In late 2023, I supported Maison Alaïa in the conception and coordination of a curated editorial activation in partnership with Rare Books Paris. Designed as a quiet yet powerful gesture, this project introduced a rare book selection into Alaïa’s flagship stores in Paris and London — transforming retail spaces into sites of cultural resonance. The curated collection featured out-of-print titles spanning fashion, art, photography, and architecture — many drawn from the personal references of Creative Director Pieter Mulier. Each book was presented in custom-spotted wraps and accompanied by leather bookmarks crafted by the Maison, reflecting Alaïa’s commitment to detail and craft. This activation deepened the emotional connection between brand and visitor, offering a refined and intimate experience where cultural storytelling met retail space — and elevated the client journey into a moment of quiet discovery.