THE REFRESHMENT CLUB™
purveyors of ideas.
THE REFRESHMENT CLUB – DUBAI LAUNCH
Agency Overview
Founded in Paris in 2019, The Refreshment Club is a creative agency working across communication, brand, and platform design for a new generation of luxury and lifestyle brands. With a track record spanning fashion, beauty, retail and purpose-led businesses, the agency supports a client portfolio including Louis Vuitton, Westfield, Elie Saab, and the No More Plastic Foundation.
The agency’s distinctiveness lies in its AI-enabled creative systems—offering production efficiency without sacrificing human creativity. By combining identity-based insights with cultural intelligence and future-forward craft, The Refreshment Club has become known for campaigns that feel deeply relevant and emotionally resonant.
Middle East Launch
In response to growing demand in the region for AI-empowered strategic creativity, The Refreshment Club will officially open its Middle East office in September 2025. Based in Dubai, this expansion is a natural evolution of the agency’s partnerships in the region, including work with Chalhoub Group and other high-end clients.
The Dubai office will serve as the agency’s MENA hub, enabling closer collaboration and faster implementation of adaptive campaigns, retail transformation, and culturally relevant creative production.
Leadership in the Region
The Dubai office will be led by Founder and Creative Director Onur Kece, who brings over 15 years of global experience in creative leadership across Europe, the US, and the Middle East. Joining him is CEO and strategist Alix Petit, known for her unique brand vision and leadership in fashion and retail innovation.
Together, they form the face of The Refreshment Club in the region—bringing with them a cross-cultural mindset and an obsession with meaningful storytelling.
What the Agency Brings to the Market
The Refreshment Club enters the Middle East market with a clear point of difference: creative transformation through AI—not just acceleration. Unlike many consultancies that focus on automation and cost-cutting, TRC’s approach amplifies brand equity through:
- Deep audience and identity mapping
- Strategic campaign systems driven by AI
- Premium AI production workflows for fashion, beauty, and lifestyle sectors
- Adaptive campaign models tailored to markets across the GCC
- Through-the-line services—from strategic ideation to execution—delivered via a new model of client partnership
- Top-end AI production built on custom workflows that combine generative tools with expert human guidance
Client Endorsement
“With The Refreshment Club, we have been able to transform our campaign creation across all regions into a much more streamlined and strategic AI-enabled process. Their approach has also unlocked a new level of creativity and execution quality.”
—Tristin Eringher, Group Marketing Director, Unibail-Rodamco-Westfield
The School of Future Fundamentals (SFF)
In parallel with its agency work, The Refreshment Club launched the School of Future Fundamentals—an educational platform and transformation consultancy designed to help marketing leaders navigate the evolving world of AI.
“We felt that creating this education platform was absolutely necessary. Marketing teams are being asked to work with AI, but until now, no one was offering a way to understand how AI can truly empower a brand. Most platforms push optimization or acceleration. The SFF is different—it’s built to educate teams on how AI can amplify brand values and emotional connection.” - Edward Mills - Chief Learning Strategist SFF
In Summary
With a hybrid offering that blends creative strategy, AI-enabled production, and human insight, The Refreshment Club aims to help brands operating in the Middle East create relevance, loyalty, and long-term love—not just short-term efficiency.
CLIENTS
Danone, Westlfield, BETC, Stanley Brothers, Sambonet Group, Ercuis, Raynaud, Creat’d Ventures New York, Heimstone, Anja, Bendon Australia, Smirnoff, The New School Parsons Paris, Found Bubbly, Mc Donalds, Charottes Web, Vacay, Oceana, The Nature Conservancy