Ramsey Naja is chief creative officer at JWT MEA
‘Less is more’ is a lovely little expression – or a piece of advice, if you want – that sits at the heart of the design business and, well, Scandinavia. You see, unlike our Arab tradition of over-wrought, complex, multi-faceted, multi-coloured, multi-everything approach to all things decorative, our northern friends tend to lean towards the minimalist. This might be a reflection of the view, up there in the glacial wilderness, but it so happens that those guys have been identified as the happiest on the planet.
Personally, I believe that it is no coincidence. Simplicity and happiness are the kind of couple that has ‘and they live
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