The Journal
Creators Time – Part 2
Shipping and delivery conditions
IN THIS SECOND INSTALLMENT OF “CREATORS TIME”, WE TURN THE SPOTLIGHT ON LAUREN ISABEL, CREATIVE DIRECTOR AT ZURICH-BASED STUDIO SYNQ, AND TAKE A LOOK BEHIND THE SCENES OF HER LATEST PROJECT WITH IWC SCHAFFHAUSEN
“I always knew from a very early age that I wanted to do something creative. It’s the earliest thing I have always been certain about. I knew I wanted to work in fashion. I knew I wanted to work with other creatives. And for a while I wasn’t sure if it was possible for me to pursue a creative career path in Switzerland.”
— Studio Synq’s Lauren Isabel wearing the 41-mm Pilot’s Watch Chronograph 41 Ref. IW388113
THE RIGHT PLACE AT THE RIGHT TIME
WHAT’S YOUR BACKGROUND?
I went to university to study fashion graphic design in England. And after my time abroad I realized that I wanted to take the same creative energy that I had in the UK and bring it back to Switzerland.
Growing up here, I felt like my passion and creativity was often dampened by people around me and I believed that working in a creative field wasn’t a viable career path for me.
After studying in the UK, I really felt like I was at the right place at the right time, and that my passion for the arts and for fashion was something that I could pursue in a career full time.
HOW DOES THE CREATIVE INDUSTRY DIFFER IN SWITZERLAND AND THE UK?
One of the biggest differences I felt while living in the UK was that the creative industry really thrives on collaboration and this pool of creatives working together. For the first time, I felt like I was a part of a crowd of people who truly understood me and my vision. And I wanted to take that feeling back to Switzerland.
I always knew there were so many incredible creative, talented people but they just didn’t know where to start. It needs a few people to just light a match and get people working together. This whole aspect of collaborating and building a creative scene together is something that we’ve been cultivating for the past years.
NATURAL MAGNETISM
YOU HAVE A TALENT FOR FINDING THE RIGHT PEOPLE FOR YOUR PROJECTS…
I have always liked to surround myself with people who are equally passionate as me. Those are the people I connect with the most. Those are the people I want to spend time with. When I feel that passion within someone, it just draws me to them. It’s a natural magnetism.
Working in that kind of environment is so rewarding. I think I have the gift of seeing that in other people – this raw talent and passion. I’m also quite a nurturing person. When I see talent and passion like that, I want to give it a platform. I want to help people succeed.
HOW WAS THE SHOOT WITH IWC?
The shoot was amazing. We had such a good energy on set. Seeing everyone creating together. It’s magic when everything just falls into place. For this production with IWC, it was important to me to have a really young team on board. Obviously, I’m a young creative, myself, and I work mainly with people who are a similar age to me.
— The Pilot’s Watch Chronograph 41 Ref. IW388113 features a black dial and stainless steel case and bracelet
— Time is precious: Lauren Isabel recently directed a photo shoot with IWC
GENERATION OF CHANGEMAKERS
WHAT DOES IT FEEL LIKE TO WORK FOR A BIG BRAND LIKE IWC?
It’s amazing that IWC sees potential in us young creatives and the next generation of changemakers and of talent that is going to drive this industry forward. I feel extremely honoured that we got to produce this together.
WHAT MADE YOU CHOOSE THIS IWC WATCH?
When I was choosing a watch from IWC, I knew I needed something that I can wear with all versions of myself. Sometimes I like to lean into my more feminine side and sometimes more masculine. That’s why this pilot just felt right for me.
WHEN IN YOUR LIFE WOULD YOU HAVE LIKED TO STOP TIME?
If I had the choice to experience that one moment for just a little longer, it would be right now. I feel like there’s this change and energy within me and amongst all of my peers and people that I love working with.
I feel like we’re on the cusp of something so special. And before everything gets too crazy, I really want to enjoy that moment for just a little longer.
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