The agency's contribution to the futuristic dimension of L'Oréal's historic building was based on semantic advice, highlighting the creative process and building a bridge between heritage and future. Where the future of beauty is being invented, we paid particular attention to the naming of the spaces, delving deep into an understanding of the culture, challenges and vocabulary of this institution, while respecting the site as a veritable incubator of creativity, collective intelligence, experience and experimentation.