In 1994, Proper and Martine Assouline were nestled into the never-ending charm of La Colombe d’Or hotel. As they soaked in its beauty, they imagined a book that could capture the allure around them, yet feared publishing at the time lacked what it took to make a subject come to life.
“We realized that the design and essence of the books available at the time did not match what a book on La Colombe d’Or would deserve, so we decided to create our own,” the pair recently told Whitewall. Later that year, Assouline’s first book entitled La Colombe D’O debuted, featuring photographs lensed by Prosper and text imagined by Martine.
Courtesy of Assouline.
In the three decades since, Assouline has released thousands of titles in various themes, including architecture and design, art, fashion, film and television, food and drink, jewelry and watches, sports and cars, travel, and more. Its authoritative voice in culture has enveloped readers in essays, interviews, and sensational images, peppered with quotes and tips from celebrities, changemakers, and thought leaders. Assouline’s acclaim is also attributed to a sophisticated look and feel—a certain je ne sais quoi only the company and its expert content can conjure. From oversized coffee table books bound in luxurious material to sensational guides penned by celebrities, Assouline is also known for its opulent handbound collections that pay homage to the art of luxury bookmaking: “Ultimates,” “Legends,” “Classics,” Icons,” and “Hospitality.”
Courtesy of Assouline.
Pages aside, Assouline features boutiques around the globe for book lovers to explore its magic in person, with locations in Africa, America, Asia, Europe, and the Middle East. Products like candles and book stands have followed, and soon, a podcast and headphones collaboratively made with Master & Dynamic will join. Whitewall spoke with Prosper, Martine, and their son, the company’s COO, Alex, about creating a legacy publishing house from passion.
“Louis Vuitton: Virgil Abloh,” by Assouline publishing, available for purchase on Assouline.com.
Courtesy of Assouline.
WHITEWALL: Assouline became a company organically. If not founding a publishing house, what was the goal?
PROSPER ASSOULINE: At the time, we didn’t realize this would lead to founding a publishing house. We aimed to go beyond generic editorial content and create something much larger. La Colombe D’O immediately resonated with readers because of our unique and compelling approach. We were driven by our passion for knowledge, culture, and travel, creating visually rich stories and compelling narratives that were not seen in books at the time.
WW: How has that stayed the same or changed to meet our contemporary world’s landscape—now filled with digital magazines, social media, reading tablets, and more?
MARTINE ASSOULINE: In our fast-paced digital world, where information quickly fades, books remain a solid part of our past and present. For us, books are about intellect, emotion, heritage, and innovation. While the past is a sensational source of inspiration, we recognize the needs of modern consumers and are exploring how to blend books with the digital world. Our son, Alex, is leading the charge, and later this year, we’re launching a digital magazine to strengthen our online presence. This magazine will offer immersive online experiences, uncovering and complementing the stories behind our brand, titles, and products.
Courtesy of Missoni, Spring Place, and Assouline.
WW: How does the past inspire you to create something unique for the future?
PA: The past is one of our most important and rich sources of endless inspiration, allowing us to create unique and innovative content for the future. We blend heritage with modernity, crafting books that celebrate culture and offer a tangible, intellectual, and emotional experience. By embracing the legacy of traditional bookmaking and integrating modern technology, we continue to push the boundaries of culture and design.
WW: The brand’s expansion has spanned new titles, stores, collaborations, and more, making Assouline more than just a publishing house. How would you describe what the company is today?
MA: Very soon after founding Assouline, it quickly came to our mind that our goal was to create a luxury lifestyle brand that celebrates culture. Thirty years and nearly 2,000 titles later, Assouline is a unique force in the world of luxury book publishing and lifestyle. We’ve elevated the style and design of books, capturing the essence and lifestyle of the most stylish places, people, art, luxury houses, and design worldwide, and popularizing the idea of coffee table books as objets d’art. Beyond this, we’ve established a network of international boutiques in prominent locations across the world, and released collections of library accessories and home fragrances, which we’re continuing to expand. We’re also planning to develop our library design services, working closely with clients to visualize, design, and develop bespoke, one-of-a-kind spaces.
WW: How do your interests in fashion, art, and travel inform the company’s sharp curatorial eye? Does your curiosity guide you?
PA: Absolutely. We are a family of curious creators inspired by life’s opportunities. Our interests in fashion, art, and travel guide our curatorial eye. We travel to the places we cover, aiming to share our discoveries with our audience. We prioritize working with the best, most notable authors for specialized subjects and always try to push them to tell a story. Our curiosity drives us to continuously seek knowledge and explore both the past and present.
Courtesy of Assouline.
WW: You’ve published thousands of titles, including collections based on travel, fashion, art, and more. When do you know a subject is a good idea for a book?
