Atica: Building Luxury Experiences Through Immersive Gastronomy for Guests and Brands

In early 2025, Atica, an avant-garde luxury dining venture in Paris, captivated the culinary world by clinching the “Palme d’Or” 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 “seasons” 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.
Atica 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.

The case is designed to tackle the following objectives:
Analyze Hybrid business models and dissect the interplay between B2C and B2B strategies within the luxury experience economy.
Evaluate scalability challenges through discussions of the operational and strategic hurdles in scaling high-touch, exclusive experiences without diluting brand essence.
Design sensory brand narratives through principles of storytelling and sensory design to conceptualize immersive experiences that align with brand identities.
Develop data-driven cultural insights by utilizing analytical tools and trend analysis to forecast emerging cultural movements, informing thematic development for experiential offerings.
Formulate strategic growth plans by drafting comprehensive strategies for business expansion, considering factors such as market positioning, operational capacity, and brand equity.
Reflect on how immersive, human-centered ventures like Atica challenge conventional strategy, leadership, and operation and how one’s own leadership style would adapt to a venture that must blend creativity, discipline, and emotional resonance.