The Louvre in Paris reopened on Wednesday, three days after thieves made off with historic jewellery worth an estimated 88 million euros ($102 million) in a spectacular heist that has raised urgent questions over security lapses at the museum.
Visitors queued to enter through the Louvre’s glass pyramid for the first time since Sunday’s brazen robbery, in which hooded assailants broke through a second-floor window using a stolen movers’ lift before making off with jewels from the royal collection.
Later on Wednesday the museum’s director will appear before the French Senate to answer lawmakers’ questions.
The Galerie d’Apollon, the ornate gilded hall that was robbed, remains closed.
Amid rising frustration in France that no senior official has taken responsibility, French Interior Minister Laurent Nunez said there had clearly been security failures and Culture Minister Rachida Dati had launched an administrative inquiry.
“There was a burglary at the Louvre, some of the most precious jewels in France were stolen. So obviously it’s a failure, there is nothing else I can say,” Nunez told Europe 1 radio.
But he added that “the alarm system worked perfectly, as soon as the window was attacked, it was activated. Police were notified, and within three minutes they were on the scene. The whole system worked, it didn’t fail, but what happened has happened.”
He declined to comment on the police manhunt, but said he was confident the perpetrators would be found.
Dati came under fire after saying in parliament on Tuesday there had not been any security lapses.
MUSEUM DIRECTOR TO BE HEARD IN SENATE
Louvre director Laurence des Cars will be questioned by senators later on Wednesday. Des Cars warned in January that the centuries-old building was in a dire state.
President Emmanuel Macron has announced a six-year renovation of the Louvre, which will include money for security upgrades. Asked on RTL radio whether state budget cuts had led to security lapses in French museums, the head of France’s national audit office Pierre Moscovici said that was not the case for the Louvre.
“It is richly endowed, there are sponsorships, really, the Louvre is not without resources.”
Built in the late 12th century, the Louvre Palace used to be the official residence of the kings of France, until Louis XIV abandoned it for Versailles. It was turned into a museum for the royal art collection in 1793, four years after the French Revolution.
It is now the world’s most-visited museum, with 8.7 million visitors last year. It hosts the Mona Lisa, the world’s most famous painting, and the Venus de Milo statue, as well as countless old masters.
($1 = 0.8575 euros)
Geert De Clercq and Manuel Ausloos, Reuters
Stocks are drifting near their record heights on Wall Street Wednesday, while the price of gold falls again to trim more off its tremendous gain for the year.The S&P 500 slipped 0.1% in early trading and is sitting just underneath its all-time high, which was set earlier this month. The Dow Jones Industrial Average was down 65 points, or 0.1%, coming off its own record. The Nasdaq composite was 0.3% lower, as of 9:35 a.m. Eastern time.Bank stocks were holding relatively steady after Capital One Financial, Western Alliance Bancorp and others reported stronger profits for the summer than analysts expected. The report from Western Alliance was particularly welcome after it helped shake confidence in the industry last week. It’s one of several banks that have warned of potentially bad loans on its books, possibly because of fraud.Intuitive Surgical, which sells robotic-assisted surgical systems, soared 16.5%, and GE Vernova added 0.5% after they likewise reported better profits for the latest quarter than analysts expected.It’s usually the case that the majority of companies deliver better profits each quarter than analysts had forecast. But the pressure is higher on companies to do so this time around because of criticism that their stock prices shot too high following a 35% romp for the S&P 500 from a low in April.Netflix’s stock, for example, came into the day with a jump of 39.3% for the year so far, more than double the S&P 500’s gain. But its stock tumbled 8.3% on Wednesday after it delivered weaker results for the latest quarter than expected.AT&T fell 4.5% after delivering a profit that only matched analysts’ expectations, while Texas Instruments sank 7.7% after its profit fell just short of forecasts.Beyond Meat, meanwhile, continued its meme-stock run and soared another 48.9% to bring its stunning gain for the week to nearly 735%. Part of Beyond’s rise could be due to a recent announcement that Walmart will increase availability of some of its products at over 2,000 U.S. stores.The maker of plant-based meat alternatives was also the biggest holding in the Roundhill Meme Stock exchange-traded fund, as of Tuesday. The ETF holds companies where investors have piled in almost regardless of their financial prospects in hopes of catching a wave.Momentum was continuing to head the other way for gold, which slipped 0.8% to $4,075 per ounce. That’s after Tuesday’s 5.3% slide knocked it off its record high.Many of the same factors that drew buyers to gold this year are still there. Expectations are still for the Federal Reserve to cut interest rates through next year, concerns are growing about inflation remaining high and the worrisome mountains of debt that the U.S. and other governments worldwide have amassed are only rising further.But no investment’s price goes up forever, and criticism had been growing that gold’s price had gone too far, too fast after it shot up even more than the overall U.S. stock market. Gold’s price is still up more than 50% for the year so far.In stock markets abroad, indexes were mixed across Europe and Asia.London’s FTSE 100 rose 1% after a report on U.K. inflation raised hopes for another cut to interest rates next month. South Korea’s Kospi jumped 1.6% for another one of the worlds bigger gains. But indexes fell 0.9% in Hong Kong and 0.2% in Paris.In the bond market, the yield on the 10-year Treasury edged down to 3.96% from 3.98% late Tuesday.
