Mumbai: Havas has announced the acquisition of independent event production agency Eyesight by Maison BETC, the global luxury-focused network of BETC. The move aims to strengthen Maison BETC’s capabilities in the luxury and premium brand segment by integrating specialized expertise in the design and production of fashion shows and high-profile brand events.
Founded in 2002 by Thierry Dreyfus, Eyesight has built a reputation for creating bespoke fashion shows and immersive events for leading global luxury houses. The agency brings together an international collective of creative and production specialists, including Edward Ross, Artistic Director in New York and Los Angeles; Alexandra Avalone, who oversees client liaison and production in the same markets; and Marie Meresse, a Paris-based producer managing global teams.
With operations spanning Paris, New York and Milan, Eyesight is recognised for delivering sophisticated artistic productions that blend art direction, lighting, scenography and emerging media technologies to create large-scale experiential projects for luxury brands. Under Dreyfus’ leadership, the agency has staged more than 3,000 fashion shows for renowned brands including Dior Homme, Yves Saint Laurent, Fendi, Virgil Abloh, Comme des Garçons, KidSuper, EgonLab and Salomon.
The acquisition will enable Maison BETC to expand its services across the luxury value chain while enhancing its production capabilities through Eyesight’s highly specialised expertise. Eyesight will also collaborate with BETC’s production entity POP and leverage the network’s international presence to pursue new partnerships with leading luxury brands.
Additionally, both organisations have begun exploring joint capabilities in artificial intelligence, with the potential to further evolve fashion show experiences and their cinematic documentation.
Commenting on the acquisition, Yannick Bolloré, Chairman and CEO of Havas, said, “We are delighted to welcome Thierry Dreyfus and the entire Eyesight team to the Havas family. This acquisition is fully in line with our ambition to offer brands increasingly more desirable, innovative, and premium experiences, in a highly specialized area where we were not previously active. The addition of Eyesight strengthens the Group’s presence in the world of luxury.”
Mercedes Erra, Founder and Chair of BETC’s Supervisory Board, added, “Eyesight’s know-how and creative sensitivity resonate perfectly with Maison BETC’s DNA. Together, we will be able to explore new territories and design experiences that combine aesthetic power, precision, and emotion. We admired Eyesight’s talent, their sense of refinement and openness, their love of quality, and their close relationships with fashion creators. Meeting Marie Meresse and Thierry Dreyfus was an important moment for us.”
Sharing his perspective on the partnership, Thierry Dreyfus, CEO and Artistic Director of Eyesight, said, “Eyesight was built on encounters: creative individuals brought together by the same desire for beauty, through listening, and through the joy of creating emotion together. We’ve long defended our independence and discretion, but meeting BETC was a genuine turning point. We share the same pursuit of perfection and the same need for humanity in the way we create. Joining Maison BETC means combining our strengths to imagine experiences that are even more sensitive, more accurate, and more ambitious for the brands we support.”
Clément Boisseau, CEO of Maison BETC and Global Chief Strategy Officer of BETC, highlighted the strategic significance of the move, “With Maison BETC, we are building an international network dedicated to the future of luxury. The arrival of Eyesight strengthens our ability to create experiences with exceptional standards and supports the development of our Maison in Paris, New York, and Shanghai.”
