stoic
hedonist

48.14° N · 11.58° E · 519 m

Composure by discipline. Pleasure without disturbance.

What is GUGG?

GUGG is a private order: one structure for everything a life is meant to hold — mind, bearing, time, capital, place and name.

An old idea, rebuilt from first principles — so that what is built here can be lived in, and left.

FIRST PRINCIPLES

Why an order?

For most of history, what a person built was held in an order: a standard, capital, a place to return to, a name. The order outlived its founder because it was built to.

Today each of these is rented. Attention is sold by the hour, capital chases the quarter, bearing is performed for an audience, places become footprints, time breaks into notifications, names are spent for reach.

These are not separate problems. They are symptoms of one structural failure: the absence of an order.

Six domains. One order.

Each domain answers one failure; none holds alone. A mind without capital is fragile, capital without a standard is dangerous, a name without a place is a rumour.

Together, they hold.

  1. MENSThe mindRead and examined.
  2. HABITVSThe bearingUpright and unhurried.
  3. TEMPVSTimeCounted in editions.
  4. OPESCapitalMeasured in generations.
  5. LOCVSPlaceOne fixed seat.
  6. NOMENThe nameKept, not spent.

Six articles, held.

The Codex · Coming soon
  1. I

    Memento mori

    after Marcus Aurelius

    The term is finite and its length is not known. What can be settled in this edition is not deferred to the next.

  2. II

    Amor fati

    Nietzsche

    What has happened is taken as given. The record is corrected by what follows it, never by revision.

  3. III

    Ataraxia

    Epicurus

    Pleasure is the absence of disturbance, not the presence of appetite. What cannot be held calmly is not taken.

  4. IV

    Sprezzatura

    Castiglione

    Effort is not displayed. The work is shown finished, or not at all.

  5. V

    Festina lente

    Augustus, in Suetonius

    Haste is spent on the decision, patience on the outcome. Nothing enters an edition merely to fill it.

  6. VI

    Sapere aude

    Horace

    The sources are read, and named. Nothing is held that has not been examined.

DOMVS

An order, self-governed.

The order answers to the Codex and to no one else. What is undertaken is not published; the rules it is held to, are.

DOMVS
private
TEMPVS
measured in editions, not quarters
SEDES
MUC · markets ZRH · NYC · DXB
OPVS
in progress · unannounced

Three pillars, examined.

The record, kept.

DIES · SINCE MMXXVI
—
SOL · MUC
—
MERCATVS · ZRH
—
MERCATVS · NYC
—
MERCATVS · DXB
—

Few by choice. Quiet by habit. Held by rule.

SENTENTIA · THE MOTTO

What holds, listed.

DATED · APPENDED

  1. MMXXVI · IThe register establishedrecorded
  2. MMXXVI · IThe working principles · I–VIrecorded
  3. MMXXVI · VEDITIO MMXXVIissued
  4. —CODEX · EDITIO MMXXVIforthcoming
  5. —OPVS · in progressunannounced

So that what is built outlasts the one who builds it.

When the mind is examined, capital patient, time measured and the name kept, a life stops being consumed and starts being built. GUGG exists to build that order — not to display it. To keep it.

GUGG · MUNICH · MMXXVI