A famous anthropologist once categorized all cultures as either ‘Coconuts’ or ‘Plums’. Coconut cultures, are tough to break into from the outside, but at the centre are soft, pulpy, and mushy. Some European and Scandanavian cultures have this same characteristic.
‘Plum’ cultures are easy to squeeze oneself into from the outside but have core beliefs (like the hard seed of a plum) that are hard to penetrate - reminiscent of Asian cultures.
Our work is like that – textured, with a strong sensorial quality. And at its core is solid cultural and strategic thinking.