MA: We select book topics based on our interests and what we know and love. We often draw inspiration from the stories of iconic brands, people, or destinations. For example, our Dior series which tell the story of the fashion house and designers through the creations. We work exclusively with the best collaborators and notable authors to explore each subject thoroughly. We know a subject is a good idea when we can envision how we’d tell the story through our unique and distinctive Assouline lens, which makes subjects come alive. But evidently, we need to like and feel the subject before starting anything; a book is a very long process of creation!
WW: What do you hope your impact on culture has been, is, and will be?
PA: We hope our impact on culture has been one of inspiration, providing knowledge and beauty through our books. Our goal is to continue shaping cultural conversations and enriching lives with our unique blend of heritage and modernity. We love to share our knowledge and culture of images, as well as our love for beauty.
WW: Assouline is known for its gorgeous books and trusted guidance, with titles divulging info and images on travel, food, fashion, art, and more. Do you envision the company as a reflection of culture today? How would you describe this?
ALEX ASSOULINE: We’ve developed a recognizable editorial style, producing books that are also seen as objects with a true creative identity and respect for savoir-faire. Today, Assouline offers five primary collections of books – Ultimates, Legends, Classics, Icons, and Hospitality – each providing something truly unique and special for our customers. In addition to books, we offer accessories that complement the contemporary library. From the beginning, my parents’ vision has been to create a luxury lifestyle brand that celebrates culture, and it’s thrilling to take that legacy into the future with exciting new releases on the most influential topics today.
WW: There is an array of other luxury book companies available today. What makes Assouline different?
AA: Almost every aspect of an Assouline book is developed in-house by our editorial and creative teams, which is unique in the publishing industry. Nearly all our titles are printed in Italy, and we’ve been fortunate to work with incredible photographers, legendary designers, fashion houses, luxury brands and notable authors over the years. Our Ultimate Collection is particularly distinctive and pays homage to the art of luxury bookmaking – handbound using traditional techniques, with color plates hand-tipped on art-quality paper, each limited-edition tome of this series bears the unique imprint of the artisan.
We’re also set apart from other publishers by having full control over all aspects of our brand – not only is all of the creative development done in-house, but we also control the production, distribution, and logistics.
WW: How do you hope to carry on the legacy of Assouline?
AA: I’ve been immersed in a deep appreciation for culture from a young age thanks to my parents. This influence drove me to join the family business and contribute to it long-term. I aim to keep bringing new ideas and incorporating them innovatively within the company, ensuring we’re always evolving and continuously exploring new avenues for our work.
WW: You have your finger on the pulse of what’s happening globally, and it aids the family business. What kinds of conversations happen behind the scenes when discussing a new title or topic? Is it sparked by personally seeing or experiencing something and wanting to elaborate on it and share with the world?
AA: Absolutely. Our discussions often stem from personal experiences or discoveries that inspire us at the moment. We explore topics that resonate with us and immerse ourselves in the essence of what makes them unique. This approach ensures that each book reflects our genuine passion and interest.
WW: What types of content are you personally interested in digesting right now?
AA: Recently, I’ve been listening to a lot of podcasts, which inspired the creation of the Assouline ‘Culture Lounge’ podcast launching this Fall. I’ll be introducing the podcast, which will feature conversations among an incredible roster of industry experts, collaborators, and notables from our amazing Assouline network.
WW: This fall, the brand is launching a suite of new books, opening new stores, and revealing collaborations with companies like Master & Dynamic. Can you share details on upcoming fall launches?
AA: Yes, we have significantly expanded our retail presence this year, with new boutiques on Madison Avenue in Manhattan; in Mexico City, Mexico; Porto Cervo, Italy; Marbella, Spain; and Marrakesh, Morocco, and a new flagship in Riyadh, Saudi Arabia is opening this fall.
We also have some exciting brand initiatives for our 30-Year Anniversary. The ‘Culture Lounge’ podcast, launching this fall, will feature world-renowned authors and industry thought leaders, with 8 episodes, each 30 minutes long, released bi-weekly starting in September. To accompany the podcast, we’re releasing the Assouline Red MW75 Active Noise-Canceling Wireless Headphones in collaboration with Master & Dynamic.
We’re also launching our Digital Magazine, which will offer beautifully designed online experiences that complement the stories behind our brand, titles, and products. This will further position Assouline as a leading authority on culture, design, and lifestyle.
We’re continuing to utilize our new official Pantone shade, which we launched in February to kick off our 30th Anniversary and celebrate our nearly two thousand volumes published over the last three decades with the help of Pantone’s vibrant shades.
Finally, we’re working on some exciting new projects for 2025, including the expansion of our objects and fragrance lines, and the development of our library design services.
