A Living, Breathing Studio
When I started Everything Now, I thought I was building a studio.
This year I realized I was building something living.
It has its own rhythm, its own voice, its own standards.
It grew faster than I expected, and in directions I couldn’t have imagined.
It stopped being “just me” a long time ago.
This year, the studio defined itself.
Through real work.
Through real clients.
Through projects we are deeply proud of.
Launching SLS Barcelona inside Primavera Sound.
Opening W Florence with an event that felt like Florence itself came to celebrate.
Supporting the opening of an iconic EDITION in Lake Como.
Bringing Design Hotels a vision for the next generation of hospitality talent, through a Legacy Lab that tested every skill we had.
These were not easy projects.
They were big, intense, emotional, strategic, creative, commercial and deeply human.
And because of that, they shaped us.
Everything Now is no longer just me.
It is also Alex.
Hard-working, tireless, structured, professional, bright, and full of heart.
The studio would not function without her.
It is Sophie.
Who can turn complexity into story, and story into clarity.
She opened doors for us in new spaces.
It is Laura.
With experience, perspective, humour, curiosity and discipline.
Her arrival marks the next chapter.
The studio feels like a son:
At the beginning everything depends on you.
Then one day you realize it has personality, values, instincts, and its own identity.
It is magical.
And terrifying.
Because now I need to live up to the studio, not the other way around.
This year was beautiful and hard.
No holidays.
No days off.
Sacrifices everywhere.
A tough year personally.
But I am grateful for not having it easy.
Pressure sharpened focus.
I know who I am.
I know what Everything Now is.
I know where it is going.
Since December 2024, I have not known what a comfort zone feels like.
And still, I wake up excited.
I go to sleep thinking about our projects, our clients, our team.
It is intense, but deeply fulfilling.
Clients ask a lot, and they should.
We wake up with their messages.
We go to sleep with their messages.
Sometimes big business decisions, sometimes just “should we post this?”
There is trust there.
Responsibility.
And the belief that we will figure it out together.
Everything Now taught me the importance of managing energy, protecting the brain, making better choices, and staying human in the middle of growth.
We are not building a studio for profit.
I am not the best businessman.
I do not care about being rich.
I care about paying our bills, paying our team, and doing great work.
If money becomes the center of a business, the soul dies a little.
And our soul is the most valuable thing we have.
Our soul is:
Human.
Empathetic.
Curious.
Little ego.
High standards.
No bullshit.
No façade.
Show up.
Help.
Do the work.
And somehow, it is working.
We are being approached for projects I would have never imagined.
I stay calm, humble, realistic.
But the truth is: people seem to like what we do.
That is the best feeling in the world.
2026 feels exciting.
A new office.
A bigger team.
More ambitious projects.
And hopefully, the same soul.
Everything Now is alive.
It breathes.
It learns.
It grows.
And it keeps surprising me.
If you are reading this and have been part of this first year; thank you.
To our clients, partners, collaborators, and friends: we are here because you believed in us.
On to the next chapter.
