Where Vision Meets Modern Desire
Kering’s maisons shape culture. Dentsu shapes the way the world discovers it. Welcome to your portal into the cultural and algorithmic forces defining the next era of luxury.
Discover the thinking
In a world shaped by fluid identities and intelligent systems, true luxury comes from the ability to listen and evolve. This destination curates ideas and creative frameworks for Kering’s maisons, offering a clear look at the signals shaping modern desire and the generations redefining influence, aspiration and belonging.
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BEHAVIOR / MEANING
Human Truths in the Algorithmic Era
Luxury now moves at the pace of culture and is discovered at the speed of algorithms. Our latest frameworks illuminate how identity, desire and influence shift across digitally native audiences and what that means for maisons seeking to remain culturally resonant. This report built by dentsu’s global experts reveals the emotional and behavioral codes that can be used as a guide for modern luxury decision-making.
BEHAVIOR / MEANING
Human Truths in the Algorithmic Era
Luxury now moves at the pace of culture and is discovered at the speed of algorithms. Our latest frameworks illuminate how identity, desire and influence shift across digitally native audiences and what that means for maisons seeking to remain culturally resonant. This report built by dentsu’s global experts reveals the emotional and behavioral codes that can be used as a guide for modern luxury decision-making.
SYSTEMS / CRAFT
Creating Lasting Brand Loyalty
TAG’s global production and content capabilities empower luxury brands to deliver elevated, consistent and beautifully personalised experiences across every market. Through a blend of scale and sensitivity, TAG enables the creation of high-quality content that remains artistically coherent while honoring local cultural nuance, supported by end-to-end systems that harmonize craft, efficiency and speed.
Together, these capabilities form the backbone of maison-specific content ecosystems, designed to thrive in the Algorithmic Era, where refinement, continuity and precision are essential to sustaining lasting brand loyalty.
GEOGRAPHY / VELOCITY
China Focus: Sports & Entertainment Trends
In the vast dynamism of China’s cultural economy, three transformative forces are reshaping how luxury will be discovered, felt and shared. From sport as a rallying point of identity to entertainment fracturing into micro-communities of superfans, and from immersive digital experiences to algorithmically powered participation. This report invites us to understand not simply what is happening, but how luxury must evolve in response. For global maisons seeking relevance in China’s 1.4 billion-person market, these insights offer clarity and direction; a map through the complex terrain of attention, culture and emotion.
CREATORS / CULTURE
House of Creators
Dentsu’s House of Creators is a global ecosystem where craft meets cultural intelligence, enabling maisons to collaborate with emerging creative voices who bring authenticity, freshness and uncompromising aesthetic clarity.
It is a space where creator-led worldbuilding becomes possible - where stories unfold across formats, senses and technologies, and where brands gain access to new cultural communities and movements that shape modern desire. House of Creators represents a contemporary expression of how luxury and creativity coexist: fluid, fearless and deeply attuned to culture.
SYSTEMS / CRAFT
Creating Lasting Brand Loyalty
TAG’s global production and content capabilities empower luxury brands to deliver elevated, consistent and beautifully personalised experiences across every market. Through a blend of scale and sensitivity, TAG enables the creation of high-quality content that remains artistically coherent while honoring local cultural nuance, supported by end-to-end systems that harmonize craft, efficiency and speed.
Together, these capabilities form the backbone of maison-specific content ecosystems, designed to thrive in the Algorithmic Era, where refinement, continuity and precision are essential to sustaining lasting brand loyalty.
GEOGRAPHY / VELOCITY
China Focus: Sports & Entertainment Trends
In the vast dynamism of China’s cultural economy, three transformative forces are reshaping how luxury will be discovered, felt and shared. From sport as a rallying point of identity to entertainment fracturing into micro-communities of superfans, and from immersive digital experiences to algorithmically powered participation. This report invites us to understand not simply what is happening, but how luxury must evolve in response. For global maisons seeking relevance in China’s 1.4 billion-person market, these insights offer clarity and direction; a map through the complex terrain of attention, culture and emotion.
DESIGN / SIGNALS
Signals of Change:
Designing for Gen Z & Gen Alpha Through Data, Design & Digital Collaboration
Luxury evolves at the intersection of culture, creativity and technology. This conversation explores how these generations create, behave and belong - and what that means for brands seeking to stay beautifully relevant in an era powered by algorithms and emotion. Through data-led insight, collaborative design and emerging digital practices, we uncover the signals reshaping the future: the new aesthetics, the new rituals, the new identities and the new ways desire is formed.
DESIGN / SIGNALS
Signals of Change:
Designing for Gen Z & Gen Alpha Through Data, Design & Digital Collaboration
Luxury evolves at the intersection of culture, creativity and technology. This conversation explores how these generations create, behave and belong - and what that means for brands seeking to stay beautifully relevant in an era powered by algorithms and emotion. Through data-led insight, collaborative design and emerging digital practices, we uncover the signals reshaping the future: the new aesthetics, the new rituals, the new identities and the new ways desire is formed.
