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MEET / QWSTION CRITIC

MICHELLE NICOL,
CO-FOUNDER OF
STRATEGIC AGENCY NEUTRAL

OUR CONNECTION TO MICHELLE
Michelle Nicol, co-founder of Zurich strategic agency Neutral, met stylist and QWSTION Wholesale Manager, Caroline, at Art Basel, and later became her boss when Caroline joined the Neutral team. Though their paths have since converged, they remain bound by “a passion for contemporary phenomena, a deep interest in fashion, and art and a tremendous curiosity,” Caroline muses. Here’s our QWSTION Critic interview with Michelle, who tested out our Zip Pack in Limestone.

Neutral

The material has a nice grip. I like that’s a bit rough.

WHAT LED YOU TO WHAT YOU DO TODAY?
I love working with artists, architects, designers, scientists and making things happen – basically creating reality.

WHAT DO YOU CARE ABOUT IN LIFE?
Family, wellbeing, art, style, living in good architecture, being plugged into the creative life on a global level.

HOW DO YOU ADDRESS THESE WITH YOUR WORK?
With our agency we can introduce art, design, architecture to a wider audience. It’s a process of democratization.

WHAT DO YOU LOOK FOR IN THE THINGS YOU BUY?
Now more than ever: quality, innovation, sustainability. And: buy local.

Michelle nicol 01
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