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The ability to embrace tradition and modernity simultaneously, while having both a stance and captivating narrative is something many luxury brands are struggling to maintain these days. To nobody's surprise, the visionaries who prove, time after time, their mastery in weaving these aspects into well-executed designs are the contemporary brands. One such example is 3.PARADIS. Founded by Emeric Tchatchoua, the brand has been pushing the boundaries for nearly a decade now. Zaki Benaissa joined 3.Paradis shortly after, helping propel the brand to the game-changer status. To put a face to the art, GAHSP spoke to Benaissa about success and creativity.


What are three fundamental values that you would like to embrace throughout your career, that you pay special attention to during your work?

I put emphasis on HUMILITY, HONESTY & HAPPINESS or what I call the 3 H.

These values are fundamental for a successful career in my opinion.

Humility is freedom from the illusion of ego.

Honesty builds loyalty and trust.

Happiness comes from enjoying the process.

What are three relevant problems that you wish to solve or improve with the help of your work?

At 3.PARADIS we prefer focusing on one problem at a time.

The main purpose of our work is to improve the lack of inspiration and perspective of the younger generations. We strive to create a business model that will inspire people to work with perseverance in order to reach their goals no matter who they are or where they come from.

Zaki Benaissa answers questions related to our #PSYCHE campaign

Do you believe that conversations and the practice of exchanging ideas are essential to the creative process? If yes, in what ways?

Conversations are always the cornerstones, the primary source of creative energy. Ideation is also a crucial part of our creative process at 3.PARADIS and it helps us put our thoughts into perspective. Meaningful conversations can create deep connections and enable us to engage and find common grounds despite alternative perspectives.

Everything always starts with a simple conversation, often about life.

What is the role of creative communities in the life of Creatives? Do you believe that the environment plays an important role in bringing out the best abilities in someone?

Sharing ideas is key to creativity.

Creative communities are open spaces to let our minds speak.

The role of creative communities is to share, create and establish relationships of trust with creatives through shared characteristics and common problems to solve or ideas that can ultimately lead, in our case, to achieving socially recognised goals and promoting unity.

I believe that the environment plays such an important role because it can greatly influence our motivation, skill set and abilities for the better just like in team sports for example.

Creativity, knowledge and intuition. How do you adapt these into your skill set and daily life?

I believe Intuition is the most and only real valuable thing, it’s very powerful.

Creativity is just having fun with our Intuitive knowledge and imagination.

I try to listen to my gut feeling as much as possible in my work and daily life.

Do you think that sharing your best abilities, skills with the world, is your responsibility?

Nowadays I think you have a great responsibility as soon as you press on the share button. As creatives, it’s our duty to reflect our times and to share our best abilities and skills with the world.


What is your definition of success?

Success is the ability to enjoy every moment of your journey.

Success is appreciating where you are NOW regardless of where you want to be.

This following interview contributes to a new media format, where Creatives are in full control of their narratives. By exploring alternatives to narrative journalism, GAHSP starts unconventional conversations, emphasizing values and problems that shape our lives collectively.

Written and edited by Juli Horvath and Gennady Oreshkin

Image Courtesy of Zaki Benaissa


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