AP Business Writers Yuri Kageyama and Matt Ott contributed.
Stan Choe, AP Business Writer
What?!
That single word is the most frequent reaction AasiyahAbdulsalam gets when she tells people about her company, Renatural, which makes wigs with no lace.
The surprise stems from the fact that most commercial wigs today are built with a lace basea lightweight mesh cap that mimics the scalp but is really scratchy and only comes in a limited palette of colors. Instead of lace, Abdulsalam has designed a proprietary silicone band to anchor the wig without visible mesh. After launching the Wig Fix three years ago and selling 80,000 units in her first year, she decided to expand from simply supplying an accessory to reinventing the wig itself.
Launching today, with a waitlist of 40,000 customers and counting, Renaturals hyper-realistic wigs are made by a custom-built robot that can make 350 wigs a week. While some wigs can take 8-12 weeks to make, Renatural’s robot can sew a wig in 45 minutes.
The brand’s most exciting feature will depend on who you ask. For investorswho have poured just over $6 million into the companythe robot signals scalability. For consumers, its the absence of lace. Either way, Renatural may well upend the wig industry.
The wig culture boom
Wigs have a long history that dates back to Ancient Egypt, where they symbolized status and rank (and helped prevent lice infestations). Later, they were embraced by royalty and aristocracy, and popularized by figures like Queen Elizabeth I and Kings and Louis XIV.
Throughout the 20th century, wigs have been used as a medical accessory and a fashion statement, but for Abdulsalam, wigs are having a moment in the sun today thanks to celebrity culture and social media trends like WigTok. “It’s like the ultimate lazy girl hack,” she says. “You don’t have to do anything, and your hair looks good.”
Renatural is far from the first company to have noticed the rise in popularity. By some recent estimates, the global hair wigs and extension market is worth just under $9 billion in 2025, and is projected to reach $20 billion by 2035.
In the U.S., DTC brands like Parfait have started to leverage AI to make more personalized wigs. But the large majority of wigs are still made in one Chinese city called Xuchang, in Henan province. With more than 4,000 companies making 60% of the global supply of wigs, Xuchang remains the worlds wig capital. Its like an oligopoly, says Abdulsalam. These companies have hundreds of thousands of subsidiaries that supply the whole world with wigs.
Cutting through the noise
Abdulsalam, a 30-year-old Black woman from the U.K. who now lives in New York City, began wearing wigs at age 16 to manage scalp psoriasis. She went on to study at the London School of Economics, where she wrote her undergraduate dissertation on wigs, and became “kind of obsessed.
At age 20, she moved to South Koreathen home to the worlds largest wig-manufacturing complexand worked in a wig factory for six months. I got to see why things are the way they are, she says. That gave me a good foundation on wig-making and all the techniques.
Most recently, she founded an early version of Renatural that focused on accessories like the iconic Wig Fix. She then sold that business in 2019, reinvested the proceeds into Renatural 2.0, and built an early prototype of the robotic system by jerry-rigging a 3D printer and an embroidery machine in her apartmentall without an engineering degree. Funny story, she says. I watched 34 out of the 38 seasons of How Its Made and I feel like that gives me a bootleg degree.
To leapfrog other competitors without relying on cheap labor abroad, Abdulsalam knew she had to build a vertically-integrated business that controls everythingfrom sourcing to manufacturing.
At her HQ in Dumbo, Brooklyn, every step of wig-making unfolds on-site in a space the size of four parking garages. The star of that vertical structure is, of course, the robotic system. The robot sorts and aligns human hair by root and tip, then stitches each strand into a soft, scalp-like base, following digital maps that mimic how hair naturally grows. As it works, it adjusts the angle and tension of every strand to recreate natural details like partings and cowlicks. The result is a hyper-realistic wig that looks, moves, and shines like real hair. (Wigs come in three signature collectionsall made with human hairand an assortment of lengths. They cost anywhere between $950 and $1,950.)
