INSIGHTS FROM OUR LEADERS
Summer Topics
#1 🧸 FRANCESCO OPENS WITH...
...What an Ugly Little Creature Teaches Us About Value
My daughter is almost seven, and she’s a saver. Her glittery piggy bank is filled with tooth-fairy coins, birthday bills, and the odd stray euro. Last month, she decided to spend a big chunk of her savings on one thing. Well, two actually: two Labubu figurines (from Pop Mart). The name rang a vague bell. It’s a toy figure with a grumpy grin, oversized ears, and a vibe that’s somewhere between weird, ugly, and inexplicably cute. For about a year now, it’s been the thing to have.
My first reflex was parental cynicism: yet another fleeting TikTok craze, complete with blind boxes (or bags), limited editions, and an inexplicable pull on both kids and twenty-somethings. But her conviction was simple and sincere. She had saved up herself, and she was happy with her choice. So I decided to try and understand this odd little creature a bit better. And suddenly, it became a mirror.
Labubu isn’t a hype. It’s a symptom.
In a world where everything gets bigger, faster, and more expensive, desire itself shrinks. Big dreams drift further away: a house, a car, security. So we cling to little treats. What used to be a leisurely lunch with wine is now a six-euro iced matcha. Culture-watcher Eugene Healey calls this the “little treat culture.”
In times of inflation and uncertainty, mini-moments of control become a new kind of luxury. No need for a costly status symbol, just a small paper bag with something that makes you smile for a moment. Even if it’s a strange figurine with exactly nine teeth (that’s how you recognize the authentic ones versus the “Lafufus”).
That’s what you’re buying when you buy a Labubu. For my daughter, maybe it was an impulse. More likely, it was a reward. A reward for saving. For waiting. For choosing. Her Labubus are tangible proof of autonomy. They’re rare, physical, and just odd enough not to blend into the polished timelines of digital perfection.
What struck me most was this: Labubu isn’t pretty. And that’s its strength. It’s vulnerable. It wants to do well, but doesn’t always succeed. “Kind-hearted but often achieves the opposite,” says its official description. Maybe that’s why we relate. In a digital world that gets sleeker, faster, and more artificial by the day, authenticity is no longer about perfect design. Authenticity is friction. Clumsiness. Labubu is almost embarrassingly sincere.
As AI floods us with dazzling visuals and seemingly flawless personas, the hunger for something real is growing. Labubu is just as commercial as any other branded product, but it’s also a story. Something that stands out above the fake clutter. Something that, in all its imperfection, actually touches us. Flipbook master Joe Burns calls it “the sloppening”, the feeling that everything is blurring into one big soup of generated content. That paradoxically makes space for something tangible, scarce, and unpredictable. Something that, in Belgium since last year, has become a real collectible with real meaning.
And so she bought two. Not because her parents suggested it. But because she felt it herself. Maybe that’s what value means today: something real, however small (or strange).
Something imperfect, something you choose for yourself.
- Francesco Caccamese, Strategic Director
#2 🎨 MARIEKEN'S ARTICLE : SHORTS ON, ART OUT !
Art is no different: summer has barely begun when Zomer van Antwerpen places you on a theater bench right next to Antwerp airport. During the play, small sports planes and even a TUI jet fly over your head. Artworks, too, leave their museum halls behind and join the crowds on the seafront in Knokke-Heist. With Sculpture Link, Barry Flanagan’s bronze hares take over the town.
Just as we lace up our hiking boots in summer, art seeks out nature in the Bois de la Cambre. Forêt Monumental brings massive installations into the woods, blending seamlessly with the trees.
And now, apparently, a whale has washed ashore on the Pukkelpop festival grounds. The artwork parties all weekend long and is part of Wij zijn de Walvis, an initiative aimed at breaking the taboo around mental vulnerability.
As project ambassador, actor and theater maker Wim Opbrouck invites festivalgoers to add their own layer of paint to the whale and share their personal stories.
- Marieken Maes, Business Director
#3 📱 LESS SCROLLING, MORE LIVING ? LORE THINKS SO.
A Must-Listen, If You Ask Me!
Need a conversation starter for your next lunch with friends or colleagues?
Ask everyone to check their screen time. I bet you’ll hear instant justifications like “But I use Waze every day for work”or “The kids watch Netflix on my phone.” But then ask yourself: how much (precious) time are we really spending on that smartphone and specifically, on social media? And don’t we all, deep down, feel that in this case less might actually be more?
In a world where social media feels impossible to escape, I found summer the perfect moment to reflect on my own use. A news story from Australia, where social media is now banned for under-16s, got me thinking. And then a friend sent me a podcast: “Are our phones making us miserable?” I listened, ironically on my phone and came away with insights worth sharing:
Netflix movies are now intentionally written with slower plots so people will feel free to pick up their phones. They even use audio cues to reel your attention back at the right moment, so by the end, you still think you’ve followed the whole story.
If quitting social media altogether feels impossible (and the professor in the podcast agrees it’s not the only solution), at least reflect on when you’re using it: scrolling first thing in the morning can hurt your productivity all day long, while scrolling half an hour in the evening has less impact.
Think about what you’re not doing while you scroll, you’re not reading a book, not talking to your partner, not really hearing what your kids are saying. Are those the choices you want to make?
