La Loule is less of a grandma and more of that friend you ring on a whim. To fully claim imperfection, the identity is signed with the left hand — as if scribbled on the corner of a table, three drinks in. Losing one’s bearings, embracing a backwards s, pushing aesthetics until it becomes semantics: it couldn’t have been more offhand if it tried. This direction could only exist thanks to absolute trust and a rare kind of creative freedom — a blank cheque given upfront, without detours or rounds of refinement.

A nude palette sets the tone for a space that’s almost a gallery — wine cellar, fine sandwich spot, brand, exhibition venue, a home for late-night sound and gatherings… and this is just the beginning.

The accompanying typeface, ABC Stefan by @abcdinamo, is a digital interpretation of artist Stefan Marx’s handwriting, embracing its variations and accidents — a gem in itself.