The robot will be key to the brands success, but Abdulsalam maintains that humans remain integral to the process. There is deep craftsmanship involved to make the wig actually wearable, she says.
For her, Renatural is more than a wig businessits a beauty-brand that is built around wigs. Products arrive in shiny silver boxes reminiscent of luxury-beauty packaging. There are even cutesy merch items like hair cuffs and pocket mirrors with integrated combs.
Other companies have developed their marketing strategies around specific demographics (Black women, people who wear wigs for religious beliefs, those who suffer from hair loss, fashion-first clients). But Renatural embraces all categories, and more. “We’re just Renatural,” says Abdulsalam, “for people who want to look and feel their best.”
Dont look now, but meme stock mania appears to be back with a vengeance this week.
This time around, Beyond Meat, Inc. (Nasdaq: BYND) and Krispy Kreme, Inc. (Nasdaq: DNUT) are the two main stocks getting all the attention from meme investors. Heres what you need to know.
Beyond Meat shares skyrocket again
On Monday, Fast Company reported on the surging share price of Beyond Meat, the producer of plant-based meat alternatives. The company started the trading week by enjoying a stock price surge of more than 67% in premarket trading that day.
But far from any change in the companys financial fundamentals, what seemed to be driving shares higher were short sellers and meme stock enthusiasts.
Indeed, Beyond Meats business has been struggling in recent years as consumers have turned away from plant-based meat alternatives.
More recently, Beyond Meat announced that its creditors had agreed to a debt swap, which will result in the issuance of 316 million new BYND shares, thereby diluting existing shares.
But a struggling company in penny stock territory can be red meat to meme investors. For much of the past week, meme traders on Reddit and elsewhere have been pumping up the stockand it appears to be working.
Yesterday, Beyond Meat shares rose a staggering 146% to close at $3.62 per share. And today in premarket trading, as of the time of this writing, BYND shares are up another 103% to $7.37.
That puts Beyond Meat shares at a price they have not seen since 2024.
It also puts Beyond Meats shares firmly in the green for this year. The stock began 2025 at around $4 per share, but that price had fallen to as low as 50 cents per share just last week, before meme stock traders decided to take a bite.
One other contributing factor to Beyond Meats surge this week is that, as CNBC notes, the stock was added to Roundhill Investments Meme Stock ETF on Monday, cementing its place in the meme stock pantheon.
Meme stock traders want dessert, too
Krispy Kremes stock is also seeing some meme stock action this week. DNUT shares rose more than 13% yesterday to $3.71, and as of the time of this writing, in premarket trading this morning, the companys shares are up another 40% to $5.23 apiece.
While those gains are a far cry from the ones BYND shares are experiencing, DNUT shares have more experience in the meme stock arena. Meme stock investors heavily traded DNUT shares earlier this year.
Other factors that may be impacting interest in Krispy Kremes stock include the company’s recent international expansion in Spain, with additional countries, Brazil and Uzbekistan, planned before the end of the year.
Investors likely hope that this expansion can help offset domestic sales issues.
Still, despite its recent gains, DNUT shares remain significantly down from where they were at the beginning of this year. In January, the stock traded at more than $9.80 apiece. And as of yesterdays close, DNUT shares have fallen more than 67% over the past 12 months.
For many, picking up a controller at the end of a long day to neutralize some zombies or take on a side quest with a fairy is a way to unwind and escape from the demands of work.
But it might also have some unexpected benefits that follow you from the character select screen and into the office.
A new report from the Entertainment Software Association (ESA) finds that the motivations behind gaming go far beyond fun. While 66% of the more than 24,000 players in 21 countries surveyed say they play primarily for enjoyment, the majority credit gaming with developing real-world skills, like problem-solving, teamwork, adaptability, and critical thinking. All useful transferable skills to play up in a job interview. (Maybe dont reveal you honed them playing Fortnite, though.)
More than half the respondents say playing video games helps relieve stress (58%). Forty-five percent say playing video keeps their minds sharp, and nearly half (43%) of players say video games have positively influenced their education or career path.
The player perspective is supported by scientific research, with many studies concluding that video games improve cognitive skills and decision-making, Stanley Pierre-Louis, president and CEO, Entertainment Software Association, told Fast Company.
