Florian studied film production at UCLA before starting his career as a trend scout in 1997, working with Mercedes Benz on the launch of the Smart car. He has acted as a consultant to numerous brands, developing opinion-forming communities for luxury, hospitality and culture brands across the world. After seven years at the Soho House Group, Florian launched his new venture, Leading Culture Destinations, a unique travel channel which celebrates the best cultural institutions around the world, offering unique access and experiences for cultural explorers and art enthusiasts. He also works as a consultant for Prêt À Diner, a pop up restaurant brand which can be found at key cultural events such as ArtBasel and Frieze Art Fair, and was a shareholder at CultureLabel.com, the world’s first curated, multi-brand art store, offering limited editions and products from cultural institutions such as Tate, British Museum and the New Museum New York.
If there was one piece of art you could feature in, which would it be and why?
I'm not so self-centred that I would want to be the main subject in a portrait, but to be featured in one of Taryn Simon's photo series would be amazing.
Who inspires you and why? An artist, a family member, someone current or historical?
Travelling does. I realised when I was just driving through Switzerland or when I look out the window in a train, my ,mind seems to be racing along.
Werner von Braun who was the set designer of Fritz Lang's movie Women in the Moon. He wasn't aloud to study astrology at university because they thought he's a dreamer, but they FL gave him the opportunity to build the set for this iconic movie with rockets , planets and stars... And then 30 years later, he was head of NASA and responsible to bring Neil Armstrong to the moon. Now that's an inspiring story!
What are your cultural aspirations? What do you still want to see, do and achieve?
To see all the James Turrell works around the world, in particular the ones in Argentina and I would love to see the Light Collection of Villa Panza next to Lago Maggiore in Italy, close to the beautiful city of Varese.
What are your favourite cultural cities in the world and why?
Mexico City rocks. Philadelphia and Detroit are increasingly cool. And I have a weak spot lately for Paris.