On November 12, the Europe-based communication group WMH Project announced the creation of The Officin, a new creative and production agency aimed at expanding its footprint in the luxury sector.
The new entity was born from the merger of Profirst France, a leading French event production company, and PETIT AMI, a creative studio specializing in fashion, art, and culture. Together, they join Phénomène under WMH Luxury, the group’s luxury division, forming a key pillar in its growing portfolio.
The European Powerhouse Redefining Communication and Experience
WMH Project is one of the leading integrated communication groups in France and Europe. The company carries out approximately 1,500 projects each year across more than 100 countries, offering end-to-end expertise in event management, spatial design, film and image production, digital strategy, and influence marketing for corporate, institutional, and brand clients.
With offices in Paris, Bordeaux, Lyon, Marseille, Brussels, and Los Angeles, and a team of over 500 professionals, WMH Project has established itself as a major non-media communication powerhouse.
In 2023, the group was certified as a mission-driven company, reinforcing its commitment to environmental, social, and ethical responsibility. Generating annual revenue of approximately €230 million, WMH Project is recognized as one of Europe’s foremost communication groups operating outside traditional media.
Within the group, WMH Luxury focuses exclusively on high-end sectors including fashion, beauty, jewelry, and automotive. It continues to strengthen its position as a global partner for luxury brands seeking to create distinctive and emotionally resonant experiences.
Strategic Expansion in the Luxury Sector
The integration of Profirst France and PETIT AMI represents a key step in WMH Project’s growth strategy to become a global leader in luxury event production and creative services.
The Officin already operates offices in Paris, Dubai, Abu Dhabi, Saint-Tropez, and Milan, with expansion plans for Asia and the United States. WMH Luxury’s revenue is expected to exceed €60 million in 2025.
Founded in 1998 and led by Jean-Philippe Braud, Profirst France has become a trusted partner for the world’s top luxury houses across high jewelry, watchmaking, wines & spirits, and automotive. The agency is known for its immersive, emotionally charged experiences—such as the Grand Prix de la Haute Joaillerie in Monaco—which blend strategic precision with aesthetic refinement.
Meanwhile, PETIT AMI, founded by Laurent Bandet in 2017, has established itself as a creative studio that bridges fashion, art, and culture with a distinctive vision. By combining both teams, The Officin brings together multidisciplinary expertise spanning scenography, design, digital innovation, PR, and retail.
A New Form of Luxury: “Curating Emotion”
At the core of The Officin lies the belief that “luxury guided by meaning and precision” defines the future of creative industries. It aims to merge creativity with discipline, singularity with relevance, and vision with craftsmanship.
WMH Project Co-Presidents Marc Fischer and Franck Chaud commented: “By bringing together, alongside Phénomène, the teams of PETIT AMI and Profirst France within The Officin, WMH Luxury gains significant strength. This move is part of an ambitious consolidation strategy that strengthens the Group’s position in the fast-evolving luxury and beauty event industries, both in France and internationally.”
Jean-Philippe Braud, Co-Founder and Vice President of The Officin, stated: “Joining WMH Project means placing twenty-five years of expertise in the service of a shared vision: creating unforgettable experiences that combine strategic excellence, aesthetic precision, and responsible impact. The beautiful chapter of Profirst France closes today so that, together, we can write a new story — a collective, promising adventure and the beginning of a new signature, a curator of emotion.”
Laurent Bandet, Co-Founder and Vice President of The Officin, added: “The Officin was born from a shared conviction: creativity is the most powerful transformative force. We imagine a space where ideas come to life, where scenography, innovation, and craftsmanship come together to design unique experiences — both sensitive and visionary. Together, we are inventing a new territory of expression: a free, bold, and inspiring house devoted to emotion and savoir-faire.”
Kouros Neyssari, Co-Founder of Phénomène and Vice President of WMH Luxury, also remarked: “After more than a year and a half with WMH Group, I’m delighted to see WMH Luxury strengthened by the talents of Profirst France and PETIT AMI as we continue to grow. This alliance of expertise embodies a shared vision: combining our know-how to elevate client experience and push the boundaries of creativity and emotion.”
The Officin: Shaping the Future of Luxury Events
WMH Project envisions a new era of creative expression within luxury—one where emotion, design, and innovation coexist seamlessly. The birth of The Officin marks a symbolic first step in realizing that vision: a prototype for the future of luxury experiences where sensibility and structure converge to create lasting impact.
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