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Case Study · Airelles, France & Italy
without losing the soul of a French maison.
Brand · Operations · Pre-Opening
Airelles stood at a pivotal moment, its first international expansion with the launch of Airelles Venezia. The brand needed to transition from a renowned French collection to a global luxury hospitality brand, without losing the distinctive spirit of its maisons.
LHC partnered with Airelles’ leadership to articulate the brand more clearly, support early positioning for Venezia and help the group think and work more globally across its growing collection.
Services
Airelles had built its reputation on a distinct, deeply rooted French identity, expressed through its maisons, service culture and sense of place. International growth introduced a new risk: that expansion could fragment what made it exceptional, rather than strengthen it.
Airelles needed greater clarity around how the brand should be expressed beyond France, in its positioning, employee materials, guest experience and operational thinking, while encouraging stronger collaboration between the existing maisons and the corporate team.
Working closely with senior leadership, LHC supported strategic direction across key areas of the organisation during a pivotal period of international expansion.
LHC clarified and articulated the Airelles brand, embedding it across employee, learning and marketing touchpoints to create greater consistency between brand intent and operational reality.
Alongside this, LHC supported the early positioning and launch direction for Airelles Venezia, helping shape how the brand’s first international maison would be introduced to the market.
Across the wider collection, LHC facilitated stronger collaboration between maisons and corporate teams, supporting a more connected approach as the brand evolved internationally.
“Liv played a key role in shaping our brand identity and aligning our direction at a pivotal moment for the group. Her thoughtful and highly professional approach has been a real asset to the brand.”
Anne-Laure Ollagnon CEO, Airelles Group
A clearer articulation of the Airelles brand and how it should be expressed across people, culture, operations and launch activity, supporting the group’s evolution beyond France while preserving the distinctive spirit of its maisons.
Brand Clarity
A clearer articulation of the Airelles brand, embedded across marketing, employee and learning touchpoints.
Shared Direction
Stronger collective ownership and collaboration across maisons and corporate teams for international expansion.
Venezia Readiness
Early positioning, launch direction and operational input for Airelles Venezia as the brand’s first international maison.
