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Creative

180 Announces New Luxury Offering 180 LUXE

The specialist unit will focus on elevating premium and luxury brands across culture.

180 Announces New Luxury Offering 180 LUXE

Several months after the arrival of the RE-UP team into the 180 global ecosystem, 180 has announced the launch of a new unit: 180 LUXE.  

Building on an extensive experience with global brands including Piaget, Dior, Chopard, Valentino Beauty, Prada and, 180 LUXE will continue the agency’s focus on more innovation and cultural relevance for their luxury clients both old and new.  

Brands that have an ambition to lead culture and take up a meaningful place in it need to consider how they are building their narrative in more innovative and culturally relevant ways.  


Managed between Paris and Amsterdam with support from New York and LA  

180 LUXE will be managed between Paris and Amsterdam and supported by New York and LA. It will be headed up by Laurent Francois and Pierre Humeau, as Managing Partners.  

Commenting on the launch, Laurent Francois, managing partner of 180 LUXE explains: “In the last seven years, we have grown with our luxury clients. We started with them venturing out in new territories, deep diving into emerging communities and trial-testing new approaches, partnering with the best people in their fields of expertise including coding, 3D animations, set building, filters, you name it. We are offering ample services to our clients including Research and Insights, Planning and Strategy, Innovation, High-End Content Creation and Amplification, and Community Management and Activation Programmes.”  

Pierre Humeau, managing partner of 180 LUXE says: “Today we’re thrilled to be boosting our proposal with extended products and services. Our clients and their brands are looking for a fresh perspective. The traditional models in luxury and premium brands are breaking as cultural relevance and speed to lead take more prominence. We will keep on working with our finger on the pulse to understand luxury customers, as technology evolves, as their preoccupations and concerns change from sustainability to legacy. We will keep on pushing boundaries with our clients to influence the culture of tomorrow.”  

Sander Volten, global CEO of 180 adds: “180 LUXE is a good example of where 180 is heading in 2021, as a modular ecosystem. 180 LUXE will be piloted out of Paris, the center of gravity for Luxury Maisons. We are taking a radically collaborative approach to tap into international trends for our clients across Asia, America, Middle East and Europe. We are really writing a new page in our company’s 20-year history. That’s The World As It Could Be!”  

To coincide with the launch, 180 LUXE is releasing a digital white paper, exploring luxury through the framework of the world as it could be, gathering a range of fresh perspectives from experts around the world to take a closer look at the influence premium and luxury brands are having in culture from beauty brands to sustainability and retail experience.  

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