r e t a i l a r t i s t d i r e c t i v e .

radically rational.

retail artist directive a.k.a. "rad" is the parent company of bentushar’s product lines from retail audio directive, retail automobile directive, and retail architecture directive. the goal of rad and its subsidiaries is to bridge the gap between the messages of the artistic community, the directed design, creative problem solving, and technological advancement of the design community, and the direct marketability of the consumer world. the goal is to not only create aesthetically pleasing, practically designed, and innovative products but to spread global awareness and make modern consumer society a better place for humanity as a whole. rad's foundation is based on collaboration with other artists and brands in order to build upon each others ideas and create groundbreaking products as well as give back to our communities and support humanitarian causes around the world.