Ladies and gentlemen, welcome back to another SLG meetup, your host, Alvaro, and I'm super excited because today we're going to have Adir Fertilmain, she's the publisher editor at Regia Magazine and also the fashion director at the Arsenal, one of the most incredible companies that gathers these unique, sexy toys and gadgets. So she's going to tell us all about the different angles on how to elevate and level up your branding as well as what they've been working on because it is just incredible. So let's get her on board. Voila!
What's up, Martilla? I mean, look, every time you guys are in a different part of the world, growing the brand, the Arsenal, everything that you've been doing is so incredible, but for those that are not too familiar with the concept, the company, the brand behind it, tell us a little bit about what is it that you're working on and what the company is all about. Yeah, sure. So, yeah, we are working a lot in this moment with flying cars.
It's like our main thing today and we are doing a lot of things with Asia, especially with Madau. So well, the Arsenal is a marketplace that's partner and leader. A lot of builders are making credible machines, independent builders that create this entire dream world, you know, that they also now they literate. Because when you work so many years for big companies like Aldimer said, you arrive to some point and say, okay, there is also another world.
There is also other companies that are not so known that make some Marines and make planes and make stuff and they are like these crazy engineers that open a garage from one other day and say, okay, I'm going to build this, you know, like Larkalenoye, you know, so it's like CPR, that's when the name comes. We are working with doing something in Qatar, like in a couple of months, probably three months, and then we are opening a new store in Miami soon in the end of the year. And in Macau, we just reopened the season five that is like crazy cool. I did some new carpets for it, so in crazy and all the people from the government were there because these casinos need to have like some part of the regulations is to use their money to the culture, not only to government.
I find that world so fascinating. I mean, I've been to your stores. I have seen some of the things that you've been doing from the opening nights with these flying cars and everything that it's been built. In fact, the summary, that was one of the most shocking things to see a summary, right?
In a store. And I got to say that I'm a big fan and obviously seeing you on the trees building this together. And also with a very unique background because you come from the fashion background with the magazine and editing publishing background. So you combine all of this to bring it into the arsenal and you're creating this concept of elevating the brand.
So tell us a little bit about what are some of the angles that you've been pushing to grow this brand? Yeah. So I think one of my main aspects that when I arrived to the company two years ago, it was all the PR aspects and the campaign also. So I pushed a lot to do the new collection of women's wear also.
So I did all the fashion that before was only a crop top and now there's like a dress, a jumpsuit, not the normal jumpsuit that we have, like it's more baggy but the other one that's like more Miami side, like type to the body. And all this sexy side of the woman, I feel very connected with the brand. So it's not difficult because it's like what I would wear. So that side is really fun for me.
I have some friends that help me in the design side and the colors are like nail on. Very, very damaged. Yeah, definitely distinctive, which is what's important. Yeah.
And then for sure with my magazine, I connect with the celebrities to do shootings and then you use the product placement that is so important nowadays to put the hoodie on a celebrity or in a rapper, like more mostly my bar, like I do shootings all the time. And if I'm not there, I shoot in Chile for hypebeast, the part of Chile that is a friend that is a big rapper from there, I put all the outfit of the arsenal or any other celebrity. I do often this and then in Macau, we did like a whole campaign. When we bring a photographer from Paris, I'll screw up Blue Maud and we can't go shoot.
I was gonna be out probably next month with all the new collection. And I would say that it's also my writing side. So I write all the articles about the arsenal or about this new connection with the government in Macau. So we create a lot of press together.
I think this is quite my assets. And yeah, getting involved with more and more and more and make us seen as a couple. I think it's also really important for the people. You feel more more near today.
I was saying right there, I believe that attention is one of the strongest currencies, right? So it's important that we always get people to know your product, know your brand, know what's new. And I gotta say with social media also, you know, because some of the viral videos that I've seen out there aren't just incredible. You got amazing assets that can be leveraged in so many ways.
So tell us a little bit about the power of social media. So I would say when 69 were out closing stage, that was like an internet. We were like telling sold out of this neon outfit. And then I would say that the flying car aspect in the TikTok that this guy that was a bit bigger than our store in Miami for the Air Basel that passed before.
It was really huge. Like I don't know how millions of views, but I would say that having a flying car is pretty something crazy and people see that. And I think it's a topic that is really like not coming. So all this power of Instagram, we are really happy because we have a lot of fans, people that send us DM's message every day.
