100% technological city called “Songdo”. The concept is “a city exemplifying a digital way of life”…They call that High-Tech Utopia.
This is not FLYING at all!
Travelling to Africa for holidays and experience sleeping in a tree house is the future for us. We want to get rid of the unnecessary in order to capture the essential.
There is also a need in belonging to more ethical forms of adventures. People became very cynical towards brands and they are so right to do so. My hope is that FLYING will be well perceived and understood as something positive. Social behaviours need to change towards the environment and the choices we make when we consume daily. It is a luxury to feel in harmony with your environment. It is a luxury to feel good about yourself when you know you do the right choices. It is a luxury when you can truly feel the impact of those choices.
We have to change our over consumption and useless need to fill our lives with unnecessary items constantly.
As you can see I have an ambivalent relationship to the market and capitalism, I believe in it but we need better guides it is to complex now. This is the role of brands and it is therefore the role of FLYING to show on of the route to follow in the XXI st century.
How does FLYING and its projects improve people’s lives? It seems you intend to work toward building your brand slowly, through substance and word of mouth, encouraging loyalty. How do you think the most successful worldwide brands have done that?Jean Louis Dumas the ex CEO of Hermes has always spoken beautifully of his company. He said that “luxury is linked to the flow of time”. Hermes magic is based on high quality of course, but the major concept in it’s success is how they have achieved in mastering time… It is part of the ritual to wait for a Birkin or a Kelly bag. How amazing is that in a world where everyone is trying to deliver everything faster. They own time we can say, and time brings value to their product. Hermes is a true brand of the future.
I’ve also travelled to virtually uninhabited areas of other countries where, despite the lack of indoor plumbing and more necessary comforts, brands like Coke and Fanta abound. It is a strange commonality extending from rural Africa to metropolitan European cities… But I see what you mean by the importance, prevalence, and influence of brands. How did that lead you to create your own company though? How did you decide what the company would do, what it would produce, how you would run it, etc.? Did you find Coke’s presence in rural South America disturbing or inspiring?
I started the company when I turned 30, I felt it was time to start something on my own. It took me 3 years to pull together the whole company concept, link it to the right financial strategy and gather the perfect team.
Finding Coca Cola in desertic countries simply shows you how powerful that brand is in reaching the world and relating to so many people, there are certainly more disturbing things in the world than that… It is extremely inspiring because wherever you go you will have the same emotion and taste when drinking a fresh Coke. The level of quality is constant throughout the world. That is what a brand is all about.
I find disturbing one of the company message when they say that they consider their direct competition is tap water … it makes it clear on how ambitious that brand is…
What is the corporate structure at FLYING? Who is part of the company? How many people are FLYING employees? How many companies are involved with FLYING? Who are they?We position ourselves as a super-hub company.
Our attraction power resides in our capacity to gather the most talented and specialized resources that aim at manufacturing our ideas, dreams and concepts; therefore creating a reality. We at FLYING take in account all the parameters that can value the Equity of each brand. The Equity of a brand can be simplified as the Capital of Love you build in each consumers mind.
The structure is a dematerialized organization with the mean to build true value. We have a mix of operational structures and ideas and strategic structures.
When you look at the world you realize that a lot of companies have specialized in their own field as a result of strong competition. That is great world for young entrepreneurs. The "world is now shaped for dreamers" and those who have strong ideas! You just need to know how to take advantage of the system.
There is so much companies who have attracted great talents. Some are global other more local and it is a great game to assemble those companies with their own know how and link them through common brand name. One of the other major role for a Brand is in creating a coherence between all those companies and make them work for you with passion.
Flying Concepts defines the brand & artistic direction. Through that entity we create our concepts and gather the right companies and talents to manufacture them. Once the concept is built, the structure “FlyingVest” defines the financial strategies, economical model and business planning of each project. It is also a network of private investors throughout the world, who share our dreams.
For the FLYING Eternity Tower we have created the “Flying Towers Fund(SPC)”.
Are there different brands within FLYING? Or is everything under the FLYING brand? What are the different types of projects? What kind of visions do you turn into realities?FLYING is an aspirational brand.
FLYING is the brand and it works as a Great Seal. Historically Great Seal was special - it belonged to the monarch and all important business that the monarch did had a Great Seal attached. If a document had this seal on it, it had the monarch’s ‘seal of approval’; it contained the monarch’s wishes or commands.
