Profirst France Joins Petit Ami Under WMH Project to Form Production and Creative Agency The Officin

LONDON — Luxury events agency Profirst France, the French subsidiary of Profirst International, is joining forces with boutique creative production agency Petit Ami under French event and communications agency WMH Project to form The Officin, an event production and creative services agency serving a spectrum of clients in the luxury industry.

By merging the teams at Petit Ami and Profirst France, led by Jean-Philippe Braud, The Officin will have a presence in Paris, Dubai, Abu Dhabi, Saint-Tropez, Milan, and soon in Asia and the U.S., with clients across high jewelry, watchmaking, wines and spirits, and automotive, such as Zara, Veuve Clicquot, Patek Philippe, Moët & Chandon, Armani Beauty, Dior, Chanel and Ferrari.

WMH Project, an acronym for “We Make It Happen,” acquired Petit Ami, founded by Laurent Bandet, in 2023 as it sought to expand its activities in fashion, luxury and art. The next year, it added event and creative production agency Phénomène to its portfolio, bolstering its capability in event and film production within the beauty and cosmetics industries.

The Officin and Phénomène, founded by Kouros Neyssari, Olivier Gilbert and Odile Guimard, will be the key pillars to WMH Project’s luxury division, WMH Luxury, which is set to generate more than 60 million euros in revenue in 2025.

Marc Fischer and Franck Chaud, copresidents of WMH Project, said the decision to bring together three agencies under one roof is part of an ambitious consolidation strategy that’s aimed at strengthening the group’s position in the fast-evolving luxury and beauty event industries, both in France and internationally.

Braud, who now serves as cofounder and vice president of The Officin, said joining WMH Project means placing his 25 years of expertise in the service of a shared vision — “creating unforgettable experiences that combine strategic excellence, aesthetic precision and responsible impact.”

Bandet, who holds the same titles as Braud at The Officin, added that with creativity being the most powerful transformative force, he and the team imagine a space where ideas come to life, where scenography, innovation and craftsmanship come together to design unique experiences.

Neyssari of Phénomène and vice president of WMH Luxury, said the new alliance combines their know-how to elevate client experience and push the boundaries of creativity and emotion as WMH Group continues to grow.