In Conversation With Nicolas Yuthanan Chalmeau

As the orchestrator and creative powerhouse behind the campaign, MAVEN interviewed Yuthanan to discuss the ‘Effortless Versatility’ concept, the MUS Solar Chrono watch and some insight into his creative process.

1. How did you approach the concept of ‘Effortless Versatility’ for this project?

Versatility is key to exceptional designs, and the Solar Chrono reflects this through its timeless design and adaptability. It was important to create a narrative that highlighted these elements, and Noda House offered the ideal environment to bring the concept of ‘Effortless Versatility’ to life.

2. Could you share some insights into your creative process while shooting the campaign in Noda House, Japan?

We chose Noda House for its blend of modernist and Japanese architectural elements. The building, originally designed by Ren Suzuki, reflects an aesthetic rooted in simplicity and craftsmanship, which perfectly complements the Solar Chrono’s design. The space is minimalist, yet each detail is carefully considered, enhancing the watch’s subtle elegance.

3. What role does the setting, Noda House in Japan, play in enhancing the story of the watch?

Noda House’s Mid-Century design, with influences from Le Corbusier, Jean Prouvé, and others, provided the ideal backdrop to highlight the Solar Chrono’s minimal aesthetic and modern technology. The materials and layout of the house enhance the storytelling, offering a calm, contemplative space where the watch’s timeless design is perfectly complemented.

4. How would you describe your personal experience working with MAVEN’s Solar Chrono, both in terms of its design and craftsmanship?

The Solar Chrono embodies elegance and utility, making it effortless to align with the theme of versatility. Its craftsmanship and minimalist design allowed me to focus on both form and function, which was enhanced by the setting of Noda House.

5. What aspects of MAVEN’s design philosophy most resonate with your own when curating the visual narrative for this project?

The craftsmanship and attention to detail from MAVEN align with my belief in timeless design, where aesthetics and durability are paramount. This shared dedication to quality and storytelling allowed us to create a visually cohesive narrative that blends the beauty of minimalism with practical functionality, embodying a shared commitment to design that lasts.