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The Essential List: Riccardo Fregoso


The executive creative director of McCann Paris digs negronis, Japanese Whiskey and Stan Smiths - three things close to LBB hearts

The Essential List: Riccardo Fregoso
According to his bio, Riccardo Fregoso’s “philosophical background has given him a radical, analytical way of thinking, along with a strong passion for popular culture, emerging technologies, language, and design trends”. And his Essential List - which is a real doozie - would suggest little otherwise. 

Firstly, he’s from Milan, lives in Paris and holidays in Stockholm - three of the world’s coolest cities ticked off there. Secondly, the pictures he’s included are all soothingly pleasing on the eye. He drinks negronis and Japanese whiskey, digs properly made hamburgers and is a Stan Smith loyalist. These are all things we at LBB can get behind. 

Before we give away all his secrets, check out Riccardo’s full Essential List below. 


o Place of birth: Milan, Italy.
o Hometown: Paris, France.
o Staycation: Palais de Tokyo, Paris.

o Vacation: Stockholm.

o Pet: I don’t like pets.
o Place of work: McCann Paris.
o Place of workout: My living room (yoga) and the park in my neighbourhood (running).

o Side project:  Medium Format Street-Photography.

o Mode of transport: I walk. I think it’s good for my environmental karma.
o Bonus Travel Essential: My Ray-Ban.


o Artist: Hieronymus Bosch, Maurizio Cattelan.

Maurizio Cattelan

o Musician: Sonic Youth.

o Commercials / music video director: Wes Anderson. Seriously.

o Film director: David Lynch, Terrence Malik, Ingmar Bergman.
o Photographer: TordBjorn Rodland.

o Film: Blue Velvet, Days of Heaven, The Seventh Seal.
o Series: Transparent, Easy, Love.
o Commercial: The Secret, Thailand.

o Music Video: Atmosphere, Joy Division.

o Video Game: Dead Space.
o Board Game: Risk. And I hate losing.
o Book: Homer’s Odyssey.
o Graphic Novel: Clumsy by Jeffry Brown.
o Podcast: I don’t like voice-based narratives.
o Newspaper (off or online): Le Monde.
o Magazine: Milk.

o Bonus Culture Essential: Pascal.

Food and Drink

o Breakfast: Indian black tea, French cheese and baguette, imported berries.
o Restaurant: Los Fuegos by Francis Mallman, Miami.

o Cheap bite: A cheeseburger by Blend, Paris.
o Working lunch: A sandwich. Organic.
o Favourite Dish: Everything coming from Bologna, Italy.
o Signature Dish: Homemade pasta. (I’m Italian, remember?)

o Snack: I don’t snack.
o Guilty Pleasure: Foie gras.
o Bar: Hemingway Bar, Ritz, Paris.
o Booze: Japanese Whisky.
o Not Booze: Black tea.
o Bonus Food: Green peas. Because they’re just like avocado, but green.

o Bonus Beverage: Negroni.


o Phone: iPhone X.
o Computer: MacBook Pro.
o TV: HBO, Netflix.
o Headphones: Marshall.
o Camera: Zenza Bronica S.

o Soundsystem: Numark.

o Pen / pencil: Retro Pens. (It’s a brand.)
o Where you document an idea: Black Moleskine, where I write Essential Lists and then erase everything.

o Casual Clothing: APC.
o Smart Clothing: Acne, AMI.
o Footwear: Stan Smith. Even in the jungle.

o Watch: IWC.
o Collection: Latin & Greek Classics.
o App: MagicSeaWeed.

o Morning grooming / makeup essential: Any form of Hyaluronic Acid.
o Bonus Kit Essential: A black sweatshirt with my initials.

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McCann Worldgroup, Thu, 27 Sep 2018 16:41:02 GMT