Habitat // Hypebeast

Director / Creative / Art Direction

— 2024 / 2025

Habitat approached Hypebeast with the goal of reinforcing its design credibility and repositioning the brand as a true leader in the design space. The aim? To shift perceptions and reintroduce Habitat to a Gen Z and Millennial audience through a culture-first, design-led partnership.

In response, we developed The Curators — an ownable, social-first content platform designed to spotlight Habitat’s design credentials through the lens of respected tastemakers and curators from within our world.

Format One: Curated 5
We invited respected figures from our design and culture communities to select their top five pieces from three of Habitat’s latest collections. Each pick was brought to life through a snappy social video, blending stylised Hypebeast-shot product stills with voiceover from the curator. In their own words, they shared why each item resonated with their personal style, aesthetic, and creative approach.

60th Anniversary Collection

Lighting Collection

William Morris Collection

Format Two: Creative Alcoves
In this series, we stepped into the homes and studios of culturally credible creatives — from visual artists to designers — to discover how interior spaces shape and inspire their work. These intimate films gave our audience an inside look at spaces that reflect each creative’s process, with Habitat pieces woven naturally into the setting. As they walked us through their space, they spoke about how their surroundings and select Habitat pieces help unlock new ideas and fuel their creativity.