“Off the Cuff” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.
The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. This edition features Alex Assouline, president of New York-based luxury publishing house Assouline.
In this Q&A, Mr. Assouline, appointed to his new role earlier this month, discusses the enduring experience of physical books, the craftsmanship shared by both luxury giants and local artisans, and enjoying life with food, friends and travel.
Here is the dialogue:
What was your first job ever? What did it teach you?
Right after graduating college in 2014, I joined the design team at Assouline to work on books. It taught me attention to detail and visual structure, and the analytical research helped shape how I think — structuring my mind to understand and synthesize information with the right perspective.
Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
Curiosity drives everything I do — I like to approach projects from a 360-degree perspective in order to challenge ideas, as understanding the future implications of even the smallest decisions is critical. I gained these skills mostly in the workplace, growing into my role at Assouline by nurturing each project with genuine care and attention.
I also took a year away to work in business development consulting a few years ago, and it played a key role in sharpening my perspective. It broadened my understanding of different business environments, which helps me bring a stronger, more independent outlook.
What is the best piece of advice you’ve ever received?
Trust your instinct, take a moment to break down your ideas and then rebuild them from scratch. This process allows you to gain clarity on your thoughts and initial plans. Challenge yourself right from the beginning and refine your concept so that it becomes its best version.
What recent projects have ignited your passion for working in luxury?
Our recent project creating beautifully handcrafted Ultimate Collection books celebrating the 100th anniversary of Loro Piana reignited my admiration for the craftsmanship and attention to detail that goes into the creation of every single product in the world of luxury.
What I love about Assouline is that we find this dedication not only when working with brands like Loro Piana or Louis Vuitton, for example, but also in local artisans around the world, such as embroiderers in Uzbekistan or textile artists in Rajasthan. These projects drive us to create products with the same quality, passion and emotion.
Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
I'd love to meet Bob Iger – I am fascinated by his leadership at Disney. As the storytellers of modern times, I admire how they continually adapt to the changing landscape of entertainment.
I would take him to L’Ami Louis, at the back corner table, for a long and leisurely lunch.
How do you get into the right mindset before a big meeting or presentation?
My best motivation is to read recent press articles about Assouline. Seeing how the world sees and speaks about our company makes me feel proud of what we’ve accomplished, and inspires me to do even better and grow even further.
On your days off, what can you be found doing to relax or have some fun?
On the weekends, I like to go to a nice restaurant to enjoy a long dinner with friends. I also love to travel, though I usually tie work into the trip in some way.
How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
As someone who has grown up within the Assouline universe, my relationship with luxury has been shaped by our brand's evolution.
I think that today, luxury is about exclusivity and meaningful experiences that leave a lasting impact. This is exciting for Assouline as we continue to create new books with the intangible qualities luxury buyers are looking for, as well as developing unique services like a fully customized and curated luxury library design offering.
We are growing alongside the luxury sector’s digital evolution, with last year’s release of our "Culture Lounge" podcast and Assouline digital magazine. That said, we feel there will always be value in the tactile and physical experience that our books provide, and think the majority of luxury consumers feel the same way.
What does luxury mean to you?
Luxury is quality and care, which is put into every detail of a product and the experience surrounding it.
Whether a product or service/experience, what is your favorite luxury indulgence?
My favorite indulgence is to take a weekend getaway to a small, off-the-radar hotel, taking time for exploration and to experience a new area. I’m currently in Riyadh for the opening of our new Maison Assouline here, and am really enjoying exploring Diriyah.
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