Complex Made Simple

Video: Renown Brand Strategist: “Minimalization is a form of maximization”

The Middle East’s leading conference on the business of luxury, arab luxury world (alw), attracted regional and global experts from the world of luxury who in May 2018 converged at the JW Marriott Marquis Dubai, to discuss ‘The New Consumer, Consumption, and Change.’

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Nicolas Chemla is an international freelance brand strategist and author. He graduated from HEC Paris and has an MA in Social Anthropology from SOAS in London.

After 20 years with the best global advertising networks (BETC, TBWA, and Grey) and award-winning campaigns for Coca-Cola, AirBnB, Roche Bobois, Sofitel, L’Oreal, P&G, Lacoste, Chemla has published a critically-acclaimed, thought-provoking book: “Luxifer: Why are we possessed by Luxury”.

His latest essay: “Anthropology of the Boorish Bourgeoisie” (2016) has been widely applauded and called an “electoral prophecy” by Liberation.

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AMEinfo had the chance to talk to the renown Brand Strategist, Nicolas Chemla, who shared his thoughts on how the Luxury world has evolved and is putting more effort into minimalization.

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