A storied European luxury house needed to build and continuously refresh its creative and cultural ecosystem in China. The mandate evolved over time, from VIP strategy to broader creative sourcing.
The intervention required identifying Chinese cultural figures with genuine credibility in independent cinema and intellectual circles, and sufficient visibility to anchor VIP strategy at shows and events. It later extended to sourcing creative talent for the house’s China-focused content and campaign initiatives, and most recently, identifying Chinese talent for the house’s ambassador and friends of the house strategy.
The approach prioritized cultural legitimacy over follower count, seeking figures whose presence would resonate authentically with the brand’s world rather than simply amplify it. Several of the talents identified remain active collaborators with the house today.