Daniel Hettmann, fashion events production guru, has established a new joint venture, Experiential H, with talent and creative agency MA + Group.

Experiential H, a production agency based between Paris and London, will draw on the resources of Hettmann’s namesake company and MA + Group to produce events for luxury, fashion and design clients. Hettmann owns a 49 percent stake in the venture; MA + Group holds a controlling 51 percent and will inject cash into the business as needed, Hettmann said.

As part of MA + Group, Experiential H will be able to tap into a broad roster of creatives, said Hettmann. “That’s a real added value. We can create very diverse experiences for clients that are a lot more tailored to who they are and to their DNA.”

Hettmann founded his namesake company in 2008, providing photo production and casting services to brands like Louis Vuitton before expanding into events production.

In addition to fashion shows, Experiential H will deliver pop-ups and other retail activations for clients, as well as brand marketing events. The move comes as many communications and creative agencies are evolving their business models to become full-service firms.

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