The Physics of the Sensible — Why brand is the invisible architecture of experience

​As part of Montréal Design Week, a city-wide event celebrating design across architecture, interiors, objects, and creative practices, this talk explores a question at the core of design:

​Why do some places stay with you, while others vanish, even when both are impeccable?

​It’s not a question of quality. It’s a question of orchestration.

​It examines what precedes every project: the founding intention. The moment — almost always bypassed — where everything is actually decided. Before the plan, the material, the protocol. From that point, nothing is ornamental. Everything is load-bearing.

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The talk, preceded by a short video screening, takes place in the studio where Kandalaft’s practice lives, across strategy, design, and visual art. Drinks and refreshments provided. Limited capacity.