In this exclusive interview, we had the privilege of delving into the captivating world of René Allemann, the visionary behind AGOBAY.
Architecture & Interior, Travel
Our conversation with René transcended the boundaries of work, immersing us in his profound insights into the world and his understanding of the essence of all things. Join us on this captivating journey as we unravel the intricacies of René's life and embrace the beauty and meaning hidden within.
In this exclusive interview, we had the privilege of delving into the captivating world of René Allemann, the visionary behind AGOBAY. With a quarter-century of experience as a creative director, René breathes life into this profound endeavor that seeks to unearth, cherish, and craft life's hidden gems. AGOBAY, inspired by the enchanting coastline in Japan, stands as a captivating compass, guiding those who prioritize purpose and relish life's exquisite intricacies. Through meticulously handcrafted treasures, unforgettable experiences, and havens that evoke a deep sense of belonging, AGOBAY permeates every facet of existence. Joined by a devoted team that shares the same noble vision, AGOBAY explores the profound interplay between lifestyle and the boundless realm of creativity. Our conversation with René transcended the boundaries of work, immersing us in his profound insights into the world and his understanding of the essence of all things. Join us on this captivating journey as we unravel the intricacies of René's life and embrace the beauty and meaning hidden within.
1.Could you please share your background and the inspiration behind establishing the AGOBAY brand? What motivated you to embark on this entrepreneurial journey?
RA: AGOBAY was born out of the desire to inspire, discover, and create beauty with purpose. It aims to connect with"life-minded" individuals worldwide who strive to lead a more beautiful and conscious life. As creatives, we believe this is our contribution to the world we inhabit. On a personal level, AGOBAY represents my quest to uncover hidden treasures: places, objects, and individuals who passionately embrace their art. These creators, deeply immersed in their craft, often remain elusive, transforming the journey of finding, appreciating, and celebrating their work into a captivating and rewarding adventure.
2.What has been the most significant change for you in launching your own brand after previously assisting customers with building their own brands? Did you encounter any challenges during the initial stages?
RA: Launching AGOBAY has been a natural progression of everything I have created so far –while, at the same time, it is fundamentally different from it all. At the core of my creations were my clients’ objectives, the ambition to better express the essence of their brand to connect with their clients. There is nothing of that within AGOBAY. It is an expression of who I have become over the years. Of what I am longing for. Everything about it is very personal. This means that there are not any target groups we need to reach. And even more so: we do not look at it that way. It is something I believe in. Something we believe in.
3.AGOBAY's brand concept, product selection, design, and colour palette showcase influences from Japanese tradition and craft culture. Why did you choose to bring this cultural experience to Zurich? How do you believe it resonates with the lifestyle in Zurich?
RA: Embracing true craftsmanship is a fundamental aspect of AGOBAY. It is undisputed that in Japan, craftsmanship is still revered as a form of art and expression. This is something we deeply respect and seek to acknowledge. We aim to learn from it, be inspired by it, and raise awareness of its value as much as possible. The principles underlying this craftsmanship resonate with my values: a reduction to the essence that feels liberating in its unpretentiousness. There is a love for details that reflects true caring. Elegance is present in every gesture, as well as thoughtfulness that extends beyond the immediately visible.
In the same spirit, AGOBAY embodies more than what meets the eye. While we currently have a Café and Store in Zurich, and we create in Lisbon and Zurich, our way of living is not confined to any specific geography. Starting in these cities was a natural choice for me, as I live and work in both places, and it has been heartening to see such great resonance.
AGOBAY aims to approach every facet of life – from the way we travel, to what we read, listen to, and experience, to the selection of objects that surround us. It is an inspirational guide for those who seek to live their life with intention and savour its finer nuances, prioritising time over money and valuing quality over quantity. We are only at the beginning of our journey.
4.When did your interest in craft creation first emerge, and how do you approach selecting craft products for the AGOBAY store? Do you have specific criteria in mind?
RA: There isn't a specific moment in time that I can pinpoint as the start of my interest in craft creation. I have always been fascinated by materials, colours, and everything that shapes and influences an environment - and in turn, impacts us. I often find myself instinctively analysing a place, considering what works and what doesn't, and reflecting on how it makes me and others feel. There have been moments where I took the initiative because I couldn't find what I envisioned. I began creating my own houses, and furniture like the sideboard I designed for my living room, and even crafted our first AGOBAY studio. What ties these projects together is their minimal yet warm aesthetics, their ability to calm the mind and the philosophy of perceiving with all our senses. What we see is just as important as what we smell, hear, and feel.
5.Can you introduce us to a recent product that AGOBAY has introduced? How do the stories and concepts behind this item reflect the unique lifestyle that AGOBAY presents?
