In creative industries and luxury, information isn’t just data — it’s the raw material for meaning and innovation. Yet rigid systems often clash with the agility these fields need. How do we bring order without killing creativity?

Let’s treat information as a living material shaped through design, not just managed. This calls for cross-disciplinary collaboration — between brand, IT, marketing, legal, archives — to rethink how we inhabit information through new forms and shared imaginaries.

Based on real-world cases, I’ll explore how information systems can become shared spaces for invention, how to nurture a Creative DAM mindset, and how classification can become a creative act. Design-led thinking can help diverse teams navigate complexity, fostering ecosystems that are alive, collaborative, and resilient.