Therefore when a project is labelled FLYING it means it holds our values and has been validated by the team as a suitable project for the world. The FLYING logo will always be very discretely apposed, like a royal seal.
Did you like learning business in that way? Who were your mentors/teachers? What did you dislike about the business? Why did you decide to strike out on your own, rather than continuing to build upon your family’s brand? What led you away from fashion?I had big ideas and I felt fashion was too superficial to transmit them. At that time they were just instincts. But travelling for my family opened me so much on the world. When i look back, it was the best business training ever. It is fantastic to see how Japanese people live, then travelling to South America and right after to USA… It gives you such a vision on humanity. At one point, you ask yourself what is the common point between all those people. For me it is our ability to feel emotions and emotions are born through our senses.
We all have the same ability to be touched by things, to cry to laugh to have an orgasm. We are all humans and we are all made the same way. It is just our perception of reality that is different that is depending on that perception of reality we are not all touch by the same things. But we hold this same inner ability.
When a movie is a success now it is a global success, it makes laugh or cry Japanese African or Americans. That means that there is something universal about the movie itself but also about us.
What are Flying’s goals though? What do you want it to be and to do?
FLYING was conceived with the idea to give full meaning to simplicity and to the relationship to our emotions and senses
When did you start this project? What is the Eternity Tower, and what does it represent to you? How does the Eternity Tower exemplify the Flying brand?
As I told you a brand is immaterial, FLYING is something totally immaterial.
To make a full experience of a brand there is nothing is better thanarchitecture. Therefore Eternity Tower is a first step in experiencing the FLYING spirit.
A tower based on the senses is a very primary concept .It allows you to get back in touch with your primary instincts.
What made FLYING Eternity Tower a strong project?We conceived this tower like a perfect product that could fit all needs and relate to all kind of cultures. This is what makes it unique. What made it strong is to ally a sophisticated brand strategy and a sophisticated financial strategy.
It is more than basic real estate, it goes beyond.
What will be different about Eternity Tower? What makes it unique?
Inspired by other iconic buildings throughout the world, Our vision is to create a new identity for the world, a space for vibrant dynamism; inspiring and defining for the future of the cities. As if capturing the stars from the sky… The FLYING ETERNITY TOWER is a perfect fusion of the earth and the universe, between the sand dunes and the stars. Significant to this development is the core concept of an entirely original, active, sustainable and mixed use urban tower. Our vision is one of warmth and humanity supported by the pillars of futuristic modernity, a natural coexistence; a place to truly live in.
A glimmering beacon of light and shadow, reflecting the most beautiful of timeless landscapes, this tower is a world away from the imposing arrogance of jagged edges and metallic severity so present in much modern architecture.
Sand dunes are eternal, comforting and almost sensual, giving a feminine aroma to the most masculine of architectural genres. The tower creates a link between our precious origins and traditions with an inspiring vision to a future where technology and design, shape a space where the well-being of its inhabitants is paramount.
For this the internal space of the ETERNITY TOWER is as crucial as the exterior. The apartment’s interiors are marked by elegant curves, transmitting a luxurious sensuality with a relaxing, stylish but welcoming atmosphere. The challenge was to be able to find a design that translated immediately the values of the brand concept.
To this end we have concentrated on creating a recognizable shape, texture and colour to unite the threads which make this tower a true BRAND. We wanted to find a shape that is beautiful and reassuring at the same time. The ETERNITY TOWER is oval, a universal shape of comfort, an eternal cocoon of maternal protection and nurturing.
The oval is also the perfect shape for the climatic elements, both the heat and the wind are tamed by the cocoon sphere. Its aerodynamics also means there is less tension absorbed by the tower’s structure Ethical-aesthetics is our inspirational goal; we want the community to identify with the values of the ETERNITY TOWER while being inspired daily by its existence. We want those who live and work in the “humanity’s” sphere to be nourished, challenged and invigorated every second of every day. This is what living in the future should be all about.
Of what is the FLYING Eternity a symbol? If it symbolizes sustainable development, is the Tower “green”? Is sustainability a form of art to you? Is that as beautiful and as inspiring as a physical work of art?FLYING Eternity is a promise in itself. A promise that our tower is a long lasting statement, a statement beyond the ephemeral architectures that we’re so accustomed to seeing. The classical yet futuristic shape of the tower, as well as the high quality of construction detail is an assurance of quality and long term investment”
Like NY? London? Paris? What would draw you to a city? A sense of desire for sustainable but beautiful and luxurious development? How do you gauge that interest? Where do you want to be?The circuit for international business man is the main cities such as NY, London, Dubai, Beijing, Monaco, Mexico, Sao Paulo, Tokyo… For our investors we wish to capture growth in emerging markets at first, so that will direct our main choices of implantation.
