Martyn White, Founder of Martyn White Digital, Co-Founds The Fluxx—A New Editorial Platform for the World of Contemporary Luxury
In an exciting development for the design, luxury, and creative industries, Martyn White, founder of digital marketing consultancy Martyn White Digital, has announced the launch of The Fluxx, a London-based digital magazine and curated content platform dedicated to design, travel, art, food & drink, and contemporary luxury living.
Co-founded with creative consultant and business partner Anna Paganelli, The Fluxx has been created in response to a clear gap in the luxury editorial landscape: the need for a design-led, editor-curated platform that provides contemporary brands with a dedicated space to showcase their work through authentic, intelligent storytelling.
As a respected figure in the world of luxury interiors, digital media, and brand development, Martyn White has long championed the importance of meaningful content and strategic storytelling for design and lifestyle businesses. With the launch of The Fluxx, White builds on his proven expertise, creating an editorial platform that connects discerning readers with inspiring brands, emerging talent, and cultural highlights from across the globe.
A Fresh Editorial Voice for Design, Travel, and Contemporary Luxury
The Fluxx is rapidly establishing itself as a trusted, credible source for trend-savvy, high-intent luxury consumers. While still in its early stages, the platform is already recognised for its global outlook, editorial integrity, and commitment to highlighting excellence across sectors such as interior design, architecture, luxury hospitality, fine art, and lifestyle experiences.
“Our mission is to build a dynamic, adaptable community of design-led brands,” explains Martyn White. “With experience across luxury interiors, design, and travel industries, we understand exactly what modern businesses expect from editorial platforms. In an increasingly crowded digital landscape, we aim to provide meaningful visibility and connection, where it counts.”
With a strong editorial team and a focus on hand-picked global content, The Fluxx champions both established brands and underrepresented talent. The platform provides readers with curated interviews, thought-provoking Q&As, and in-depth features that go beyond surface-level promotion to explore the craftsmanship, creativity, and human stories behind luxury brands.
The Fluxx Travel Special: A Curated Showcase of Global Design and Hospitality
The latest issue of The Fluxx spotlights a curated selection of world-leading brands and cultural destinations, from globally recognised icons to independent design studios and hidden gems. The May issue features partners such as:
Alcami Architecture (Australia)
Bâoli (Dubai)
Bvlgari Resort (Bali)
Tracey Emin
Clerkenwell Design Week (London)
Faye Toogood
Flack Studio (Australia)
Spencer Fung
The V&A (London)
Moco Museum
John Cullen Lighting
Molly Cooper, Curated Spaces
Nobu (Ibiza)
Nôsa
One Club Row (London)
Each issue presents a considered, design-curated lens on global excellence, introducing readers to inspiring destinations, innovative design, and creative talent that embody the essence of modern luxury living.
The Founders: A Combined Legacy of Design and Lifestyle Expertise
Founders Martyn White and Anna Paganelli bring together an impressive background spanning luxury interiors, design consultancy, editorial production, and brand storytelling. Their combined experience includes collaborations with some of the most respected names in the industry, such as John Cullen Lighting, Buster + Punch, Lusso.com, Cameron Design House, Nôsa, Bone Idyll, Arthur Hooper’s, SHH Architects, and Philip Gorrivan.
This unique expertise positions The Fluxx as an insider platform, offering trusted, editorially-driven opportunities for credible partnerships, premium brand exposure, and intelligent storytelling that resonates with discerning audiences.
Advertising Partnerships: Tailored Solutions for Creative and Luxury Brands
The Fluxx offers flexible, tiered advertising packages designed to support brands at every stage of their journey. From emerging designers to established luxury leaders, the platform provides opportunities for brands to be featured through:
Native digital content
Curated editorial partnerships
Sponsored interviews and Q&As
Upcoming experiential events and activations
“Our goal is to build a genuine, design-led community,” explains co-founder Anna Paganelli. “Our advertising partners benefit from our editorial expertise, personalised approach, and deep understanding of the luxury and creative industries. From curated content to real-world activations, we provide tailored solutions to help brands grow meaningfully.”
Looking Ahead: The Fluxx Experiential and The Fluxx Awards
In the coming months, The Fluxx will launch Fluxx Experiential, a series of curated, content-driven events spotlighting exciting openings, cultural moments, and creative collaborations across London and beyond. The aim is to amplify quality, originality, and underrepresented excellence, not simply chase metrics or scale.
The platform will also introduce The Fluxx Awards, recognising individuals, brands, and creatives for their authenticity, resilience, and craftsmanship, celebrating excellence that goes beyond social media numbers or fleeting trends
“We want to celebrate brilliance, craft, and heart—not just ‘likes and numbers,’” adds Paganelli. “The Fluxx is about championing meaningful design and creativity in all its forms.”