INTELLIGENCE / ELEGANCE
The Agentic AI Playbook
Agentic AI is reshaping how brands create, decide and serve, yet true sophistication lies in knowing where to begin. This playbook distills the complexity into a refined starting point, guiding maisons toward intelligent automation that enhances efficiency without compromising experience. It reveals how to identify the right use cases, balance human intuition with machine precision and build the data foundations required for AI systems to perform with grace and reliability. Crafted with the combined expertise of Salesforce Agentforce and Merkle, it offers a considered path forward for brands seeking to harness AI with intention, discipline and quiet confidence.
IDENTITY / EVOLUTION
The Gen Z Effect
Gen Z and Gen Alpha build their identities across platforms, aesthetics, communities and immersive worlds. Their attention is earned, not captured, by brands that speak their language and move at their rhythm. They interpret generative AI, platform monetization and the idea of integrity in media through the lens of lived experience, weighing opportunity against privacy, creativity and purpose. Understanding their rituals, creative expressions and values unlocks the pathways to tomorrow’s aspiration and to the influence they will bring to culture, commerce and media.
STORY / EMOTION
Sports Docuseries:
Broadening Fandoms & Deepening Connections
Sport-driven storytelling is expanding global fandom and redefining how audiences connect with brands. Our docuseries perspective shows how narrative-led content builds emotional depth, attracts new communities and creates entry points for younger viewers, many of whom discover luxury not through category messaging, but through culture itself.
PASSION / POWER
Dentsu Sports & Entertainment Hub
Sport and entertainment have emerged as the new luxury runways - global stages where aspiration, influence and emotional loyalty converge with remarkable intensity. Within this hub, dentsu offers a refined view into how sport operates as a modern storytelling platform, how athlete-driven culture is shaping contemporary identity, and how thoughtful integrations can deepen a brand’s cultural presence in ways that feel both natural and deeply resonant.
It is a space where passion becomes power and where premium brands can engage audiences with authenticity, emotion and enduring impact.
IDENTITY / EVOLUTION
From Gen Z, to Gen Z: The Pace of Progress
In The Pace of Progress, dentsu’s annual media trends report, we explored three forces shaping 2024: generative AI, the push to monetize digital platforms, and a broader view of brand performance that includes societal impact. Our new Gen Z Edition focuses on how these themes apply to Gen Z. We asked Gen Z directly about these trends, and this report shares both their perspectives and our key takeaways.
INTELLIGENCE / ELEGANCE
The Agentic AI Playbook
Agentic AI is reshaping how brands create, decide and serve, yet true sophistication lies in knowing where to begin. This playbook distills the complexity into a refined starting point, guiding maisons toward intelligent automation that enhances efficiency without compromising experience. It reveals how to identify the right use cases, balance human intuition with machine precision and build the data foundations required for AI systems to perform with grace and reliability. Crafted with the combined expertise of Salesforce Agentforce and Merkle, it offers a considered path forward for brands seeking to harness AI with intention, discipline and quiet confidence.
IDENTITY / EVOLUTION
The Gen Z Effect
Gen Z and Gen Alpha build their identities across platforms, aesthetics, communities and immersive worlds. Their attention is earned, not captured, by brands that speak their language and move at their rhythm. They interpret generative AI, platform monetization and the idea of integrity in media through the lens of lived experience, weighing opportunity against privacy, creativity and purpose. Understanding their rituals, creative expressions and values unlocks the pathways to tomorrow’s aspiration and to the influence they will bring to culture, commerce and media.
STORY / EMOTION
Sports Docuseries:
Broadening Fandoms & Deepening Connections
Sport-driven storytelling is expanding global fandom and redefining how audiences connect with brands. Our docuseries perspective shows how narrative-led content builds emotional depth, attracts new communities and creates entry points for younger viewers, many of whom discover luxury not through category messaging, but through culture itself.
PASSION / POWER
Dentsu Sports & Entertainment Hub
Sport and entertainment have emerged as the new luxury runways - global stages where aspiration, influence and emotional loyalty converge with remarkable intensity. Within this hub, dentsu offers a refined view into how sport operates as a modern storytelling platform, how athlete-driven culture is shaping contemporary identity, and how thoughtful integrations can deepen a brand’s cultural presence in ways that feel both natural and deeply resonant.
It is a space where passion becomes power and where premium brands can engage audiences with authenticity, emotion and enduring impact.
IDENTITY / EVOLUTION
From Gen Z, to Gen Z: The Pace of Progress
In The Pace of Progress, dentsu’s annual media trends report, we explored three forces shaping 2024: generative AI, the push to monetize digital platforms, and a broader view of brand performance that includes societal impact. Our new Gen Z Edition focuses on how these themes apply to Gen Z. We asked Gen Z directly about these trends, and this report shares both their perspectives and our key takeaways.
QUICK LINKS
BEHAVIOR / MEANING
Human Truths in the Algorithmic Era →
SYSTEMS / CRAFT
Creating Lasting Brand Loyalty →
GEOGRAPHY / VELOCITY
China Focus: Sports & Entertainment Trends →
INTELLIGENCE / ELEGANCE
The Agentic AI Playbook →
IDENTITY / EVOLUTION
The Gen Z Effect →
DESIGN / SIGNALS
Signals of Change / Gen Z Gen Alpha →
STORY / EMOTION
Sports Docuseries →
PASSION / POWER
Dentsu Sports & Entertainment Hub →
IDENTITY / EVOLUTION
From Gen Z, to Gen Z →
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