How will Eternity Tower uniquely incorporate sensory experiences into its design? Lighting? Smells? Etc.They will all be linked through a very sophisticated home automation system that will follow your way of life. Your room will slowly light up in the morning to help you wake up slowly.
Music and smell will fill spaces and corridors. Design will be very simple, the senses and emotions will act as design elements.
How will Eternity Tower rebuild relationships between people?
Through our ability to make them relax and also by the process of getting back in touch with there senses. When in Art exhibition of artists working on sensory installations, people immersed in such kind of art start behaving like kids again by being fascinated.
So you don’t see yourself as an artist? But you are artistic, aren’t you?I love to contemplate but also turn dreams into action. My artistic side nourishes me daily. What striked me in my artistic quest is constant research of the truth in emotions. When I was trained as an actor at the age of 19 in Los Angeles, the “Method” was based on relieving the sensory memory and imagination and unleash our capacity to react to imaginary stimuli. This "Method" is the core of conceptualization of the brands I create, they are by essence also abstract and immaterial entities.
I agree – lables seem so limiting, make one easier to categorize and make assumptions about…Exactly it is much more exciting to discover people with a virgin glance. In that
fantastic movie “Last Tango in Paris” with Marlon Brando there is this relationship between a man and a woman that meet in a secluded apartement without knowing anything about themselves, not even their name, and experiencing eachother…
So what is Flying? Is it an investment pool from which you can draw funding for any number of projects? How will you choose projects? If you are getting involved with architecture and biotechnology, and movies, what will help you narrow your focus so that you can produce one thing at a time, giving each your all?
The 3 main roles in FLYING are: Capturing investment, generating value through Brand Equity,redistributing profits. In the choices of our projects all is linked, there is a unity of choice and direction.
Richard Branson with VIRGIN does music, space travel, radio and biotechnology now. FLYING will be multi directional as well with a stronger sense of luxury.
What are these things that you see as art that embody that “new energy”? What is the new energy, and how will you and your company capitalize on and incorporate that into your work?I see art everywhere, even in the financial world. Some top levels people in Finance are artists as they are able to think and create abstractly and anticipate the future.
Art gives the opportunity to perceive the world differently. All those reality that we bring to the project nourishes it and this is how you make it come alive by feeding it constantly with emotions and information.
But in the end a good concept should be brought down to two words. The best concepts are when those two words are opposite in their meaning. Sensory-Tower is a total oxymoron. A tower is something quite inhuman and sensory is all about what humans are about.
Cagey – how about, where did you grow up? Where did you go to school, and what did you think about becoming when you were young?
I was raised in France and in the states. I was in a bilingual school when I was 5 so I was fluent at 7. Very early I came with my family in USA for holidays.
When I was 19 I left Paris to go to Los Angeles for 2 years as I was passionate with theater and acting. When I was young I was interested in so many things that for me acting was the best way to be at the same time a doctor, an adventurer, a knight or robin hood … The artistic quest is very intense but I need to be in action constantly and as an actor you wait a lot. So I realized it was not for me. That kind of education was essential though as it shaped me at a very early stage. Having an artistic education before a business one was key in order to apprehend the world.
With so many people already involved, how much will you take the reigns? You emphasize the lack of hierarchy at Flying, but any company needs direction and organization – how will you manage that going forward, especially as your company grows?
My role is to give the vision and strategy. The big picture so to say. But I am also involved in the daily development of the brand. I have to validate all the choices as I am a control freak but I leave people very free in the way they get involved in the adventure. I draw the lines in which they can improvise and give the best of themselves. I trust people a lot and give them strength to feel confident. I have created a beautiful project and company philosophy, it is a great tool for them to work with.
The best legal structure for me is to position myself within that Foundation as I don’t want to own anything. I want to be able to give back and support the causes that touches me the most.
Money can be a prison and I want to be free more than anything. I want to become the poorer billionaire in the world.
Dos Architects
Anthony Mccall
Philippe Rahm
www.nimerix.fr
