Debbie Millman’s ongoing project “What Matters,” an effort to understand the interior life of artists, designers, and creative thinkers, is now in its third year. Each respondent is invited to answer ten identical questions and submit a nonprofessional photograph.
George Gottl was born in Los Angeles and is the CCO, Spatial Design at FutureBrand. He has produced revolutionary consumer experience environments for such clients as Bentley, SKII, InterContinental Hotels Group, McDonald’s, Nike, Bloomingdale’s, Sephora, H&M, and Tate Modern.
What is the thing you like doing most in the world?
More than anything, I love designing spaces that facilitate meaningful connections – whether that’s between people and brands, people and other people, or people and themselves.
I’m one of the lucky ones who is able to do that every day through my work, alongside my incredible team. It’s taken me from South Korea to New York, and allowed me to launch locations for bucket-list brands like McDonald’s and Sephora.
What is the first memory you have of being creative?
It’s pretty full circle, actually. One of my earliest creative memories came from a trip to Disneyland at age seven. Those parks, which I think are some of the most thoughtfully designed spaces in the world, first showed me that space itself is a storytelling tool.
Today, I’m building a home in Lake Como, and I often catch myself thinking about how to shape each room with the same sense of wonder. That childhood spark still drives how I think about space. It’s not just about how it looks, but how it makes you feel.
What is your biggest regret?
I don’t believe in regret. Regret only exists when you see something as having harmed your life – but every experience, even the challenging ones, helps you grow, mature, and define who you are.
How have you gotten over heartbreak?
When dealing with emotional difficulty or sadness, I find it essential to reconnect with the earth. Grounding myself with a long walk or spending time in nature helps me recover from a sense of loss and see things in a clearer perspective.
What makes you cry?
I cry at both sad and happy things. Someone once told me that crying can happen when your heart is so full of love that it overflows into tears. Beautiful moments often move me to tears as well.
How long does the pride and joy of accomplishing something last for you?
For me, the joy doesn’t come from reaching an end goal, but the journey it takes to get there. I’m always looking forward to the next adventure.
For example, when my agency, UXUS, became a part of FutureBrand, it wasn’t the end of the story. Instead of dwelling on that moment, I’m more excited to see what opportunities are on the horizon for us – and all the new people we can meet along the way.
Do you believe in an afterlife, and if so, what does that look like to you?
I believe in the energy that connects all things. When we die, I think we transform into something that reflects the eternal – we return to that energy.
What do you hate most about yourself?
I don’t hate myself, but I do get frustrated with my behavior when I find myself becoming quickly irritated or impatient.
What do you love most about yourself?
I love my constant curiosity and my willingness to explore new things without letting anything hold me back. I embrace adventure and experience, and I don’t place limitations on myself.
What is your absolute favorite meal?
There’s nothing better than eating tagliatelle al ragù in Piedmont, overlooking the Dolomites.
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