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  • The Rake

    METHOD IN THE MADNESS

    by eléonor picciotto Jun 21, 2017 3 minutes
    Source: Serge Muller, the founder of Mad Lords, with his wife and business partner, Caroline.

    Even though it is not on street level, and not, therefore, easily accessible to passers-by, Mad Lords has become in less than five years one of the most coveted places in Paris to go and chill, fulfilling exactly the desire of Serge Muller, its founder. But what is it precisely? Mad Lords is not just a boutique or a concept store, it is a universe built around tribal luxury that shares a belief that all humans are members of tribes, whether spiritual, religious or aesthetic. Aside from a tattoo or an aroma, a person’s background

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