HELPING BRANDS ELEVATE
An expertise centered on the luxury travel, leisure and lifestyle sectors
ETHICAL LUXURY VALUES
More than 20 years at the service of established or emerging brands willing to embrace the authentic luxury values.
A REPUTATION OF CREATING
A proven methodology and creative force to effectively reach and engage the identified target audiences.
Paris – Tokyo – Hong Kong
HELPING BRANDS ELEVATE AND CREATE
MEANINGFUL AND LASTING RELATIONSHIPS
As a new generation of urban globally-minded consumers emerges, a subtle shift in attitudes is seeing an increased interest in products and brands embracing the “sustainable luxury” values: authenticity, craftsmanship, provenance, environmental sustainability, positive socio-cultural impact, and utmost quality in terms of both product and service. Atelier Creations provides brand strategy consulting, creative and communication services exclusively to clients committed to these values, also encompassed under the term “positive luxury” or “ethical luxury”. Our expertise is centered on the travel, leisure and lifestyle sectors for both established and emerging organizations, including tourism destinations, luxury tourism companies, hotels and spas, cultural institutions, and lifestyle brands.
With offices in Paris, Tokyo and Hong Kong, we are in a unique position to offer to our clients:
- A solid understanding and reach of both the European and Asian markets;
- Strong global relationships with media and influencers dedicated to the luxury industries;
- Economies of scale resulting in reasonable execution costs.
At Atelier Creations, we believe in interactive and close client-agency relationships. We create a real partnership with our clients and quickly become considered as an extension of their in-house team. Last but not least, we only engage clients whose products we are passionate about.
Part of the LaPaz Group of companies, Atelier Creations offers more than twenty years of expertise exclusively in the crafting of strategies and consumer brand experiences infused with sense and sensibility:
- Sense, using a proven disciplined, market research-driven methodology;
- Sensibility, expressing throughout the brand story, design, digital interactions and bricks-and-mortar experiences, the intangible values of sustainable luxury.
Our team members have a proven track record of accompanying both those brands looking to emerge, and established organizations wishing to evolve and grow, under the codes driven by the current paradigm shifts in luxury consumption.
The values we encompass under sustainable luxury include: The preservation of craftsmanship know-how, ecology, ethics, humanism, and a close connection to the production process and the origins of things that are made or services that are delivered.
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BIOGRAPHY OF Ludovic Lainé
Ludovic Lainé, Founder and Chief Strategy & Creative Officer of Atelier Creations, has vast experience in the development of integrated marketing communications strategies and plans. Prior to his current endeavours, he was the Managing Director of the New York office for YPB&R (now MMGY Global), one of the leading travel, leisure and entertainment branding and full-service communication agencies whose portfolio of accounts includes the Mexico Tourism Board, Carnival Cruise Lines, the Ritz-Carlton Hotel Company, Marriott International, the French Government Tourism Board, and Titanic: The exhibition. Other organizations Ludovic Lainé has collaborated with include: The Leading Hotels of the World, Le Méridien Hotels, Canyon Ranch, Rancho la Puerta, the International Spa Association (ISPA), Cirque du Soleil, Hyatt, the Field Museum (Chicago), the Muséum national d’histoire naturelle de Paris, and GE Healthcare. He has also consulted for Brand Solutions, the Seattle-based brand consultancy whose clients include Microsoft, Hewlett-Packard, REI, Nokia and Starbucks. Ludovic Lainé holds an MBA-accredited Masters from Cornell University, where he specialized in strategic branding, integrated marketing communications and sustainable development. He is a co-founder of 1.618 Community, a think (and do) tank whose mission is to help luxury brands move their sustainability agenda forward. He is fluent in English, French and Spanish.
BIOGRAPHY OF SATOKO NAGAHARA
Satoko Nagahara founded the Tokyo office of Atelier Creations in 2014. Since then, she has demonstrated a unique ability to implement public relations programs for private sector clients, focusing mainly on her passion: the tourism and leisure industry. She currently provides public relations and business development services in Japan to Small Luxury Hotels of the World (SLH), a diverse collection of over 520 independently-spirited hotels in more than 80 countries. Other hospitality organizations she has collaborated with include: Hotel Okura in Japan, Amankora in Bhutan (Aman Resorts) and the Ritz-Carlton Millenia in Singapore. Satoko Nagahara also brings, from the early chapter of her career, tremendous experience and an extensive network of contacts in the business, legal and banking sectors. After her first professional experience with a law firm (Sakura Kyodo law offices), Satoko Nagahara worked for five years for the global banking, project and export finance division of HSBC in Tokyo. She is also the CEO and Managing Director of the consultancy and management company Atelier LaPaz. Satoko Nagahara holds a Master of Management in Hospitality from Cornell University School of Hotel Administration (USA), a Bachelor in Law from Keio University (Japan) and a Juris Doctor degree, specializing in labour law, from Keio Law School. She is fluent in English and Japanese.
BIOGRAPHY OF Fanny Moreno
After the completion of her studies in 2002, Fanny Moreno immersed herself in the world of communications and became well-versed in a wide array of means of expression: advertising films (McCann Erickson), fashion campaigns (Works), and visual identity (Base Design) for luxury brands including Chanel, Delvaux, Heschung, and Maison Michel, as well as the French Ministry of Culture.
