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Culture Strategy and Creative Studio London + Stockholm and beyond
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Recent posts
Our first episode of JOURNEYS in its entirety — florist and poet, @hamishpowell, talks about stumbling into floristry, finding his art in it and how he now pays homage to it by arranging and writing about them today.
We’ve collaborated with Hamish on projects, small and large, that involved florals and he’s transformed these experiences with his creations. His love and knowledge for and about flowers and plants is infectious.
Video and Edit: @borja.lapalma
Creative Direction and Production: @floraegyud @viktoriawyckman at @culture.defined
22 Nov 2024
CD JOURNEYS EP02: Benni Allan
In our second episode of Journeys, we meet @benniallan, a London-based architect and designer and a good friend of CD. When you meet Benni, he embodies everything you’d expect from a successful architect: sharp tailoring, his own practice, and a calm, kind and focused presence.
However, what you might not know is that the small hoop in his ear is a subtle nod to his formative years in Spain, where he developed his obsession for electronic music. Benni is one of the UK’s most sought-after young architects, working on projects worldwide with his practice, EBBA Architects. We spoke to him about his time in Spain, his drive for independence, and his deep connection to music.
The episode is live on our YouTube channel for the best experience. #CDJourneys
Videographer: @borja.lapalma
Creative Direction and Production: @floraegyud @viktoriawyckman at @culture.defined
16 Jan 2025
CD JOURNEYS EP03: Nadine Mosallam
In our third episode of Journeys, we meet with Nadine Mosallam, the founder and designer of her namesake fashion label, @nadinemos.
Nadine’s nomadic upbringing influenced her worldview but at her core she is most inspired by her strong Egyptian heritage, its art and culture, incorporating ceramics into her universe beyond the clothes she designs. Her core mission lies in celebrating the female body, the freedom of the mind and expanding this view further as her work starts to gain more recognition worldwide.
Nadine was doing a world tour of pop-ups and we caught up with her in the London space, where we spoke beginnings, her strongest influences and the artist within her.
The episode is live on our YouTube channel for the best experience. #CDJourneys
Videographer: @borja.lapalma
Edit: @ed.peacock
02 Apr 2025
October newsletter is here. Our monthly curation of the things we’re curious about this month across the world. From Prada and A24 fever to new listening bar openings. All yours. Sign up via link in bio to get a longer deep dive.
@prada @applemusichall @ganni @lululemon @a24 @spiritland @barbicancentre
13 Oct 2026
New work for @ghbass_eu @ghbass
The Original Penny Loafer.
Throughout the year, we have supported G.H. Bass with how to visually and culturally celebrate their 150 year anniversary. Rooted in the core legacy of the brand, we have both defined new cultural territories, and reimagined the visual expression of their craft and heritage story. This is one of many pieces, to be rolled out over the coming months.
Strategy, creative, production: @culture.defined
Creative Director: @viktoriawyckman
Creative Producer: @floraegyud
Set Design: @imogenfroststudio
DoP: @facevalue___
Edit: @facevalue___ + @borja.lapalma
Longer credit to follow.
10 Sep 2026
What happens when content becomes infinite? What do we believe in and what do we connect with?
Together with the team at CD, I’ve spent the past 5 years helping a wide range of brands get tapped into culture strategically and authentically. In our knowledge bank sits endless conversations with founders, communities, celebrities, executives, creatives and trailblazers shaping the things we love living in, with, and for.
Now feels like the right time to share some of what we’ve learned, what we believe, where we and I think that creativity and culture is heading next.
Genuinely excited about making some of my thinking public. Follow me and us on Substack. Link in bio.
Grateful for all support.
x Vik and CD
02 Sep 2026
Pistachio ice cream anyone? We are back with our curated newsletter for August. @lorde @zaralarsson @loewe @freetheyouth_ghana @skims @dreameryldn
10 Aug 2026
150 years of @ghbass. 90 years of the original Weejun.
Few shoes have crossed as many worlds. From Ivy League campuses to jazz clubs, from James Dean and Miles Davis to Michael Jackson, the Weejun has never belonged to just one generation or one scene.
We’re proud to have partnered with the brand to celebrate this milestone, honouring a legacy that continues to shape contemporary culture.
The first chapter debuted as OOH across Paris during Fashion Week. More to come.
Creative Director: @viktoriawyckman
Set Design: @imogenfroststudio
Photography: @karolinaburlikowska
Producer: @floraegyud
Captured by @daiki.shino
06 Jul 2026
Our latest newsletter is out. On Bieber fever at Coachella, to Rosalias LUX tour, NIGO coming to Design Museum with From Japan with Love, to more.
06 May 2026
CD Cases: GH BASS X Bristol Northern Soul.
Client: @ghbass_eu @ghbass
Production, Creative, Strategy: @culture.defined
DoP: @facevalue___
Creative Director: @viktoriawyckman
Photography: @borja.lapalma
Talent: @levannamclean @bristolnorthernsoulclub
27 Apr 2026
CD Cases: GH BASS X Bristol Northern Soul.
Production, Creative, Strategy: @culture.defined
DoP: @facevalue___
Director: @viktoriawyckman
Photography: @borja.lapalma
Talent: @levannamclean @bristolnorthernsoulclub
@ghbass_eu @ghbass
27 Apr 2026
CD Cases: GH BASS X Bristol Northern Soul.
Production, Creative, Strategy: @culture.defined
DoP: @facevalue___
Creative Director: @viktoriawyckman
Photography: @borja.lapalma
Talent: @levannamclean @bristolnorthernsoulclub
27 Apr 2026
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