While Shanghai is a place that constantly inspires and invigorates the creative mind, it is a sad fact that still every day works of culture are destroyed. Modern day iconoclasts, instead of targeting religious artifacts, simply disregard the importance and significance of the architecture that makes Shanghai the most distinctive and thriving city in China. This is not a struggle singular to Shanghai of course; such debates have raged for decades in Hong Kong, Singapore and Tokyo - not to mention cities throughout Europe, America and elsewhere - but, to paraphrase Edmund Burke, all that is necessary for the iconoclasts to win is that creative people do nothing.

One dreads the day that this city finally becomes one giant strip-mall.

Here, another beautiful building (perhaps ironically) right behind the Moganshan Lu art district, earmarked for destruction; the foreboding stamp "拆“ (tear down) indicating it is not long for this world.

Hot on the heels of our brilliant photo shoot with Shanghai's fabulous stars of tomorrow, Pure has gone one step further and created a Look Book featuring those super photographs alongside detailed product information. The Look Book is an informative showcase of the brand's gorgeous products, acting as a tangible reference guide driving new hits to their online shop.

Did you know that there is science behind what we do at Pure?

Yes. Science behind the creativity. Formula behind the spontaneity. Fact behind the inspiration.

You see, the twin pillars that define us at Pure are our passion for creation, and our pursuit in maintaining a productive and stress-free working atmosphere. And these two things go hand in hand.

Perhaps you have read about neurogenesis - the creation of new neurons in the brain. When we do something new; when we push ourselves to ponder things that we had not imagined before; when we go outside our comfort zone; stem cells from ventricles in our brain go out and become new neurons.

Thus, we are physically rewiring our brain. We are enabling new pathways to form, new potential to be unleashed.
These new neurons will release chemicals like dopamine to stimulate thought and boost our courage.

And guess what, stress will actually inhibit the production of these new neurons and the messages relayed between them. 
So there is method to our madness after all.

Don't believe us? Ask Gregory Berns.

Everyone knows Apple, the most popular makers of machines in history.
But not so many people know about the origins of the brand's name or its iconic logo.

These are, in fact, an homage to Alan Turing - the remarkable man who cracked the Nazi enigma code by inventing the world's first real computer. Turing is also remembered for the test he invented which seeks to distinguish the criteria that define whether or not a machine can be considered a true artificial intelligence or not. And this is a test that is still being used today for modern computers. You could even see about trying it out on one of the online intelligences like cleverbot.

But there is little doubt that, as we find ourselves in the future, the question "can machines think?" will suddenly become "what are machines thinking?"

And that's a good point to direct you to another Prometheus viral video, this time an advert featuring the lovable android David.

The Pure team were recently on-site at Bottega Veneta's fabulous new flagship store located in the premium North Bund area in Shanghai, ensuring that the installation of the in-store collateral met with the brand's exacting standards. Certainly one of the most attractive locations we've had the pleasure of working in!

At Pure we often go off on tangents. One idea leads to another, then to another, then to another. Sometimes those trains of thought lead to dead-ends, but there are times that this process of thought leads can lead us to consider some of the very fundamentals of what we do and what we create as an individual, as a team, or as a species.

The name Pure symbolises our attitude and our philosophy as believers in harmonious work and spotless results, but the word 'pure' itself is one of those words that carries a million meanings and can send each person who hears it on a different thought path.

One such connotation is water. Ah... water. The very thought of it makes the mouth begin to um... water.
And for water things just get better and better. Just imagine trying to sell someone a bottle of water 100 years ago. They'd have laughed in your face. And yet today bottled water is a common commodity, even though more water is used in the production of the plastic bottle than for the water that is held within it. Just check this out - now we even have Water Bars sprouting up in Dubai (We admit that they are in the middle of the desert there, although these are luxury waters we're talking about...)

We're talking about the most pure waters in the world here, from the glacial ices of Canada to the fresh mountain springs of Tasmania. Water - truly the marketing success that eclipses all other marketing successes. To take something that exists all around us; something that falls periodically from the sky, that comes out of our taps, that makes up 70% of the planet, then to market it and to sell it in massive quantities. Ok, we all know that the water in Shanghai's taps and rivers is hardly appetising, but those folks in Europe have no excuse!

Whatever next? People selling sunlight? People selling earth and sand? People selling human hair? People selling oxygen or even just air?