Like what you guys are doing with Arsenal is so cool, continue. And this is more and more confident about what we are going to do. And that's so special, you have your products as such a huge leverage that now that you're bringing your brand on board to getting this huge recognition through other people that want to have access to it. That's a little bit about the story because a lot of people usually, they're not only buying a product, they're buying the story behind the product.
Like how important it is to tell the story. Super important actually when I arrived to Arsenal, it was for me very easy to create content because there is a solid story behind it. We are talking about people that creates the technology for the future. How are we going to move?
How are we going to move by air, by plane, by land, by water? So it's a really interesting and solid subject that to be combined with fashion is pretty easy. I think the most important about doing a brand for someone that is doing a brand on a brand is to have the solid subject. And I think in Arsenal it's so strong.
It's a graphic design brand. We are like a mobility hub. And there's a lot of people that believe in us, even the government from Accao, culturally, they think that we are doing a design and technology place where people interact and people come and like goes and feeds through these squish machines that bring them some dreams and like really want to fly into the city. That's inspiring and so empowering, right?
So I love the concept of unifying the fashion with the vision, with the story, with the product placement because you're creating a lifestyle, you're creating a movement. I think that's one of the most powerful things. Absolutely. It's about that.
It's about creating the dream and connecting it with also the knowledge, connecting it. With the design, the graphic design, I mean, our director is like a professor of fonts. The guy is making Canada students. The guy talks two hours about the font.
It's like so. So it's where we come. It's our strongest thing. It's the graphic, the message.
We have the manifesto. We have seen the future in big. It makes people exotic, mysterious. They wonder what is the arsenal.
And everybody asks me what is the arsenal. And it's like saying like, okay, it's a hub, it's a marketplace. We're leaders, we're left over, you know, somehow, and we create this. I just love that.
You're talking about creating the dream. It's such a powerful statement, but so empowering. Now when you are creating the dream, right, because it's such a strong and empowering sentence, what have been some of the biggest obstacles that you've faced? I know obstacles.
I would say that for me, one of the obstacles is to have so many things going on. It's to be able to be responsible with that mission and to give back to all these missions I have and not lose the missions. Because there is so many different angles that we work with. I mean, in terms of the press, the brand, the shootings, the products, the CRM, the client, the stores, the stuff.
It's a lot. It's really a lot. So it's how you manage to be because it's also how do you create your personal life with your social life? Because it's also about who you hang out with, what are you aiming for?
It's really how you relate with friends also, because if you're not in the perfect spot, in the perfect time, you know how it goes. You need to be there to create the magic. You need to be here all the time, you know, when we're going to be in Cannes, whatever. It's important.
How do you mix all that? I think it's a difficult thing for me to be able to be in the bar and not be in the store and be able to also have all the store doing. That's a working progress, right? And this is something that you keep on learning every day, make the adjustments.
So there's one thing that I love that you mentioned, and it's that you talk about each task as a mission. And that's so powerful because when you're creating the dream, you're no longer having tasks. You're having missions. Like you are into a mission.
Yeah, yeah. It's a mission. We are in a war. I mean, when I go out, I say, okay, let's go.
I'm gonna say, whatever you do, even if today I was in a meeting with a super interesting woman that is from Swiss and Monaco, it was cool, but it was my mission today, you know? And every day you have this type of mission. And it's important to have it like really settle like this. It's not a dinner.
It's a mission. I love it. It's a shoulder mentality. Let's go.
I always had this question to all of our guests, and I'm really curious to know what it is for you. What is the meaning of luxury? Time. Time.
Time and a good coffee and a gal doe. Time to enjoy the little things. Time. Talk with my grandma, being able to talk with my best friend, having that moment of confidence, because there's some relations that you cannot buy.
I love it. What's next for the rest of that? Do you guys have so much going on? Next thing.
This is totally confidential, but whatever. We are working in a next project with Ronald. We are doing the air sunk tool go. It's a car that is like $200,000.
And it's not that far, it's a Ronald. So it's a big mission. We are super proud of it, and we are working on that. So that is something next for the rest of that.
And then we are opening a new store in China in Chengdu with one of our friends that are new investors of the company. So we are happy because they are super cheap and they are super edgy and they dress so low in recoil with huge boots. And I would say that's really exciting. So we're definitely going to stay tuned to see all that happen.
So everybody that is excited about following the journey, please follow the channel. Thank you. Thank you. And thanks again for everybody tuning in today.
We hope you enjoyed it. And remember, embrace it's beautiful success in life. My name is Alvaro and I'll see you next time.