37 Magazine
At its core, the Syndicate X Library is about the love of books—their magic, their ability to entertain, educate, and offer an escape from reality. For Chris “Bulldog” Collins, that power has shaped everything he’s built here. “A lot of us have gone through something,” Collins says. “And someone recommends a book or we see something in a bookstore that just jumps off the shelf. And it turns out to be exactly what we needed. The library was born from that feeling. From books that changed—and in some cases, saved—lives.”
That connection to books is what drives everything Collins does, from how he curates the space to the stories he shares beyond its walls. What began as a passion project evolved over two decades of collecting and two years of design and construction. Today, it’s an intellectual wonderland—an archive and experimental thought lab where books, design, philosophy, and art collide. Collins is building a world around that love: not just through this one-of-a-kind library, but through a growing lifestyle brand and his podcast Books That Changed My Life, where stories and turning points begin with a spine and a title.
Many of the books in his collection are signed or first editions, but what matters most are the ideas inside, which are meant to be applied, discussed, and challenged. That spirit continues into the Front Room, where a new installation focused on photography and design reflects books that shaped Collins’ creative thinking. Here, hardcovers dominate, each chosen for the resonance they carry rather than rarity alone.
One of Collins’ most cherished pieces is a photography book by Paul Graham, gifted to him by his partner. “All she said was, ‘People have been known to feel certain emotions when they go through this.’ … and I definitely felt certain emotions.”
Despite its grandeur and archival quality, the Syndicate X Library is built for interaction. Collins, never one for rules, designed it so people can touch the books, spin the vinyl, and make the space their own. There’s a working kitchen for private events, casual reading nooks, a vinyl lending wall, and books strategically placed with familiar titles intended to invite.
“This is not a museum,” Collins says. “Sometimes when people come in here, they feel a little intimidated, and that is not our intention whatsoever. We set books out to encourage interaction—things that are easy to grab and look inviting.”
The library’s entrance mirrors the custom box that houses I Am Leader, Collins’ own book on leadership and self-awareness. The box features two angular doors that open outward, just like the library’s entrance: a pair of identical panel doors matching the book in scale and symmetry. “There are some very distinct similarities,” Collins says. “I would go as far as to say, when you read this book, you can enter the library in your own special way.”
To Collins, leadership is not a title. It’s an act of self-awareness. I Am Leader embodies that ethos. More than a self-help book, it’s a creative manifesto urging readers to look inward as the starting point for impact. Collins believes one of the greatest threats to modern leadership is a lack of self-honesty. The book blends strategy, psychology, and design with a raw exploration of ego, failure, and power.
Collins has also taken his passion global through his YouTube series, Books That Changed My Life, where guests from all walks of life reflect on the stories that shaped them. A recent standout episode featured Kelsey Grammer, who reflects on his memoir Karen: A Brother Remembers, written in honor of his sister after she was murdered when he was twenty. The conversation is raw and emotional, touching the healing power of storytelling. Grammer shares how writing forced him to confront long-buried pain—and how putting Karen’s story on the page became a form of grace. Other recent guests include author E.A. Hanks, daughter of Tom Hanks, and Jenna Johnson, Dancing with the Stars champion and choreographer—both offering honest reflections on creativity, identity, and growth.
Through his extraordinary library, his book I Am Leader, and his podcast Books That Changed My Life, Collins is building a cultural archive that not only preserves the past, but dares the present to shape the future. And all for the love of books.
- Publication: 37 Magazine
- Editor-In-Chief: Jamee Beth Livingston
- Publicist: Rick Krusky, MWPR Inc
- Photography: Reto Sterchi
