News Desk
DUBAI: CRUSH AGENCY expands its global footprint with the launch of ICONS. by CRUSH, a new international Talent & Audience division. Founded in Paris in 2009, CRUSH AGENCY has become one of the leading names in luxury experiential production, delivering landmark projects such as the TIME100 Impact Awards in Dubai, Bvlgari Le Gemme Sahare in Riyadh, and the recent Mercedes-Maybach regional launch. With a permanent presence in the Middle East since 2015, this marks a major new chapter.
A natural evolution of a legacy built on iconic collaborations, CRUSH AGENCY is recognized for its founder’s extensive music and entertainment network. The agency has curated unforgettable moments for luxury brands and globally renowned artists, including Huda Beauty and Kehlani, IWC and Jamiroquai, and talent curation for Cartier, One&Only and more. For more than a decade, CRUSH has brought leading talents to elevate cultural events across the Middle East and Europe, moments defined by what the agency calls iconic resonance, the emotional and cultural impact created when extraordinary personalities meet meaningful occasions.
Rooted in long-standing expertise and shaped by years of acting as an extension of artist management for selected partnerships with Ne-Yo, Ayra Starr and Hiba Tawaji, the talent arm naturally evolved as part of the CRUSH DNA. Today, this becomes official with the launch of ICONS. by CRUSH, a curated division representing world-class artists, speakers, creators, leaders, athletes, and cultural figures.
ICONS. by CRUSH provides direct access to regional and global artists, thought leaders, sports legends, cultural icons, founders, and VIP audiences for forums, summits, and major events. Alongside appearances, ICONS. offers full 360° image and brand-partnership strategies, securing talent for longterm endorsements, representation, and one-off engagements.
With offices in Dubai and Paris, representation in Doha, and expansion into Saudi Arabia, CRUSH operates worldwide, facilitating talent collaborations and cultural moments. “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.”
Whether curating performances, building summit lineups, or crafting high-level audience programs,
ICONS. by CRUSH embodies the CRUSH ethos: excellence, emotion, cultural depth, and above all, iconic resonance.
