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about=\u0022\/case\/atica-building-luxury-experiences-through-immersive-gastronomy-guests-and-brands\u0022 class=\u0022case-study full clearfix case-details-page-wrapper\u0022\u003E\n  \u003Cdiv class=\u0022container-fluid case-details-block green-january full-width-wrapper\u0022\u003E\n    \u003Ca id=\u0022scrolltop_button\u0022\u003E\u003C\/a\u003E\n\n    \u003Cdiv class=\u0022row\u0022\u003E\n      \u003Cdiv class=\u0022col-lg-12 full-width-inner-wrapper\u0022\u003E\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 btn-group\u0022\u003E\n            \u003Ca href=\u0022\/search\u0022 class=\u0022btn padding-5 insead-white green-december-text rounded-2 back-to-search-button\u0022\u003E\n              Back to Search\n            \u003C\/a\u003E\n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n          \u003Cdiv class=\u0022col-lg-12 badges-block\u0022\u003E\n           \u003Cspan class=\u0022green-june-text text-uppercase product-type-badges\u0022\u003ECase Study\u003C\/span\u003E\n                                      \u003Cimg class=\u0022extra-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/new-icon.png\u0022 alt=\u0022extra\u0022 title=\u0022New case\u0022\u003E\n                                                \n                          \u003Cimg class=\u0022extra-icon\u0022 src=\u0022\/themes\/custom\/case_publishing\/dist\/images\/extra@3x.png\u0022 alt=\u0022extra\u0022 title=\u0022Case with extra material\u0022\u003E\n            \n          \u003C\/div\u003E\n        \u003C\/div\u003E\n\n        \u003Cdiv class=\u0022row\u0022\u003E\n\n          \u003Cdiv class=\u0022col-lg-6 col-md-6 individual-banner-section\u0022\u003E\n            \u003Ch1 class=\u0022green-august-text individual-page-title\u0022\u003E \u003Cspan class=\u0022field field--name-title field--type-string field--label-hidden\u0022\u003EAtica: Building Luxury 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class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/155476\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EIn early 2025, Atica, an avant-garde luxury dining venture in Paris, captivated the culinary world by clinching the \u201cPalme d\u2019Or\u201d at the prestigious Palmes de la Restauration awards. Founded by INSEAD alumnus Ramzi Saade, Atica transcends traditional dining by weaving together gastronomy, storytelling, and multisensory technology into thematic \u201cseasons\u201d that immerse guests in a cultural narrative. Acclaimed by fine-dining customers, Atica is also a sought-after partner for luxury brands and tourism boards, which offer bespoke B2B experiences that align with their storytelling ambitions.\u003Cbr \/\u003E\nAtica has reached a strategic crossroads and Ramzi must make decisions: Should he scale the B2C model, deepen B2B collaborations, or pursue a hybrid approach? The case explores the challenges of scaling unique experiences, maintaining brand integrity, and innovating within the luxury sector.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EThe case is designed to tackle the following objectives:\u003Cbr \/\u003E\nAnalyze Hybrid business models and dissect the interplay between B2C and B2B strategies within the luxury experience economy.\u003Cbr \/\u003E\nEvaluate scalability challenges through discussions of the operational and strategic hurdles in scaling high-touch, exclusive experiences without diluting brand essence.\u003Cbr \/\u003E\nDesign sensory brand narratives through principles of storytelling and sensory design to conceptualize immersive experiences that align with brand identities.\u003Cbr \/\u003E\nDevelop data-driven cultural insights by utilizing analytical tools and trend analysis to forecast emerging cultural movements, informing thematic development for experiential offerings.\u003Cbr \/\u003E\nFormulate strategic growth plans by drafting comprehensive strategies for business expansion, considering factors such as market positioning, operational capacity, and brand equity.\u003Cbr \/\u003E\nReflect on how immersive, human-centered ventures like Atica challenge conventional strategy, leadership, and operation and how one\u2019s own leadership style would adapt to a venture that must blend creativity, discipline, and emotional resonance.\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Fine dining\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               luxury\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               creative leadership\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               experiential marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               B2B\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               immersion\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               sensory marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               customer experience\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               gastronomy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               brand collaboration\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               experience economy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               marketing strategy\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               platform business model\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                               storytelling\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q22025\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-155481\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/David-Dubois-12716_71.jpg\u0022 alt=\u0022Dubois\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/david-dubois\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      David\u0026nbsp;Dubois\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Associate Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n  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class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/arianna-bisio\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Arianna \u0026nbsp;Bisio \n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 25J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/jaime-odonnell\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Jaime\u0026nbsp;ODonnell\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 25J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]