A number of industries have already embraced interactive technologies for training employees, from medical treatments and surgery to astronautics and emergency response, says Pierre-Louis. I anticipate more will recognize gameplay as a way to engage with and develop their workforce in the near future.”
Brain health experts are a bit divided as to whether some games, like Wordle, actually improve cognitive function. And while the ESA report is of course an industry one, theres other data out there that may support its findings.
A 2022 study found that kids who play video games showed better impulse control and working memory than those who didnt. Another from 2021 found that playing video games does improve not only cognitive functions, but also mood and emotional well-being in elderly people.
Another, from 2020 from University of Liechtenstein, found a strong correlation between video game skills and managerial ability. In fact, being adept at video games can significantly boost ones career, the researchers wrote.
A literature review published in Procedia Computer Science, cited in the ESA report, also found that gaming can enhance perception, attentional control, and decision-making. Nurses and doctors, for example, who trained with simulation games showed improvements in both risk assessment and response time.
These benefits arent limited to just life-or-death scenarios. Retailers have also turned to game-based tools to prepare employees for peak shopping events, the report notes. Sports teams use simulation tech to help athletes train. Across industries, gaming has become a quick fix to boost preparedness and improve team outcomes.
Of course, spending hours gaming in the evening is not always the answer to your work woes. Sometimes its just a way to unwind after a long day. (There’s research that suggests mental health benefits of having hobbies, by the way.)
But research has also previously found that gaming can actually hinder the amount of work young men do by 15 to 30 hours over the course of one year. And excessive gaming can be detrimental to mental health, or even spiral into addiction for some people.
As companies struggle to maintain engaged employees, burnout is on the up. Who knows? Maybe a chill pastime in front of a glowing screen is just the thing to take the edge off. (Or, in some ways, may also give the edge you need to perform better at work.)
Anthropic insists that its getting along with the Trump administration just fine.In a new blog post published on October 21, the companys CEO, Dario Amodei, pushed back on what he called a recent uptick in inaccurate claims about Anthropic’s policy stances.
His comments come after David Sacks, a prominent tech venture capitalist currently serving as the Trump administrations AI czar, accused Anthropic of having an agenda to backdoor Woke AI through state-level regulation and working with Democratic mega-donors. That narrative has since gained traction within online right-wing spaces. The comments also follow the White Houses release of an executive order specifically focused on combating woke AI earlier this year, though officials have yet to say how it will be enforced.
Now Anthropic is defending its work on AI safety, which Amodei argued should prioritize policy over politics. He also doubled down on the company’s position on regulating AI on the state level, in absence of a national standard.
Citing JD Vances comments on AI directly, Amodei pointed to several areas of agreement with the Trump administration, including to maximize applications that help people, like breakthroughs in medicine and disease prevention, while minimizing the harmful ones.
The CEO also questioned the notion that Claude, the companys flagship chatbot, is more susceptible to political bias than other similar large language models. Republicans, including President Donald Trump, have increasingly leveled accusations that the countrys leading AI companies are building biased AI models, echoing the accusations made against social media companies in recent years.
In short, Anthropic wants to toe the line between sticking to its commitment to study AI safetysafeguarding against general artificial intelligence endangering the human species and society in all sorts of destabilizing waysand appeasing the professed concerns of the Trump administration. Thats all happening while the company attempts to scoop up more government work.
Anthropic is committed to constructive engagement on matters of public policy. When we agree, we say so, wrote Amodei. When we dont, we propose an alternative for consideration. We do this because we are a public benefit corporation with a mission to ensure that AI benefits everyone, and because we want to maintain Americas lead in AI. Again, we believe we share those goals with the Trump administration, both sides of Congress, and the public. We are going to keep being honest and straightforward, and will stand up for the policies we believe are right. The stakes of this technology are too great for us to do otherwise.
Federal contracts
Amodei underscored that Anthropic already has myriad partnerships with the federal government, including a contract with the Pentagon and work with the Energy Departments national laboratory system. Along with competitors like OpenAI, Google, and xAI, Anthropic is also working with the General Services Administration to offer its enterprise Claude service to federal agencies at a discounted price.
Anthropics work within the GSA seems to be unaffected by whatever might be happening within the Office of Science and Technology Policy, where Sacks serves as an adviser, a government official familiar with the matter told Fast Company. Last month, Democrats launched an ethics inquiry into the investor, who has received waivers that allow him to participate in the administration while maintaining some of his investments.
