How to Build a Community-Driven Cultural Brand


Kelly McCarthy


Hector Muelas


How do you build a community-driven, culturally relevant brand? This panel will dissect the meaning of cultural relevance, discussing how modern brands can and should contribute to culture in a meaningful way to nurture their audience. The panelists will share experiences from their work, including how Soho House has built one of most exclusive and culturally relevant communities in the world, and how LVMH-owned RIMOWA is reinventing what it means to be a luxury global luggage brand with a community-first approach through recent collaborations with FENDI, Supreme and OFF-WHITE.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Platinum Badge, Interactive Badge
Format: Panel
Event Type: Session
Level: Intermediate