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Gustaf TORLING
SVP ECD | LAIRD + PARTNERS
Gustaf Törling is the Vice President of Global Creative at The Estee Lauder Companies, Origins . He has more than 15 years of experience in the fashion industry and with beauty and luxury brands. A range of assignments has taken him to Milan, London, Stockholm, New York and Los Angeles. In his current role, Mr. Törling oversees and directs all visual representations for the brand. He is the driving force behind the evolution of the Origins image and design. As a creative director, Mr. Törling is known for his kaleidoscopic outlook encompassing strategy, impactful images and beautiful design. Prior to his current position, he was the Executive Creative Director at SelectNY. In 2008, he founded Firma Gustaf Törling, serving as creative director within premium branding, fashion/luxury and the entertainment industry, and before that he combined his expertise in creative direction with his business acumen in his role as Associate Creative Director at Lloyd (+Co). An avid musician, he is a singer/songwriter, writing and performing music as yet another outlet for his creativity. He studied Graphic Design and Communication at the London Institute and currently resides with his wife and daughter in New York City.
questionnaire
What was your very first job?
Working at the ice cream-stand on the beach where I grew up. Loved every second of it.
Please describe, in your own words, what your job is and what work it entails.
As the Global Creative Director of a brand my job is to create the most amazing brand experience the consumer would ever have, controlling every single touchpoint she sees and touches.
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
As a kid growing up in the middle of Sweden, all I wanted to do was to be a rockstar. I still do. Playing in bands since I was 11, I was the one who created our flyers, (cassette) covers and posters. I finally realized that that was actually a real profession, called graphic design, which catapulted me into London and then the rest of the world.
In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
Everywhere and constantly. I can’t pinpoint one source, but merely give my thanks to the world of music, art, film and fashion for always giving me what I need in the most unexpected ways. Inspiration is something you have to work for, you have to be able to find it in everything.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
I have designed many books over the years, and one of my absolute favorites must be the Bob Richardson book. The graphic design, the typography, the editing and the problem solving it entailed is something I’m very proud of.