Anthropic has gotten good feedback from the GSA about government use of the tool, a company spokesperson says. The AI developer also points to its ongoing partnership with Palantir on meeting Federal Risk and Authorization Management Program (FedRAMP) requirements, a wonky but critical cloud security review program used to offer technology across federal agencies.
Palantir is a controversial technology contractor thats seen its business with both the defense and civilian sides of government grow in recent years. As part of that work, Palantir has already been cleared to provide its cloud technology to federal agencies.
While Anthropic has been picking up government contracts, it appears to be falling behind OpenAI on independent FedRAMP authorization. This could be a game changer for OpenAI: Should OpenAI earn that accreditation, it wont need to work through another companylike Microsoftto offer its technology directly to the government. At that point, OpenAI would be a more freestanding government contractor, maintaining far more independence from other major cloud companies.
The same government official told Fast Company that Anthropic has yet to share a plan for gaining accreditation for its systems through that program, or securing a sponsorship for review in another way. A spokesperson for the GSA declined to comment.
Fast-food companies, beware: Gas stations and convenience stores are coming for your customers.
Fireside Market, a Wisconsin convenience store chain, announced a new store concept in Slinger, Wisconsin, designed to sell more burgers and less gas. It has a drive-through, curbside pickup area, and gourmet menu itemsand it’s a model of the convenience store of the future.
Fireside Market’s burger and sandwich menu is several steps up from the outdated idea of day-old taquitos spinning on a rotating food warmer at the local convenience store. Instead, its menu has items like a burger topped with bacon, pastrami, and balsamic-onion jam, and a grilled-salmon sandwich.
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Falling demand for gas, tobacco, and lottery tickets has upended the business model convenience stores once relied on. In a world with fewer smokers and more Teslas, it’s no longer enough for convenience stores to be an afterthought for drivers stopping to fuel up on gas or soda. They need kitchens.
The percentage of in-store sales that comes from food servicea category that includes prepared foods, commissary, and beveragesis on the rise. It grew from 23% of in-store sales in 2021 to nearly 29% today, according to the National Association of Convenience Stores trade group. That trend is especially noticeable at breakfast time: Sales from morning-meal traffic at food-forward convenience stores grew 9% in the third quarter this year, compared to just 1% at fast-food chains, according to data from market research firm Circana.
Fireside Market’s 9,700-square-foot Slinger location, its first with EV chargers, is designed for this new reality. 7-Eleven closed more than 400 stores in North America last year, but it’s looking to grow its fresh prepared-food offerings as part of its comeback. Meanwhile, food-forward chains are in expansion mode.
Buc-ee’s in Luling, Texas, circa 2024 [Photo: Brandon Bell/Getty Images]
Buc-ee’s opened its largest location ever in Luling, Texas, last year, while convenience store chain Sheetz opened its 800th location in Raleigh, North Carolina, in August. Caseys General Stores, known for its pizzas, has broadened its menu to include burgers and sandwiches, while Fast Stop, a Louisiana-based convenience store chain, is taking the trend a step further, spinning off its made-to-order menu of Cajun-inspired foods into its own restaurant with nary a gas pump in sight, according to trade publication C-Store Dive.
In a world that runs on less gas, gas stations have to adapt to survive. Many are finding food is the answer.
The White House, one of the most historically significant and secure buildings in the United States, is being torn apart.
Demolition crews were on the White House grounds this week to begin demolition of the front facade of the East Wing in order to make way for the construction of a new 90,000-square-foot ballroom that President Trump announced in July. “I am pleased to announce that ground has been broken on the White House grounds to build the new, big, beautiful White House Ballroom,” Trump wrote on social media the day the work began.
When the ballroom was first announced this summer, Trump said the project “won’t interfere with the current building.” During a press briefing, White House Press Secretary Karoline Leavitt went even further, saying “nothing will be torn down.”
Those statements turned out to be false. Photos and videos taken at the site on October 20 show the walls of the building being chewed to bits by heavy construction equipment outfitted with a jaw-shaped demolition tool that looks like the head of a tyrannosaurus rex.
“This is one of the most important buildings in the nation. This is one of the symbols of who we are as a people,” says Bryan Green, a former commissioner on the National Capital Planning Commission, a government agency that oversees and advises on planning in the Washington, D.C. area. “It’s hard to look and see a wrecking ball hitting it.”
An exemption leaves little protection for the People’s House
Despite the White House’s historic and symbolic significance, there was little to protect it from the demolition work now underway. The White House, along with the Supreme Court building, the Capitol building, and several other properties, is exempted from historic preservation rules that would otherwise stand in the way of such a building being torn down.
