Max Giron, Co-Founder & General Director, 2084
Art and crafts, in their truest essence, are not just about creating aesthetically pleasing objects; they’re about weaving a narrative, infusing soul into the tangible. It’s not merely about strokes on a canvas or the precision of a chisel; it’s about the stories, emotions, and unique vision of the creator embedded in every piece and the soul poured into each creation that makes it resonate. Today, while many claim to be passionately immersed in the world of art or craft, shouting from the rooftops about their creative ardor, there’s a deeper question to ponder: how many truly grasp the soul of what they claim to love?
A creative entrepreneur with a genuine love for art goes beyond the surface, sees the heartbeat behind each creation, and values the personalities embedded in every piece. Such authentic entrepreneurs don’t just chase trends. They immerse themselves in the artistry, fostering a genuine connection with the creative process, turning their passion into a meaningful journey that goes beyond mere business. A prime example of such an avid entrepreneur who embodies this genuine love for art and craftsmanship is Max Giron, the Co-Founder & General Director of 2084, a publishing house dedicated to the creation of unique pieces by art craftsmen.
Since childhood, Max has always been fascinated by the world around him. This insatiable curiosity drove him to decipher mechanisms, form opinions on everything, and often bombard his parents with countless questions. His family played a crucial role in nurturing this curiosity, pushing him to delve deeper, study more, and relish the learning process. Besides this, his educational journey from preparatory classes to engineering and business school further ignited his appetite for knowledge, equipping him with a diverse set of skills. Throughout his academic pursuits, Max’s teachers, experiences, and peers provided him with valuable tools that he eagerly incorporated into his ever-expanding skill set. Entrepreneurship then emerged as the perfect testing ground, allowing him to apply these newfound skills while deepening his understanding of the world. This further paved the way for Max to explore the realms of sciences, management, and socially responsible entrepreneurship, particularly in the field of women’s health. However, he eventually found himself drawn into the enchanting world of artisanal craftsmanship—a domain yet to be fully explored.
Bringing A Fresh Perspective to Artisanal Craftsmanship
Always fueled by the urge to make sense of the world around him, Max has a particular soft spot for one market that consistently captivates him—the art market, especially contemporary art. The challenge of rationalizing it has always piqued his interest. Today, when we talk about art, many associate it with the technique or craftsmanship of the person behind it. Max, however, holds a slightly different view, believing that art is truly about the personalities concealed within creation or skill. “To me, art is genuinely about the personalities hidden behind a creation or a skill. Of course, this may be accompanied by subjective judgments based on individual taste, but that doesn’t factor into the qualification of ‘art,’” elucidates Max.
Artisanal craftsmanship is often perceived through the lens of skill rather than the personalities behind it, which Max considers slightly unfair to some artisans deserving as much recognition as certain artists. This nuanced perspective led Max and his co-founder, Jérémy Leloutre, to establish 2084—an agency dedicated to elevating manual craftsmanship. Driven by their shared passion for artisanal creation, Max and Jérémy aim to shift the narrative by bringing a fresh perspective to artisanal craftsmanship, providing everyone with a unique insight into these skills. In contrast to the dystopian vision of 1984, they aspire to reenchant the world by recognizing the value and necessity of preserving manual craftsmanship.
Conquering Challenges Along the Way
In the early days of founding 2084, Max encountered a myriad of challenges, pushing the team to constantly reinvent their approach. For an agency like 2084, it was crucial to have a symbol of its vision and a marker of differentiation. Thus, Max and the team spent over four years brainstorming a product that could encapsulate the diverse activities of 2084. The agency specializes in facilitating collaborations between brands, clients, and businesses, working closely with artisans. Building on this expertise, they established a consulting division, where it guides houses and businesses with specific craftsmanship in strategizing the enhancement of these skills. Therefore, a part of their activity is dedicated to producing unique works crafted by artisans, and another part is focused on the experience and valorization of craftsmanship.
This duality posed a significant challenge for Max and the team, as finding a cohesive example to represent both facets of their expertise was no easy feat. The solution came in the form of the 2084 Collection—a series of pieces crafted by their artisans, showcased in an immersive setting, creating a comprehensive valorization experience. Building this initiative from the ground up was one of the most significant challenges for Max, requiring imagination, determination, and a deep understanding of the agency’s mission.
Balancing Academia and Entrepreneurship with Grit
Pursuing a master’s in management while simultaneously steering a company is no easy feat. But Max successfully navigates this challenge with unwavering determination and a passion for continuous learning. Max credits his time at ESPCI, an engineering school bridging research and development, for instilling the art of balancing theory and practice. During his scientific studies, theory aligned with academic courses, and practice involved laboratory sessions. However, as Max delved into management studies, theory connected to courses, but practical experience was lacking. That’s when entrepreneurship became Max’s real-world classroom, allowing him to immediately apply the concepts learned. But, the real challenge, as Max candidly shares, was finding the elusive balance. This initially pushed him to the brink of burnout. However, through adjustments in perception and work approach, Max overcame the challenge and learned a vital lesson: control over the unknown is futile. The key lies in targeting actions and focusing on immediate consequences. “I still strive today to accept uncertainty and the unknown. It’s not easy because the need for control provides reassurance and confidence, but it’s often this same feeling that leads to loss. There are no right or wrong answers; there are only hypotheses of solutions,” asserts Max.
Leadership Insights: Embracing Failure and Calculated Risks
When asked about his leadership style, Max approaches the question with humility, deflecting self-praise and preferring the spotlight on the collective achievements of his team. However, he eagerly shares the guiding principles shaping his decisions within the organization. Max values a culture of embracing failure, advocating for calculated risks, and a keen analysis of consequences. “I’m not saying we should try everything, of course, but it’s essential to keep in mind that if we don’t try anything, we won’t gain anything. Therefore, I tend to say that my choices will take into account two parameters: risk and the analyzable nature of the consequences of our choices,” shares Max. For him, it’s not about avoiding mistakes altogether but understanding and learning from them, ensuring that each decision contributes meaningfully to the journey of 2084.
Fostering The Passion for Creation Worldwide
Moving ahead, Max is driven by an unwavering commitment to fostering creativity and kindling the flames of artistic passion across borders. His goal is simple yet profound: to encourage as many people as possible to try their hand at creation, and to develop a desire for artistic expression. Meanwhile, alongside his dedicated partner, Max aspires to continue working towards their shared objective of establishing 2084 as a reference in the world of art and craftsmanship.
Drawing from his own journey, Max generously shares two pearls of entrepreneurial insight for those venturing into the creative realm. His first nugget of wisdom is deceptively simple: “Make a friend every day.” Max recognizes the collaborative nature of success and underscores the idea that accomplishments are seldom solitary. His second piece of advice revolves around a mindset: “Simplify life to the maximum for your future self; make sure that he considers the current you as his best friend.” In Max’s world, the pursuit of creativity is not just a personal endeavor—it’s a shared journey of connection and simplicity.