In collaboration with architect and AI designer Amir Hossein Noori, we created a narrative for Lalique, a French luxury maison. Using AI-generated architecture and visual storytelling, we reinterpreted the brand’s codes through a contemporary cultural lens.
Lalique operates across glassware, jewelry, perfume, and hospitality—each pillar expressing distinct facets of identity. Yet this richness creates a strategic challenge: how to unite diverse expressions under one cohesive emotional narrative.
“Metaphor is a small myth” - Collaboration with AI Design Studio AHN
The concept played with the "paradox of imperfection"—mixing small irregularities into Lalique’s refined aesthetic
INSIGHT & APPROACH
This tension between polish and disruption reveals something fundamentally human: luxury reconnecting with its roots, where imagination and craftsmanship collide.
We envisioned a Christmas ball at Lalique’s castle—a poetic setting where architecture, light, and form converge. Using AI-generated design and architectural thinking, we brought Lalique’s mythic essence into contemporary form.
© 2025 Rufina Fakhritdi
The core insight: humanity gravitates toward myth, especially during the holiday season. People crave small pauses—moments of escape into a more poetic world. Inspired by philosopher Giambattista Vico’s concept that "a metaphor is a small myth," we approached mythology as a living system of meaning embedded in every detail.
