Alexandre Assouline of Maison Assouline Reflects on Growth, Heritage, and Origins
- Nada Armanious
Over the past three decades, Assouline has redefined the concept of luxury publishing, exuding culture, art, and design to create a unique lifestyle brand. From its inception as a family-driven passion for storytelling to its evolution into a global symbol of sophistication, Assouline continues to inspire and innovate.
Assouline recently opened its Bujairi Terrace in Diriyah, Saudi Arabia, marking its first flagship store in the kingdom. The venture was a major success, welcoming the co-founders Prosper and Martine Assouline as well as President Alexandre Assouline.
In this interview, we delve into the brand’s origins, its expansion into new realms like fragrances, accessories, and its first-ever restaurant, and its ambitious plans for the future. Alexandre Assouline, a key figure in the brand’s journey, shares insights into Assouline’s legacy, his personal contributions to its growth, and the exciting ventures that lie ahead—including the opening of their flagship boutique and restaurant in Riyadh’s iconic Bujairi Terrace.
Photo provided by Maison Assouline
Assouline has been dubbed as among the first luxury brands on culture. How did your family’s vision shape the brand’s unique identity?
Assouline was born from my family’s passion for storytelling, art and beauty. We envisioned creating not just books, but true works of art—blending luxury with culture. This vision shaped our identity by emphasizing exceptional content, craftsmanship, and aesthetic appeal. Each title is designed to inspire, transport, and evoke a sense of discovery, reflecting the essence of a luxury brand.
From publishing books to launching fragrances and accessories, how has Assouline evolved over the past 30 years?
Assouline has always followed the same vision: building a luxury lifestyle brand rooted in culture. Everything we do, from new product categories to collaborations, is driven by this passion and aligned with that direction.
What elements do you believe give Assouline its signature style?
Assouline’s signature style lies in its consistency—working through collections and formats while maintaining a cohesive point of view on how subjects are approached. The unique blend of Prosper and Martine’s vision and cultural sensibilities is what truly defines and strengthens the brand.
Photo provided by Maison Assouline
As part of the next generation, how would you say you have contributed to expanding the brand’s vision and keeping it relevant in modern luxury?
By making the brand more relevant to new generations and expanding our product offerings, all while staying true to our core values. My parents founded Assouline out of a passion for beauty and culture, and I am dedicated to continuing that legacy with them in the years ahead.
Assouline works with renowned artists and designers. What has been your favorite collaboration, and why?
Working with artist Donald Robertson a few years ago was a standout experience—his creative energy and endless ideas made the entire process incredibly fun and inspiring.
The Riyadh flagship marks the debut of Assouline’s first restaurant. What motivated this venture, and how does it complement the brand?
Our first restaurant is part of Assouline’s broader vision of creating a complete luxury lifestyle concept. The idea is to curate moments that blend art, design, culture, and culinary experiences—furthering our brand’s commitment to offering more than just books but a total cultural immersion.
Photo provided by Maison Assouline
What inspired you to open a flagship boutique in Bujairi Terrace, Riyadh, and how does it reflect Saudi heritage?
With over 30 books celebrating Saudi culture, we felt it was important to establish a presence in the region to showcase our identity and offerings. Diriyah, with its rich heritage and dynamic development, is the perfect location to anchor our brand and connect with the local community.
Are there any upcoming projects or collaborations you’re particularly excited about for Assouline?
We’re thrilled to be launching soon a beautiful new title in our Ultimate Collection, focused on the Costumes of Saudi Arabia.
On a personal note, I’m particularly excited about our upcoming Library Collection Objects (May 2025), which have been two years in the making. This launch marks a significant step in establishing Assouline as a complete lifestyle brand with new product categories.
What does Assouline mean to you personally, and how do you see it influencing future generations?
Assouline represents inspiration, knowledge, and escape. Through our brand, we strive to inspire future generations and share knowledge of the past and present, celebrating art, design, and culture from all around the world.
How do you envision Assouline’s presence in Saudi Arabia contributing to the country’s growing cultural and luxury landscape?
Saudi Arabia is a fascinating country that I’ve had the privilege to learn so much about over the past years, and I continue to do so every day. Through our partnerships, we aim to highlight the country’s incredible heritage and bring more sensitivity to its rich cultural narrative. Our presence there strengthens that commitment and allows us to showcase its offerings to the world.