CRUSH AGENCY has announced the debut of ICONS. by CRUSH, a new global Talent & Audience division that strengthens its international footprint. Since launching in Paris in 2009, the agency has established itself as a leader in luxury experiential production, delivering high-profile projects such as the TIME100 Impact Awards in Dubai, Bvlgari Le Gemme Sahare in Riyadh, and the regional launch of Mercedes-Maybach. With a permanent base in the Middle East since 2015, this newest division marks a pivotal step in the agency’s continued expansion.
ICONS. by CRUSH emerges from over a decade of high-impact collaborations that have shaped the cultural landscape across Europe and the Middle East. CRUSH AGENCY is renowned for its founder’s extensive connections across the music, entertainment, and luxury sectors, having produced memorable moments for brands and artists including Huda Beauty and Kehlani, IWC and Jamiroquai, and supporting talent programming for Cartier, One&Only and others. These projects have helped define what the agency refers to as “iconic resonance”, where influential personalities elevate meaningful cultural moments.
Having organically developed talent management expertise through partnerships with Ne-Yo, Ayra Starr and Hiba Tawaji, the agency’s move to formalise a dedicated talent division follows naturally. ICONS. by CRUSH brings together a curated network of international artists, cultural leaders, speakers, athletes, creators and VIP personalities.
The division provides direct access to global and regional talent for major summits, cultural forums, entertainment events and audience-led programmes. ICONS. also offers comprehensive brand and image partnership solutions, including endorsements, representation strategies and unique engagement opportunities.
Headquartered in Paris and Dubai, with representation in Doha and a growing footprint in Saudi Arabia, CRUSH continues to work across borders to facilitate cultural connections. “ICONS. by CRUSH is the natural continuation of what we’ve been building since 2009,” says Sophie Christophe, Founder of CRUSH AGENCY. “We’ve always connected brands with exceptional talent. With ICONS, we unite music, sport, impact, and culture under one global roof, creating meaningful experiences led by extraordinary personalities.”
From high-level event line-ups to cultural programming and audience strategy, ICONS. by CRUSH embodies the agency’s commitment to excellence, emotional storytelling and cultural resonance — the hallmarks of the CRUSH brand.