If you’re going to scroll, avoid mindless scrolling. Look for actual content: read the captions instead of just glancing at the images. It deepens your engagement.
“Scrolling gives you a dopamine kick, just like a slot machine. Every like makes you crave more. That’s what makes it so hard to stop,” I read in a magazine. The podcast suggests: instead of just liking someone else’s moment, go out and do the thing yourself. Someone posts a photo of a walk? Go for a walk instead of just liking theirs.
But honestly, don’t just take my word for it. Give the podcast a listen:
🎧 Are Our Phones Making Us Miserable?
And maybe… at the next company party, we should all hand in our phones at the door? 😉
- Lore Meert, Business Director
#4 🥐 48 HOURS IN PARIS WITH PHILIPPE :
"I'm a sucker for bulletpoints, post-it notes, and crossing it all off. Was it too much? Nope, the more the merrier is almost the definition of Übercreativity. And I like to repeat myself: optimists don’t fear their plans ;-) Cheerio potatoes ! "
Artists
David Hockney: Iconic British painter, famous for his colorful landscapes and modern portraits that play with perspective and light.
Wolfgang Tillmans: German contemporary photographer known for poetic, experimental images, ranging from intimate portraits to abstract visuals.
Céleste Boursier-Mougenot: French artist creating immersive installations that combine everyday objects and sound, transforming spaces into sensory experiences.
Ernesto Neto: Brazilian artist specializing in organic, interactive installations that blend sculpture and architecture.
Museums & Venues
Fondation Louis Vuitton: Contemporary art museum in a Frank Gehry-designed building, hosting temporary exhibitions and modern collections.
Centre Pompidou: Iconic modern and contemporary art center in Paris, famous for its industrial architecture and diverse permanent collection.
Bourse du Commerce: Historic monument hosting contemporary art exhibitions, including the Pinault Collection.
- Grand Palais: Paris landmark hosting prestigious temporary exhibitions and major cultural events.
Restaurants & Cafés
Creatures: Trendy Parisian spot known for inventive cuisine and creative cocktails in a lively atmosphere.Restaurants & Cafés
Blueberry: Cozy café specializing in brunches and desserts, perfect for a sweet break or coffee with friends.
- Dokidoki: Japanese-style bar offering imaginative drinks and a kawaii décor inspired by pop culture.
- Miznon: Popular restaurant serving hearty pita and modern Mediterranean dishes, perfect for a casual bite.
- Philippe Fasse, Executive Creative Director
#5🔥 HOT SUMMER READS - MELISSA'S PICKS.
Why Spice Romance Is So Popular This Summer ?
As temperatures rise, so does the craving to dive into a good book. And interestingly, more and more women are choosing not literary heavyweights during the summer, but rather steamy spice romance novels. Think: tantalizing tension, female perspectives, and yes, a generous dash of erotica. But smartly told, with layered characters and relevant themes.
According to recent articles in the Belgian press, the erotic novel genre is experiencing a real surge. What used to be hidden discreetly under a beach towel is now proudly read on planes, in gardens, or simply on e-readers in the train. No shame, no taboo. On the contrary: the genre has evolved into something women find empowering.
And you can tell from the stories themselves. These books are often written by women, for women. The main characters are independent, outspoken, and complex. It’s not just about romance or erotic tension – these are stories about desire, self-discovery, setting boundaries, and daring to choose what you really want.
I also let myself get carried away. Besides a thriller and a management book, I packed Alle golven in mij by Uwe Porters in my holiday suitcase – and honestly? Devouring 325 pages in two days under the warm Spanish sun, on a family vacation… that says enough. It reads like a train, but makes you reflect longer than expected. Yes, there’s spice – but above all, emotion, strength, and beauty. Exactly what you sometimes need to get out of your head.
So, let the genre surprise you this summer. Not a guilty pleasure, just pure pleasure. Want to get swept away too? Here are a few summer must-reads:
Poetic, sizzling, and vulnerable. A woman balances between skin hunger and grief, between forgetting and feeling. Sensually written, with a haunting undertone that lingers long after.
Miranda July – All Fours
A literary and erotic adventure about a woman who temporarily lets her life (and desires) spiral out of control. Layered, absurd, and surprisingly relatable.
Colleen Hoover – It Ends With Us
Not purely spice, but an emotionally charged novel dealing with themes of love, trauma, and resilience. One of the most talked-about novels of recent years.
My 2 other summer reading adventures:
Management book: In de ban van succes – Leslie Cottenjé
As a female entrepreneur and leader, I found this book refreshingly honest and incredibly inspiring. Not a glossy success story, but a sincere look at what it really means to grow, fail, and keep going. A must-read for anyone wanting to combine leadership with humanity and ambition.
TIP: Her second book, Dansen op een koord, is coming out this fall – an ideal read for a rainy autumn weekend.
Thriller: De perfecte scheiding – Jeneva Rose
A perfect page-turner for those who enjoy a light thriller with a touch of dark humor. As a genre fan, I found the plot less surprising, but it reads smoothly and still manages to pull you in. Perfect beach read, but not one to keep on your bedside table.
- Melissa Bekaert, Managing Director
