Arnaud Delecolle Strategic AdvisorBrand Culture & Commerce
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Selected Works

Cultural Architecture.
Cultural interventions that institutionalize brand presence and build meaningful resonance within global cultural epicenters.
OBRA
 Directive: Define the "Artistry"" pillar of the OBRA brand DNA to build genuine cultural capital. The objective was to cultivate a non-derivative voice by actively curating, producing, and supporting emerging artists and like-minded legacy brands—ensuring the brand functioned as a creative peer within the global cultural landscape. Strategy: Developed a seasonal cultural activations program spanning artist collaborations, brand partnerships, pop up shops, and community talent features. Projects were strategically selected to reflect the brand's core ethos of utility and artistry, intentionally establishing a creative dialogue between the Brazilian and New York communities.
THE  HOLE SHOP
Directive: Transforming the traditional gallery entry into a high-visibility retail destination that functions as a gateway between the fine-art world and downtown creative culture. The objective was to establish a "cultural filter" capable of monetizing the gallery’s influence through a curated mix of exclusive editions, artist-driven products, and niche collectibles. Strategy: The retail strategy integrated ephemeral cultural programming—ranging from the world’s first internet meme pop-up shop for #NYANCATCITY to in-store tattoo activations and limited-edition releases—to drive consistent social currency, physical foot traffic and media attention. By architecting an immersive front-of-house within an avant-garde exhibition space, the project created a scalable model for experiential retail within a fine-art ecosystem. 
THE ART MACHINE
Directive: Conceptualize a high-impact cultural intervention for Casio G-SHOCK to drive brand affinity within contemporary art and street culture ecosystems. The objective was to disrupt elitist gallery models by utilizing an automated interface to deliver high-end art directly to the downtown community.
Strategy: Engineered an art exhibit centered on a prototype industrial vending machine that featured original works and artifacts from over 50 contemporary artists and cultural icons. By featuring artists such as Todd James (REAS), Ryan McGinness, Julia Chiang, and Curtis Kulig, the project flattened the hierarchy between museum-grade art and consumer technology. This strategy transformed the act of collecting into a high-velocity, democratic experience, generating massive social currency and global media attention through a high-prestige launch event featuring Jamie XX.
PRIVATE  PROPERTYDirective: Conceptualize a high-visibility intervention for sustainable furniture manufacturer UHURU during NYC Design Week. Objective: Challenge boundaries between luxury design and street subculture by repurposing the concept of "vandalism" into a handcrafted furniture collection.
Strategy: Orchestrated a strategic juxtaposition between high-end archival furniture and the "lawlessness" of the downtown graffiti scene. By brokering exclusive access to influential figures—including Earsnot (IRAK), KR (KRINK), and JIM JOE—the project transitioned the perception of "destroyed property" into prestigious "private property". Integrating specialized Red Hook manufacturing with raw street aesthetics created a narrative-driven collision that secured extensive global media coverage across design and lifestyle sectors.
YOU ARE HEREDirective: Develop a low-cost, high-impact US marketing initiative for London-based Pointer Footwear to drive brand growth and cultural relevance among a specialized creative audience. Strategy: Conceptualized a multi-platform art initiative centered on a large-format "Poster Zine" that curated works from 10 influential figures at the intersection of fine art and digital culture. By featuring a vanguard roster including Ryder Ripps, Trudy Benson, and #BEENTRILL#, the project effectively "froze" a definitive moment in the evolving internet landscape within a collectible newsprint publication. The strategy bridged the physical and digital worlds through a live installation at The Hole NYC, a permanent digital exhibit, and an incentivized opening reception designed to maximize social network exposure..
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