Data Curation
for Future Inspiration

L'Oréal's headquarters at 14 Rue Royale stands as a monument to the brand's history, but the company needed a space oriented toward the future. The project transformed their original 1938 birthplace into a creative hub, addressing a critical challenge: L'Oréal's extensive archive often left teams paralyzed rather than inspired. Le Visionnaire functions as a curatorial filter using machine learning to navigate the company's archive, allowing employees to pull inspiration from the past to inform future strategy.

The experience bridges physical and digital interaction through La Route, a cabinet of curiosities with illuminated drawers for engaging with heritage products, and the Visionary Wall, a massive AI-driven canvas that can sort millions of images not just by keyword, but by visual composition—grouping them by color, shape, and pattern. This allows designers to build instant mood boards that can be saved to their employee badge and exported directly to their desk.

Studio: Local Projects
Team: Erik Mika (Creative Direction), Naomi Seixas (Project Management), Keeli Shaw (Production Management), Jaein Lee (Project Coordination), Frances Grogan (Content Strategy), Guillaume Marais (UX Design)
Role: Interactive Experience & Media Design
Partners: Moatti & Rivière (Architecture)
Year: 2023





About
Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York






What
I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how the brand looks and feels across every surface and atmosphere.






Get
in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com



About Me


I am a creative director working across brand strategy, identity, and experience. Formerly at Bruce Mau Design, Local Projects, and 2x4 — now working independently across culture and commerce.

Co-founder of speaklow, a curated gallery in a historic Brooklyn brownstone featured in T: The New York Times Style Magazine.

Saigon — New York


What I do


Strategy — I define what a brand stands for by surfacing its core tensions and building the frameworks that sustain it.

Identity — I translate the strategy into visual systems, rigorous in structure, nuanced in feeling, and refined through craft.

Experience — I extend the identity into physical space, shaping how a brand is felt across every surface and atmosphere.


Get in touch


Available for select commissions and collaborations — a direct creative partner to founders and leaders, from first conversation through final delivery. If what you're building demands
both craft and clarity, I'd love to hear about it.

duyphamk@gmail.com