Under section 106 of the National Historic Preservation Act of 1966, a strict review process is required for federal projects that may affect historic buildings, leading to both public scrutiny and legal obligations surrounding any proposed changes to existing historic resources. When it comes to the White House, various other entities have some level of oversight, including the National Park Service, the Commission of Fine Arts, and the National Capitol Planning Commission, but none can fully override a project like the demolition and ballroom addition due to the building’s Section 106 exemption.
During his time on the National Capital Planning Commission, Green says he participated in the Section 106 review process and found it beneficial to the outcome of the projects in question. “Projects generally improve as a part of that process,” he says. “You’re having lots of eyes on them, having lots of different people with different interests look at these things and comment on them. They get better.”
The White House ballroom project and its related East Wing demolition had very little, if any, public involvement. Though Trump initially said that several concepts were being considered for the project, the administration did not release any designs or name any architects ahead of July 31, when Trump announced that the White House had chosen Washington, D.C.-based McCrery Architects as the lead architect of the project. Trump has said the project, with an estimated cost of $200 million, would be funded by donors, himself included, “with zero cost to the American Taxpayer!”
The White House did not respond to a request for comment. McCrery Architects referred Fast Company’s questions to the White House.
“A reminder of how far that exemption can be taken”
The White House’s exemption from the Section 106 review process is “unfortunate,” says Priya Jain, an associate professor of architecture at Texas A&M University. “This project and what is happening serves as a reminder of how far that exemption can be taken,” Jain says.
The exemption for the White House, along with the Supreme Court and the Capitol, is not explicitly explained by the policy, but Jain says it likely has to do with evolving security and operational needs that officials don’t want bogged down with an official review or approval process. “Security and safety concerns are paramount,” she says.
Jain is also chair of the Heritage Conservation Committee of the Society of Architectural Historians, which recently issued a statement expressing concern over the lack of oversight on this project, calling for “a rigorous and deliberate design and review process.”
The organization notes that the White House has undergone numerous exterior and interior modifications since construction began in 1792, including a major reconstruction after the British set fire to the building during the War of 1812, the construction and expansion of the West Wing in the first decade of the 1900s, and the construction of the two-story East Wing building in 1942. This was the last major addition to the White House.
The White House has evolved, but so has the preservation field
In a recent post on LinkedIn, White House Historical Association president Stewart McLaurin ran through the changes the White House has seen over the centuries, and the criticism they caused. For example, the now-iconic colonnades added to the building by Thomas Jefferson in 1801 were seen at the time as extravagant and reflecting “aristocratic tendencies,” according to McLaurin.
The East Wing, as it was until a few days ago, was built in the midst of World War Two, sparking criticism about the misappropriation of funding during an international crisis. Even the Rose Garden, which has since been paved over by Trump, was criticized for its elitism.
“Media and Congressional criticisms have often focused on costs, historical integrity, and timing, yet many of these alterations have become integral to the identity of the White House,” McLaurin writes. “It is difficult for us to imagine The White House today without these evolutions and additions.”
Notably, all these changes happened before the creation of the 1966 National Historic Preservation Act, which is why the Society of Architectural Historians is so concerned about the Section 106 exemption being exploited for such a large demolition and construction project.
“The preservation field has come a long way,” says Jain. She notes that though the section had exempted the buildings at the time of writing, their status as prominent public buildings sets a precedent for other preservation projects and “they should follow some of these best practices that have been established.”
The Trump administration has emphasized the importance of having the ballroom completed “long before” the end of Trump’s term, which may have played a role in the fast pace of design selection and starting construction.
“Designing in public takes time. It takes time to work towards a consensus,” Green says. “I would assume that the goal was just go fast, no revisions. I don’t know that for sure, but it sure looks like that.”
In 2022, Elisha Zepeda had given up on becoming a designer and was working as a barista at an Oregon bookstore. Today, hes a salaried book cover designer at Penguin Random House and an in-demand freelance designerand its all thanks to one TikTok video.
Zepeda spent four years at California State University working for his schools marketing department. After he graduated in 2018, though, he faced a problem thats become commonplace for job seekers today: No one in the design industry seemed to be hiring. So he started working as a barista at a local bookstore with a coffee shop. While organizing the shops books into categories by color palette and typography, he became fascinated with book cover design. This interest led him to curate a portfolio of faux book covers for about a year before a book cover design studio in the area hired him.
