Ramdane Touhami | Paris Creator’s Creative Scene | THISTIME magazine | CASIO

Ramdane Touhami is now regarded as one of the most soughtafter creative directors of his generation. His breakthrough came with the visionary rebranding of the legendary Parisian beauty house Officine Universelle Buly. Since then, he has expanded his portfolio to include the mountain-culture-inspired concept store Words, Sounds, Colors & Shapes in both Paris and Tokyo, the acquisition and transformation of a hotel in the Swiss Alps, and the launch of a mountain-themed magazine, Useless Fighters.
More recently, he has turned his attention to letterpress printing. Ideas arrive in rapid succession, and he is rarely without a phone in hand, directing projects across the globe. We asked him what drives this seemingly inexhaustible creativity.

―― You work in brand production, interior design, clothing and more. How do you usually introduce yourself?

“Jobs and titles have always felt vague and complicated to me. When I’m at Hotel Drei Berge, I’m the hotel owner. At Words, Sounds, Colors & Shapes, I’m a fashion and shop designer. In the studio, I’m a graphic designer; in the café, a café owner. At a party, I’m a party man. I’m not defined by any of these roles, just simply a man who loves bicycles. Where I am shapes who I am, but I’ve never thought of myself as having one fixed profession.”

―― You’re known for producing one idea after another. How do they come to you?

“For example, the concept for the interior of Words, Sounds, Colors & Shapes here in Nakameguro came to me within five minutes of stepping inside the space. I looked at the high ceilings and large windows and immediately imagined suspending Altec speakers and arranging displays. From there, it’s all about throwing myself into the execution. The real power comes when ideas collide with pressure. That pressure becomes a stimulant, and that’s what gives life its momentum.”

―― You’re always on the move, always talking, radiating energy.

“I like living like a child. I always want to be happy and just a little bit crazy. I’m 50 now, but I’m still a very happy child. A child’s energy is the best. My kids think I’m crazy,” he laughs. “But recently, my 22-year-old daughter told me, ‘I’ve realized you were right. Even when your ideas or stories sounded crazy, they all turned out to be true.’ That’s why I want to stay a child even at 80. Life starts to lose its color the moment you grow old inside. Everyone should keep their inner child alive. Once you’re gone, that’s it, so why waste time taking life too seriously? Above all, live with the joy and curiosity of a child.”

―― You also run ­adical Media Archive, a bookstore specializing in graphic books and counterculture magazines. “­adical” seems to be a keyword in your work. What does it mean to you?

“I believe everyone should be radical. Everyone should pursue their ideas to the fullest. If you love coffee, seek out the very best coffee. If you are a taxi driver, choose the right car and become the best driver you can be. That is life. We live in an age overloaded with information, which is why it is essential to find the thing you do best. That is what being ‘radical’ means, to move boldly forward in life. I am not special, anyone can do this.”

―― So it’s all about focus.

“Exactly. Put your heart into it, give it your full energy, and do your best. At the same time, keep your eyes open to everything happening in the world. I read an enormous number of books every day to keep learning. ­ight before this interview, I was listening to a podcast to gather information. My mind never stops, and I don’t believe it has a limit. In the past, maybe my brain’s capacity was about 42 megabytes, but because I’ve kept learning, I now feel like it’s around 3,000 terabytes, and I still want to learn more.”

―― Your shops and creations are known for uncompromising quality and distinctive vision. What is essential to building something lasting?

“You must always deliver the very best. A lasting product needs exceptional design, outstanding quality, and a great store to match. When the quality is there, a good story will naturally follow. Why is G-SHOCK loved all over the world? Because its quality is second to none. That quality gives rise to a story, and together they create its appeal. A tough watch that never breaks. That’s extraordinary. That, to me, is the real thing.”

―― What’s your next challenge?

“I want to travel from Paris to Tokyo by car. I’ve made the trip between Paris and Tokyo about 300 times, but always by plane. I’ve only ever seen the scenery from the air, so next time I’d like to see it from the ground. Along the way, I’ll stop in places like ­ussia, Kazakhstan, Turkey, Iran, and Korea to experience the local cultures and the mountains I love. I’ll drive a Mercedes- Benz G-Class and wear a G-SHOCK on my wrist. Things with a ‘G’ in the name tend to be good quality.”

The Paris location of Words, Sounds, Colors & Shapes is in a historic building in the Marais district. Its classic interior and furnishings highlight the playful, distinctive style of Die Drei Berge pieces. The basement houses the Radical Media Archive, featuring posters and books from Ramdane’s own collection.

Ramdane’s current passion project is letterpress printing. Drawn to the beauty of a rare 1940s press, likely the only one of its kind still operating in Europe, and the exceptional quality it produces, he decided to take over the atelier. Today, from Officine Universelle Buly and Words, Sounds, Colors & Shapes shopping bags to custom commissions, his exquisite letterpress printing work attracts orders from around the world.

Ramdane’s current passion project is letterpress printing. Drawn to the beauty of a rare 1940s press, likely the only one of its kind still operating in Europe, and the exceptional quality it produces, he decided to take over the atelier. Today, from Officine Universelle Buly and Words, Sounds, Colors & Shapes shopping bags to custom commissions, his exquisite letterpress printing work attracts orders from around the world.

The G-SHOCK Ramdane wears is the full-metal GM-B2100PC. He chose it partly because he avoids plastic products, but also for its reinforced, rugged look and the gradient finish of its dial. True to his individuality, he fastens the watch around his belt instead of his wrist. A passionate cyclist, he gets around Paris and Tokyo mainly by bike. “Well, I have another appointment, so I’d better get going. See you somewhere in the world,” he says before riding off in style.

Profile.

Ramdane Touhami

Creative Director. Celebrated for revitalizing Officine Universelle Buly, he now leads the creative agency Art Recherche Industrie, owns Switzerland’s Drei Berge Hotel, and operates the multi-brand concept store Words, Sounds, Colors & Shapes in Paris and Tokyo, among numerous other ventures.

Instagram. @ramdanetouhami