After having regularly developed, from 2002 to 2009, communications strategies based around the dialog between artists and brands, Fanny Moreno found her way back to the handcrafted object in 2009, when joining A&E Company Limited, the supplier of items in “lacquered wood and lacquered horn” for prestigious brands such as Hermès, Shang Xia, Baccarat, Louis Vuitton, and La Compagnie Française de l’Orient et la Chine. With responsibilities that included liaising between the headquarters in Hong Kong, the ateliers in Vietnam and the clients in Paris, she deepened her knowledge not only in craftsmanship (embroidery from Pakistan, Burmese lacquer…), but also in the way beliefs and traditions inherited from the past are expressed through objects, and the challenges presented by the expectations of today’s consumers.
Within Atelier Creations, Fanny Moreno puts her solid knowledge and experience in luxury branding and communication at the service of the agency’s clients. Her current undertakings include the development of dialogs and collaborations between artisans, artists and designers, working for brands that are passionate about their history and products, and whose values include the preservation of our cultural and natural heritage, those irreplaceable sources of life and inspiration.
As the lines between public relations, advertising, marketing, digital and social media have blurred, Atelier Creations helps brands create meaningful and purposeful connections with the right target audiences.
& IDENTITY DESIGN
One of the strengths of our organization is our multidisciplinary team that brings to each new project a balanced set of skills and experiences in business, brand strategy, communication and design.
DESIGN ALONE DOES NOT CREATE A BRAND.
At Atelier Creations, all creative expression is underpinned by deep strategic thinking.
Our brand services include:
- Brand diagnostic
- Market research
- Brand strategy
- Brand positioning (or re-positioning)
- Brand narrative development
- Brand naming
- Visual identity design
- Brand guidelines development
- Brand rollout
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Facing changes in the affluent consumer market (socio-demographic changes, evolving values, a higher global cultural acumen than in the past), industry players in the luxury, lifestyle and leisure industries must:
- Create content and experiences that reflect the values and worldview of the target audiences;
- Be storytellers of a new kind.
Creating a unique consumer experience today therefore means recruiting a group of diverse of talents who bring multidisciplinary skills to the project, and ensuring that the creative process is rooted in a very pragmatic methodology, where nothing is left aside. This is the foundation for the crafting of unique and long-lasting places that will resonate within the target audiences both at the rational and emotional levels. Our team members have a vast background in translating the heritage and story of a brand into quintessential experiences. We have, since our origins, crafted immersive “bricks-and-mortar” environments (hotels, restaurants, wellness centers, exhibitions…) that express a unique story while taking into consideration all the relevant functional aspects for a flawless interaction of the consumer with the brand.
In addition to working directly with brand owners, we frequently assist architects, interior designers, and scenographers to envision environments that immerse the end consumer at the center of a story. This is achieved through the development of design narratives consisting of:
- A meticulously documented work, composed of literature and images (on a place, a trade, a founder…);
- The weaving of a compelling brand narrative;
- The production of a clear editorial line.
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By sound strategy, we mean market research-driven content and engagement. At Atelier Creations, we help brands attract meaningful prospects and generate more revenue. And we do so in the most cost-effective way for our clients. Last but not least, we prioritize reliability, scalability and performance. When applying our methodology to the digital sphere, insights and strategy always inform content development, design and technology.
Our digital services include:
- Digital marketing strategy
- Digital creative and content development
- Web and mobile
- Social media relationship management
- Analytics and optimisation
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At Atelier Creations, we develop targeted communications campaigns that support our clients’ strategic business goals and drive targeted audiences to action. Our team is composed of seasoned public relations strategists, relationship-driven publicists and tastemakers versed in the crafting and execution of integrated strategies that blend traditional media relations and engaging digital campaigns.
Our public relations services include:
- Trend reporting
- Strategic communications planning
- Ideation and content development
- Media outreach and relations (online and offline)
- Digital influencers campaigns
- Special event planning and production
- Marketing partnerships
Atelier Creations can approach client work in three possible ways, based on needs: public relations counsel, project-specific public relations, and ongoing public relations.
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EVERY STEP WE TAKE IS ROOTED IN DATA AND INSIGHTS We take pride in our proven market research-driven methodology, which results in relevant strategic plans and compelling content designed to effectively reach, engage, and influence the identified target audiences. There is no cookie-cutter approach at Atelier Creations. We study a brand, product or idea from every angle, and each action we take is designed to enhance our clients’ bottom lines.
- Is a research-driven process that leverages our unique knowledge about today’s empowered affluent consumer characteristics, behaviours, needs and perceptions;
- Is based on a deep understanding of how consumers and brands connect and interact;
- Builds on our distinctive ability to intersect strategic thinking, creativity, and operational feasibility and implementation;
- Sparks short-term results and yields lasting competitiveness and high brand equity.
- Brand and business analysis
- Market research
- Competitive landscape analysis
- Trend mapping
- Business objectives
- Integrated communication plan
- Distribution strategy
- Market research-driven creative brief
- Creative concept
- Communication plan
- Distribution strategy
- Audience engagement measurement
- Content optimization
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BRAND DEVELOPMENT AND IDENTITY DESIGN
Social Media Relations
© 2018 Atelier Creations