On a whim, Zepeda decided to share his design process on social media. The first video he ever posted to TikToka relaxed breakdown of how he builds out cover options for publishershit more than a million views overnight. Since then, Zepeda has honed his editing technique to create a video style that feels entirely his own, centered on calming music, simple text, and engaging visuals. Today, he has almost a million total followers across TikTok and Instagram.
View this post on Instagram A post shared by Elisha Zepeda (@ez.bookdesign)
This visibility earned Zepeda his job as a designer at Penguin Random Houses nonfiction Penguin Press vertical, where he produces about 20 covers per year. Outside of that position, he also takes freelance work from clients who primarily discover him through TikTok. The lesson, he says, is clear: Designers across categories need to start viewing social media as their primary portfolio.
Fast Company sat down with Zepeda to chat about breaking into book cover design, how to start using social media like a portfolio, and which book cover tropes he tries to avoid.
The interview has been edited and condensed for clarity.
Why did you start sharing your work on social media?
I was with that local studio for about a year, and I knew that no one I worked with was on TikTok. There was a book I was working on called Infinite Life, and one night, without telling anyone I worked with, I made that video and posted it. Overnight, it had a million views. I ended up talking to my boss, and they were really stoked about it, but they were like, Lets just check with publishers from here on out before you post anything. From then on, I just consistently kept doing it.
What kinds of ripple effects has this had on your career?
It truly changed my career path. I saw that Penguin was hiring, and I reached out to the art director, and he was like, I know your work from social media, and I was pretty much hired.
Suddenly, all of these art directors and publishers knew who I was, and then I got to work with Penguin. It’s the perfect fit for my style. I just really lucked out, and it all happened so fastfrom when I started posting, it was maybe three to six months later that I was getting work from big art directors, hired by Penguin, switched my job, and moved cities.
View this post on Instagram A post shared by Elisha Zepeda (@ez.bookdesign)
What does your brainstorming process look like when you first get an assignment?
I love Pinterest. The first thing I do is make a mood board. I’ll get a brief from clients that has maybe a couple of paragraphs. Lately, it seems like the bigger the client, the less restriction they have on the cover. Theyre like, Youre the person were paying to be creativejust make a bunch of options and well see where it lands. Which is why I think these huge publishers have all these bestsellersbecause they trust creatives.
During my brainstorming process, I think of every project like, How can I make something that I personally would want to buy, and I personally think looks good? Every bestseller becomes a bestseller because it’s fresh and looks new. You can’t copy something else and expect it to have the same reaction from an audience. All you can really do is make a mood board and trust your instincts with what you think looks good.
View this post on Instagram A post shared by Elisha Zepeda (@ez.bookdesign)
How important has creator-led marketing become for designers?
I think people should be viewing their social media as their portfolio. I know we have portfolio websites, and you can make it clean and crisp and how you want it to be, but realistically, art directors check social media like anyone else.
Are there any book cover design tropes that you tend to steer clear from?
Now that Im working with these art directors that I admire, I have to be very aware of what is out there already in a certain genre, because you never know who you’re going to work with. I just don’t ever want to rub someone the wrong way if it looks like I totally ripped off something they did that succeeded.
As far as trends go, I wouldn’t say there’s necessarily a no-no. A lot of times, if something follows a trend, it was very specifically asked for by the publisher. The first thing that comes to mind is that thrillers are teal and yellow. We really try to push back on that, but our directors will be like, No, it has to be teal and yellow so people know it’s a thriller. And it’s like, okay, well, that’s why there’s this trend, because they’re specifically asking for it.
The best thing I can say about Google’s Pixel Watch 4 is that I don’t think about it all that much.
Whenever I wear my Apple Watch, it’s kind of a nuisance. Stand up. Breathe. How are you feeling right now? Looks like you’re on a walk. Was that an exercise you just started? Even just regular notifications for emails and text messages can get overwhelming.
The Pixel Watch 4 is unintrusive by comparison. While it’s full of fitness tracking features and can put notifications on your wrist, it doesn’t ask for much of your attention in return. In a way, that’s pretty refreshing.
Fitness optional
My big disclaimer with this review is that I’m not big into quantified health. Filling an activity ring never clicked for me as extrinsic motivation (I blame decades of video games for numbing me to such things), and I don’t need a fitness band to remember whether I went for a swim or walked more than usual.
So while the Apple Watch has leaned ever further into fitness features, I’ve felt increasingly alienated from it. Yes, you can turn off the various notifications to get out of your chair, consider some exercise, or focus on mindfulness, but figuring out how to do that is a hassle. It also comes with a pang of guilt: Am I neglecting my health by telling my watch to shut up?
