Louis Vuitton creates new chief brand creative officer role

Louis Vuitton has appointed Hector Muelas (pictured) as its chief brand creative officer, reporting to Damien Bertrand, deputy chief executive officer at Louis Vuitton.

In this newly created role, Muelas will steer the house's creative storytelling across all touchpoints to maintain overall brand image consistency.

Muelas brings extensive experience within parent company LVMH. Since August 2023, he served as global creative and brand director at Tiffany & Co., where he played a key role in elevating the jeweler's visual identity and cultural resonance. He first joined LVMH in 2015 as global vice-president of content at Rimowa, later serving as chief brand officer during the luggage brand’s global relaunch and repositioning.

Reflecting on his appointment on LinkedIn, Muelas expressed gratitude for his time at Tiffany & Co., adding that he is eager to begin a new chapter with a house so iconic that "without it, travel as we know it today—in all its poetic beauty and transformative power—wouldn’t be the same."

The leadership appointment aligns with Louis Vuitton’s ongoing strategy to strengthen its creative and brand presence globally. In Hong Kong, the brand recently unveiled a high-profile installation at LANDMARK in Central, transforming its signature monogram trunk into a vintage railway-inspired spectacle with digital screens simulating a moving train.

The activation forms part of LANDMARK's Destination CENTRAL, which encourages residents and international visitors to rediscover the district through its collectible Central Passport.

Similarly, last year, Louis Vuitton unveiled The Louis, a boat-shaped structure moored in Shanghai. Featuring a metallic Monogram-patterned hull on the exterior, the space houses dining, shopping and exhibition areas. This innovative concept connected LV's travel heritage with Shanghai's historical significance as a trading port and "gateway to the east", representing a major brand evolution for the city.

Located in HKRI Taikoo Hui, a landmark mixed-use commercial property in the prime district of Nanjing West Road, The Louis aimed to offer audiences a showcase beyond a traditional flagship, blending design, heritage, and cultural engagement.

MARKETING-INTERACTIVE has reached out to LV for more information. 

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