Lifestyle & Sport
Front Row Society
Why Formula 1 Is More Than a Race—and Has Become the Ultimate Luxury Status Symbol
But perhaps the most striking shift in this issue is something else: intelligence is becoming visible again. Hot Minds Onlyasks why thinking is suddenly the most desirable accessory—and why superficiality is losing relevance. At the same time, we look at where experiences are becoming more radical. The Comfort Critics Experience takes us on a USA food tour—somewhere between pastrami heaven and burger excess. Indulgence as a boundary-pushing experience. Taste as memory. Marketing, too, is evolving. Coachella is no longer just a festival. It’s a platform, an ecosystem, a global stage. The creator economy in its most visible form—and perhaps the blueprint for what’s next. Of course, there’s still space for what accompanies us: our horoscope for May and June, curated for a time when decisions can once again become more intuitive. And our favorites—products that don’t just fit, but stay. Somewhere between all of this, a feeling emerges—intangible, yet unmistakable: Summer doesn’t change anything. It simply amplifies what’s already there. And maybe that’s the real luxury of these months—clarity.
Stay inspired, stay curious.
You know you love it, xoxo
Hello, NINE FIVE Readers,
May. June.
That threshold where summer doesn’t simply begin—it announces itself. Subtly. Confidently. With an energy that is less loud, but more precise.
Our new issue exists exactly in this moment: between visibility and substance. Between what is shown—and what is intentionally held back. In Unfiltered, Somehow, Victoria Swarovski speaks about social media, self-image, and the reality behind perfectly curated surfaces. A topic that couldn’t be more relevant—because while everyone is showing more, the appeal of omission is quietly growing. At the same time, we’re seeing how status is shifting. Formula 1 has long become more than motorsport. Front Row Society explores why access is the new currency—and why speed is now also about belonging. Brands are thinking further. Eat the Brand examines how food is no longer just staged, but becoming a strategic space—even extending into real estate. Places become brands. Brands become places. And in the middle of it all: people creating new spaces. A Space That Feels Like Home tells the story of haistudio—of Lisa and Jonas, of movement, community, and the idea that the most exciting places no longer need a clear category.
LATEST
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LUXURY SETS SAIL - Four Seasons Yachts for Your Journey
Luxury is leaving solid ground—and becoming mobile. With the launch of its first yacht, Four Seasons is not only writing a new chapter in its brand universe, but also making a clear statement about where high-end hospitality is heading. What is emerging here is not a traditional cruise experience, but a floating boutique hotel that redefines the boundaries between destination, design, and service.
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Unfiltered, Somehow Victoria Swarovski on Social Media, Self-Image, and What We Don’t See
You could say she’s used to being seen. And maybe that’s true. But visibility doesn’t equal understanding—and that’s where it gets interesting. Victoria Swarovski moves between stage, business, and a world where everything is expected to look effortless—even when it isn’t. With ORIMEI, she’s now taking it a step further. Together with ABOUT YOU, she has launched her first fashion collection—a line that doesn’t aim to be loud, but to work.
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OFFICE LOOKS ARE IN - The Return-to-Office Code
The return to the office is no longer a question of obligation—it’s a question of quality. In a working world that has fundamentally changed, it’s no longer enough to simply provide workspaces—they have to convince. They need to inspire, connect, and offer real added value compared to working from home. This is exactly where office architecture becomes a strategic success factor.
