In an exclusive interview, Alex Assouline, the newly appointed president of the prestigious New York-based luxury publishing house Assouline, delves into his career path, personal insights, and the future of luxury. This conversation offers a rare glimpse into the world of high-end publishing and the dedication to craftsmanship that defines Assouline’s success. Through this dialogue, readers gain a deeper understanding of what drives Assouline’s passion for creating timeless pieces and how he envisions the evolution of luxury in the digital age. His reflections on leadership, creativity, and the importance of meaningful experiences provide valuable lessons for anyone in the industry.
Alex Assouline's journey began right after college when he joined Assouline's design team. This early experience taught him the importance of meticulous attention to detail and visual structure, shaping his analytical mindset. Over time, his role expanded, and he developed a 360-degree approach to projects, driven by an insatiable curiosity. Assouline credits much of his growth to hands-on experience within the company, but also acknowledges the value of stepping outside his comfort zone. A year spent in business development consulting broadened his perspective, equipping him with a more independent and versatile outlook on different business environments.
Assouline emphasizes the significance of trust in one's instincts and the power of breaking down ideas to rebuild them from scratch. This advice has been instrumental in refining his concepts and ensuring they reach their full potential. One of his recent projects that reignited his passion for luxury was the creation of the Ultimate Collection books celebrating Loro Piana's centennial anniversary. This project highlighted the intricate craftsmanship and attention to detail that define luxury products. Assouline finds this dedication not only in collaborations with global brands like Loro Piana and Louis Vuitton but also in local artisans worldwide, such as embroiderers in Uzbekistan and textile artists in Rajasthan. These partnerships inspire Assouline to create products that embody the same quality, passion, and emotion.
When asked about a dream lunch companion, Assouline expressed admiration for Bob Iger, the former CEO of Disney. He is fascinated by Disney's ability to adapt to the changing landscape of entertainment and would love to discuss storytelling over a leisurely meal at L’Ami Louis. Preparing for important meetings or presentations, Assouline finds motivation in reading recent press articles about Assouline. Seeing how the world perceives and speaks about the company fills him with pride and inspires him to continue pushing boundaries. On weekends, he enjoys dining with friends and traveling, often combining work with pleasure.
Reflecting on the changes in the luxury sector since he started, Assouline notes that today, luxury is about exclusivity and meaningful experiences that leave a lasting impact. Assouline continues to innovate by creating new books with intangible qualities sought after by luxury buyers and developing unique services like fully customized and curated luxury library designs. Despite the digital evolution, Assouline believes there will always be a place for the tactile and physical experience provided by their books. For Assouline, luxury means quality and care in every detail of a product and its surrounding experience. His favorite indulgence is taking a weekend getaway to explore new areas, currently enjoying Riyadh and Diriyah for the opening of Maison Assouline.
Through his insightful responses, Alex Assouline paints a vivid picture of the luxury world, blending tradition with innovation. His emphasis on craftsmanship, meaningful experiences, and the evolving nature of luxury provides a compelling vision for the future. As Assouline continues to lead the brand forward, his dedication to quality and care promises to shape the luxury industry in exciting ways.
