This book explores the power of experimentation in shaping spaces, and the dullness of things that come pre-made. Through the creation of distinctive buildings, often old and in need of restoration, the author sketches a new vision of how workspaces can support a way of life. He also highlights the vital role of the project owner in keeping creation at the heart of it. Each of his architectural ventures is closely tied to the larger story of Paris’s ongoing transformation.

Rémi Babinet often says that advertising is about mastering two arts at once: conversation and reflection. That delicate balance — between long-term meaning and split-second reaction — runs through every page, illustrated by iconic campaigns for Air France, Evian, Lacoste, Canal+, Lego, and more. It’s a deep dive into the wide range of expressions, forms of rhetoric, and imagery that shape the identities of brands. Babinet also raises the broader question of communication overload in a society where everyone is expected to become a brand in order to be seen, judged, or valued.