CRUSH AGENCY, one of the most influential names in luxury experiential production, has announced the launch of ICONS. by CRUSH, a new international talent and audience division that expands the company’s global footprint across Dubai, Paris, and Doha.
Founded in Paris in 2009 by Sophie Christophe, the agency has built a reputation for delivering high-impact cultural and luxury experiences for world-leading brands. Its portfolio includes landmark productions such as the TIME100 Impact Awards in Dubai, Bvlgari Le Gemme Sahare in Riyadh, and the regional launch of the Mercedes-Maybach SL 680. With a permanent presence in the Middle East since 2015, the launch of ICONS marks what the agency calls “a major new chapter.”
A Founder Shaping the Region’s Creative Identity
Born in Sharjah and raised in Dubai, Sophie Christophe returned to the UAE a decade ago after years abroad, with a mission to bring her global creative experience back to the region. Today, she is among the few UAE-born creative entrepreneurs whose work resonates far beyond the Middle East.
As the founder of CRUSH AGENCY, Christophe has crafted luxury and cultural experiences for leading brands and global artists, including TIME100, Mercedes-Maybach, Bvlgari, Cartier and more. With the launch of ICONS, she aims to further elevate the UAE’s creative identity on the global stage, positioning it as a dynamic hub for talent, culture, and storytelling.
Building on a Legacy of Iconic Collaborations
CRUSH AGENCY has long been known for its deep network across the music and entertainment industries. Over the years, the agency has curated high-profile collaborations between luxury brands and internationally acclaimed artists — including Kehlani x Huda Beauty, IWC x Jamiroquai, and Cartier x Gloria Gaynor. It has also delivered major talent curation for One&Only, Bvlgari, the Africa Cup of Nations, Al Qadsiah Football Club, and Mercedes-Benz, among others.
Introducing ICONS. by CRUSH
Evolving naturally from the agency’s longstanding work in music, entertainment, and artist partnerships, ICONS. by CRUSH formalizes its role as a global talent division. The new unit will represent a curated roster of:
Regional and global musicians and artists
International speakers and thought leaders
Athletes and sports legends
Cultural icons
Founders, CEOs and impact leaders
VIP audiences for summits, forums and major events
Beyond appearances, ICONS will offer 360° branding and image-strategy support, helping talent build long-term endorsement and representation opportunities.
With offices in Dubai and Paris, representation in Doha, and planned expansion into Saudi Arabia, CRUSH will continue to operate worldwide, facilitating talent collaborations while producing high-impact cultural moments.
Announcing the new division, Christophe said: “ICONS by CRUSH is the natural continuation of what we’ve been building since 2009. We’ve always connected brands with exceptional talent. With Icons., we are uniting music, sport, impact and culture under one global roof, creating meaningful experiences led by extraordinary personalities.”
