Avantgarde’s new agency aiming to create ‘magnetic spaces’ in Amsterdam

Global brand experience agency Avantgarde Group has launched a new Amsterdam-based studio, CAYA (Come As You Are), focusing on global creative and strategic brand experiences, built around modern culture and storytelling. As a cultural, strategic, and creative specialist, CAYA is positioning to complement Avantgarde’s existing agency client offerings. Coming fresh off a six-year stint at Avantgarde, the agency will be led by co-founder and executive creative director Alexis Mardapittas. He will be supported by co-founder and Avantgarde London MD, Stuart Bradbury, alongside two key recruits – Laurianne Spaargaren-Ruhe, global growth and partnerships director, and Lotte van Uum, design director. CAYA’s says its mission is to act as a creative studio for brands seeking to devise culturally relevant and immersive experiences based on in-depth strategic insights and by connecting with Gen Y and Gen Z on their terms. The agency refers to these inspiring environments as ‘Magnetic Spaces’, experiences that attract and stick with people. Mardapittas says: “Brands that live in the now are curious, they are always exploring their own space inside modern culture. We engage with that space to create drama and invite people into experiences that will become part of their own storytelling. After all, who talks about any ads they saw in life? Advertising people. Who speaks about the experiences they lived? Everyone. Our vision is to tell stories through immersive experiences that add value to culture instead of appropriating it, and that’s one of the reasons we set up shop in Amsterdam, one of the most culturally diverse cities in Europe.” Avantgarde is a group of companies employing 850 people in 12 global destinations.  Photo shows (L-R): Alexis Mardapittas, Lotte Van Uum, Laurianne Spaargaren-Ruhe, Sören Bröner