When a client chooses Spoa® again five years later to write the next chapter of their story, this is probably the most beautiful reward.
Before the Beginning
Before 2021, Nona Source was still just an intuition. An idea carried by a few intrapreneurs within LVMH, through the DARE program: what if the exceptional materials of the great Houses—fabrics, leathers, deadstocks forgotten in storage—deserved a second life?
Spoa® met these founders even before the platform was launched. It was through The Doers, the editorial series that the agency produced for LVMH, dedicated to the women and men who imagine the future of the Group. An entire episode was dedicated to the emerging Nona Source team.
The story, already, was being filmed.
The First Chapter
Then came the launch. Spoa® signed the platform's first manifesto film, "Collective Energy." Not a warehouse film, not corporate speak: sensitive writing, a fashion and luxury aesthetic, where each material becomes a treasure carrying a story once again.
The film immediately defines a territory—responsible creation, the circular economy—and becomes the key tool for the launch, from institutional speeches to building desirability for the project among designers and Houses.
Five Years Later
Between those two moments, a lot of things have changed. Nona Source has grown from an intrapreneurial idea to a benchmark for the circular economy within LVMH.
To write the next chapter, the platform once again called upon Spoa®. A new logo, a refined palette, a redesigned identity: a new territory of expression, supported by a new manifesto film. From writing to post-production, the agency took charge of the entire campaign, developed from the long version, designed for events and trade shows, to the short version created for social media.
The film was unveiled during the anniversary evening organized at the Jardin d'Acclimatation, just a few meters from the Louis Vuitton Foundation. An immersive installation, L'Appartement, showcased pieces created from Nona Source materials. Among the speeches of the evening, that of Hélène Valade, Group Environment Development Director at LVMH, came to remind everyone of what the project truly stands for: a material that is not lost, a luxury that is passed on.
What seemed like an intuition five years ago has become a reality. Today, Nona Source demonstrates that it is possible to combine desirability, savoir-faire, creation, and reuse.
The Partner for Long Stories
“When a client chooses you again, five years later, to write the sequel to their story, it is probably the most beautiful reward. Beyond the campaigns, this is what defines our job: being the partner of brands, Houses, and entrepreneurs, over the long term.”
Orel Simon, founder of Spoa®
There is something fitting about a brand whose business is giving multiple lives to materials, returning to those who told its story the first time, to tell its next chapter.
The circle did not close. It started over.
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Nona Source × Spoa®: Concept, writing, directing, production, post-production. Thanks to the Nona Source and LVMH teams for their renewed trust.
Article on lvmh.com
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