The curator’s job is knowing what to ignore.

There is an almost impossible amount of things to consume now. Every day there are new brands, new sneakers, new restaurants, new apps, new hotels, new collections, new designers and approximately 17,278 people explaining why something is the next big thing. I don't want to keep up with all of it, I want someone to tell me what is actually worth my attention.

That is essentially what curation is. A curator doesn't necessarily create the object. They create the context around it. I've always liked the idea of being a curator because it feels more honest to how I naturally move through the world. I'm constantly saving things (I’ve been given the name “the archivist” with friends and colleagues), a website, shoe, chair, a hotel, campaign, a piece of packaging, a strange little detail on an app, a storefront, a restaurant menu. Sometimes I’m not sure why I've saved something yet.

I just know it caught my eye. The Archive is an attempt to make that instinct useful. There is a difference between collecting and accumulating. Accumulation is having 4,000 saved Instagram posts that you will never look at again, yet collection requires judgment. You have to decide what stays and that's the part I find interesting. In a world where algorithms are constantly trying to predict what we'll like next, human curation becomes strangely valuable. Not because algorithms are bad at finding things but because they don't necessarily understand why something matters to you. I can tell you that a chair is beautiful. I can also tell you that I like it because the proportions remind me of a piece of furniture I saw in a hotel in Milan, the material makes it feel warmer than most contemporary furniture and the shape would completely change the mood of a room. That context is the collection. So yes, I will continue saving things. But hopefully this archive saves you a little time too.

You don't need to see everything, you just need to see the right things.