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During the event, Juliette and Charlotte welcomed attendees into their creative world, sharing how the streets of Paris inspire their work every day. Following a creative introduction and briefing, participants explored how to develop concepts and uncover unexpected moments of beauty within the urban landscape. They then cycled through the city, capturing Paris from fresh angles and perspectives before returning for a collaborative curation session.
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“There is nothing more real than the people you see in the street.''
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For twin sisters and Parisian Art Directors Juliette and Charlotte Castay, It Starts Outside isn't a metaphor - it's their daily business model. With no fixed office space, their creative agency lives in the streets, cafes, and grand avenues of Paris. Every morning begins with a breath of fresh air and a search for the horizon. When they hit a creative block, they don't sit and stare at a screen; they walk.
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The experience brought Merrell's It Starts Outside philosophy to life, showing how creativity and inspiration can be found in the everyday.
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Merrell, Wolverine World Wide, Inc., 9341 Courtland Dr., Rockford, MI, 49351, US
