Communication Firm FSB Group Opens Dubai Outpost

by · WWD
FSB Group's Andrea Reina, Elisabetta Pansoya, Chiara Fornari, and Enrico Fasoli.Courtesy of FSB Group

MILAN — Despite the ongoing tensions in the region, Milan-based communication company FSB Group is betting on the resilience of the Middle East as an increasingly important hub for fashion, luxury and lifestyle brands.

The firm is opening its first permanent international outpost in Dubai, where some of its communication service providers, including Fasten Seat Belts and Pilot Room, have already been doing business for their network of global clients.

The outpost in downtown Dubai close to the Burj Khalifa will operate with a dedicated team overseen by Andrea Reina and Chiara Fornari, cofounders and partners of FSB Group, alongside managing partners Enrico Fasoli for communications and PR, and Elisabetta Pansoya for experiences and events.

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“Dubai is one of the world’s leading luxury hubs. We have been working on projects in this market for some time, and the decision to strengthen our presence here is the natural next step in a journey already underway.…Today, this market is looking for more than a simple presence: It wants companies to truly know the region, understand its culture, values and audience, and build content, relationships and experiences on that foundation,” Reina said.

To be sure, many luxury brands have been increasingly looking to the Middle East for growth over the past few years, especially as China, once a major growth engine, has struggled to regain momentum.

Although the war in Iran may have disrupted those plans in the near term, FSB Group plans to scale its business in the Middle East by helping its international clients build a reputation in the region, while also providing its know-how to local brands seeking to expand their footprint in Europe and the Western world.

“The United Arab Emirates are an emblematic example of the complexity of today’s markets: The population is made up of about 12 percent Emirati citizens and 88 percent expatriates from more than 200 countries, in addition to more than 19 million tourists and international visitors each year. This extraordinary mix of cultures, languages, interests and lifestyles is prompting us to broaden our strategic and creative outlook. The challenge is to develop global concepts that are true to brands’ identities and positioning, while translating them into targeted strategies and initiatives that reach and engage all these different audiences. We are already experiencing the region as an extremely dynamic market, where creativity, experimentation and fresh perspectives have fertile ground to flourish,” Fasoli said.

FSB Group includes a network of Italy-based communication agencies, including Ready2Fly, Take Off and Red Eye, in addition to Pilot Room and Fasten Seat Belts. As reported, earlier this year it also debuted Runway, a new business unit within its portfolio dedicated to the creation, production and direction of fashion shows.