[Photo: Jared Newman]
The Pixel Watch 4’s fitness features aren’t as aggressive. While it performs all the requisite activity trackingcounting steps, checking heart rate, measuring sleepand can log an array of specific exercises, it never interrupts you to start doing those things. There’s a “Reminders to Move” setting deep within Google’s Fitbit app, but it’s off by default. Google won’t even bother you to start logging an exercise in progress, and will instead wait until afterward to ask whether you want to confirm it or look at a recap.
The Pixel Watch 4’s biggest out-of-the-box nag involves stress levels. The watch uses a continuous electrodermal activity sensor to understand when theres sweat on your skin, and combines that with changes in heart rate and skin temperature to pick up on potential stress events. You then get a notification encouraging you to reflect and optionally log how youre feeling.
[Photo: Jared Newman]
I’m not entirely bothered by this, because the point is to be mindful of something that’s actually happening. Itd be nice if these reminders arrived sooner, though. Too often I get pinged about some anxiety from 10 or 15 minutes earlier and can no longer remember what triggered it.
Google still hasn’t shipped the Personal AI Coach that demoed a couple of months ago, so we’ll see if that feature introduces more nuisances. For now, I’m thankful for a watch with fitness features that arise only when you actually want them.
Charging is easy and fast
Charging is another common annoyance for smartwatches, especially as they push into sleep tracking and discourage overnight charging. Google has solved this problem by making the charging mechanism on the Pixel Watch 4 faster and more convenient.
[Photo: Jared Newman]
In my testing, a complete charge from dead to 100% took 42 minutes, but it needed only about 15 minutes to get from 25% to 80%. If you use the watch for sleep tracking, you can recharge while getting ready in the morning and still have enough power to get through the day. You’ll also get a helpful notification when the watch is fully charged, though I wish you could tweak the threshold to get an alert at, say, 80%, in case your morning routine doesn’t allow enough time for a full charge.
Google also redesigned the Pixel Watch 4 charger so that the watch sits upright in a little groove, with the screen facing out and the crown facing up. If the chargers on your desk or nightstand, this allows the watch to face outward so you can tap the screen to glance at the time. It also allows the charger to rest flat on a table even with a continuous, loop-style watchband. It’s just a smarter design that Apple and every other smartwatch maker ought to copy.
Fewer nagging notifications
The Pixel Watch 4 has a smart way of handling notifications as well, particularly around sleep.
Like most smartwatches, the Pixel Watch 4 lets you set up a sleep schedule that’s synced to your phone, so your wrist doesn’t buzz during bedtime, but it can also use sleep detection to toggle Bedtime mode automatically. This can prevent you from being jolted awake y late-night notifications if you fall asleep early, and can resume notifications if you’re awake earlier than usual.
This can backfire if, like me, you sometimes wake up too early and struggle to fall back to sleep, as the watch might disable Bedtime mode during those times of restlessness. Fortunately, you can disable turning Bedtime mode off automatically in the morning and still have it turn on by itself at night (or vice versa).
What’s still annoying
Most of my Pixel Watch 4 usage is passive. I’ll glance at the time, look at a notification, or get a sense of how I slept, but otherwise will leave the watch mostly alone. Some small annoyances arise, though, when I’m actively trying to use it.
For one thing, Google’s Wear OS platform needs better app support. While watch apps tend to be less useful than just taking out your phone, I’ve missed having an MLB app to check scores, along with the “Live Activities” that appear on the Apple Watch for things like fantasy football scores or Uber ride status. (The latter aren’t full-blown apps, but are mirrors of the same feature on the iPhone.)
I’ve also struggled with the raise-to-talk feature for Gemini, which is one of the Pixel Watch 4’s hallmark features. While this ought to be the best way to have quick exchanges with Google’s AI, the response to raising your wrist just doesn’t feel snappy enough. Too often it failed to respond at all.
Out of the way
The Pixel Watch 4 doesn’t fundamentally change what smartwatches can do. It’s obviously nicer than its predecessors, with a higher screen-to-body ratio and brighter display. I appreciate that it’s a genuine breakthrough in smartwatch repairability. But it’s not a huge leap from earlier Pixel Watches or a major departure from what competitors offer.
Instead, the Pixel Watch 4 takes the existing smartwatch formula and makes it a little less intrusive. Rather than being another device I have to constantly babysit, it’s mostly just a watch. That’s alright with me.