RA: We carry many thoughtfully selected objects of skilled crafts maker – each one with their own unique story and all reflecting the AGOBAY philosophy. The AGOBAY coffee mug is one of our latest product launches: it is an exclusive designed together with and crafted by Swiss ceramist Therese Mueller. What I love about her work is that her minimalist design strikes such a presence: she creates everyday objects that go in the dishwasher and add beauty to my high dose of daily coffees.
6.AGOBAY is known for offering a sensory experience that is often compared to a virtual journey, providing a temporary escape from reality. To create an immersive atmosphere and provide guests with a sanctuary for relaxation and unwinding, how do you curate the design of the space?
RA: Although curating a space adds complexity, the fundamentals of our approach remain unchanged: it is about creating calming spaces that look, smell, and feel good. Similarly, when it comes to our objects, we prioritize focus over overwhelming abundance. It is about consciously selecting the right materials with natural nuances to create a welcoming atmosphere and a sense of peace that encourages everyone to simply be and connect withe themselves, nature, and others. Sanctuaries as spaces where one can retrieve and be, will be the next addition to our offering and we cannot wait to share them soon.
7.Are there any upcoming projects on the horizon for AGOBAY? Do you plan on expanding the AGOBAY concept to other cities around the world?
RA: We have many ideas and projects in mind, and even more emerge spontaneously during impromptu dialogues. I take it as a sign of a vibrant and enduring journey ahead. This year, our focus is on creating genuine moments of connection. In our welcoming spaces of our Café and Store in Zurich, we are planning a series of intimate live events. Guests will have the opportunity to engage their senses, whether through the mesmerising rhythms of music, the delicate notes of perfumes, the visual wonder of art installations, or other enriching experiences. These events are crafted to nurture deep, meaningful connections and interactions. They can be booked through our website and will have intentionally limited attendance. To foster more personal connections with "life-minded" individuals, we will be opening a new store in a European city by the end of the year.
8.Can you recommend a favourite book, playlist, or movie that has had a significant impact on you? We would love to share it with our readers.
RA: I believe that books, movies, and music find us. Currently, I am listening to the AGOBAY December playlist on repeat. It features the deep resonance of cellos, the uplifting clarity of beautiful voices, and the gentle yet powerful embrace of pianos. Each note and moment of silence invites you to explore uncharted realms within yourself. And this is one of my absolute favourite things to do.
9.Walk us through a typical day in your schedule. How do you balance your responsibilities within AGOBAY and your personal life?
RA: The beauty of it all is that there isn't a typical day. It might sound a bit excessive, but it is my reality. I have never believed that compartmentalising life - between work, personal, or other aspects - is a way to achieve anything beyond completing tasks. Creating a new venture means wanting to wear multiple hats - often all at once. I thrive on living life in all its facets, every day and every moment. Whether it's discovering a new crafts maker, engaging in a conversation with a partner or team member, reviewing a story written by a journalist, directing a shoot, adjusting the colour grading with our film editor, skipping lunch but enjoying breakfast at home with my life partner, or exploring new opportunities in different places - everything is part of my day. And I wouldn't want it any other way.
10.Where do you find creative inspiration in your daily life? Are there any specific places or activities that fuel your creativity?
RA: I believe that a creative idea often emerges from our past experiences, which we reconnect with later, often in a new context. However, it is the special individuals, their ideas, thoughts, and the exchange with them, as well as places or even objects that exude creativity in their very essence, that are the rarest discoveries. Once you connect with them, your perspective on the world will be forever altered. The curve of a building, a simple bowl, or a cup of coffee will never appear the same. You will perceive human creativity, clarity of vision, refined forms, and genuine care within them. This is why I deliberately choose the individuals, objects, and places in my daily life.
11.What are your future travel plans? Is there a particular destination that you are excited to explore next?
RA: While there are many new places to explore, I realised some time ago that I am less drawn to new places solely for the sake of novelty and exploration. Instead, I now seek out places that provide me with a sense of serenity. This can be achieved through their aesthetics, attention to detail, and their authenticity. Sometimes, it means revisiting places I have been before and immersing myself deeper to uncover what truly brings me comfort and inspiration. One such place is Japan, where I will be traveling at the beginning of next year. It has unexpectedly become a second home to me, and I plan to stay there for a few months sometime soon.
12.When planning your trips, do you prefer having a specific itinerary or do you enjoy embracing the serendipity of discovering a city's authentic essence without a fixed plan?
RA: My nature is to discover the true essence of a place as it reveals itself to me. I embrace the moment and allow serendipity to guide me. Even when travelling for work, I make a conscious effort to schedule time for exploration. Consciously detaching ourselves periodically is a crucial part of creation and being creative. Doing so while traveling can lead to even more serendipitous moments. It's akin to engaging in a cosmic game of hide and seek – each discovery fills me with immense joy.
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