The luxury industry
is at an inflection point.
(Ultra) High Net Worth Individuals no longer seek products.

They seek meaning, transformation,
and experiences that regenerate them.

The brands that will endure are those that know
their soul deeply enough to make it felt in every detail.

ANIMA Advisory is built on one conviction :

Experience is the language of the soul

In ancient traditions, anima represents the vital breath — the force that animates, gives life, and brings meaning to existence. Every brand has its anima. A unique essence that, when clearly understood and fully embraced, becomes an unwavering compass.

Like the Unalome's spiraling path toward enlightenment,

We guide visionary brands and entrepreneurs on the path to sustainable growth - where authentic essence, the anima, becomes a strategic compass.

We build with them a compelling strategy aligning all the founding elements of the brand to unlock its potential. 

EXPERTISE

TRANSFORM RAW GEMS INTO THRIVING BUSINESSES

BRANDING & EXPERIENCES - © Hotel des Horlogers - 2022 (Project previously led by Olivia Crouan) 

  • CRAFTSMANSHIP · TERROIR · HERITAGE

    The foundation. The world of Maisons, of savoir-faire, of objects and substances that carry meaning across generations. Craftsmanship, terroir, cultural resonance — the bedrock of what endures. What invites people to dream. 

  • EXPERIENCE · SOUL · PRESENCE

    Where luxury becomes experience. The most discerning clients no longer seek beautiful products alone — they seek moments that stay with them, places where they feel truly seen. Hospitality is the highest expression of luxury: where the soul of a brand becomes tangible or reveals itself.

  • WELLBEING · REGENERATION · TRANSFORMATION

    Where experience becomes transformation. Health is the new wealth. The most forward-thinking HNWIs want to live better, longer, more consciously.

    Longevity represents the next frontier of conscious luxury — not just a stay, not just a product, but a fundamental shift in how one lives.

CONVICTIONS

REVEAL THE SOUL
FORGE THE PATH

MASTERPIECES - © Hennessy 8 - 2015
(Project previously led by Olivia Crouan) 

  • Every great brand is born from a founder's singular vision of the world, that takes form through craft, rooted in a particular terroir. Before any strategy: return to that origin, the soul. Understand what is irreplaceable. Protect it. Build from it.

  • Luxury is built in decades, not quarters. It requires clear foundations, a bright vision and a positioning defined at the precise intersection of brand DNA, market reality, and societal trends — both timeless and timely.

  • Experience is the language of the soul. A brand's essence must be codified, then felt consistently — in every detail, across every touchpoint, through every channel. The gap between promise and reality is where trust is lost. Authenticity is the key.

  • The most resilient brands grow organically, with integrity, without betraying what made them singular. Conscious growth is not a constraint. It is a discipline — and a competitive advantage.

OUR APPROACH

R.I.S.E

BRAND CAMPAIGN - © Audemars Piguet - 2023
(Project previously led by Olivia Crouan) 

  • Uncovering the soul of your brand
    Brand archaeology & essence crystallization

  • Drawing the right path of development
    Strategy, roadmap & international deployment

  • Building the foundations that last
    Organisation, governance & stewardship

  • Living your essence, detail by detail
    Experience, arts & culture, human dimension

ABOUT

OLIVIA CROUAN

Working for over 25 years at the helm of the world's most prestigious Maisons, Olivia is a Senior C-Level Luxury Executive renowned for its ability to transform and elevate brands that inspire ultra-high-net-worth individuals (UHNWI).

Holding strategic key positions at luxury group LVMH and Swiss family-owned manufacture Audemars Piguet, she pushed Krug, Hennessy and Audemars Piguet to new heights.

Building such a strong expertise naturally led her at the crossroads of authentic luxury, high-end hospitality and longevity, fields where the clients’ deepest aspirations are met. Living better, more consciously, and with a purpose will lead the luxury markets forward.

A brand expert, she brings a precious rare combination of operational depth, creative vision, and strategic guidance forward. She is convinced that the most enduring brands are those that not only have a soul (an anima) but own it and embody it with precision.

Founder of ANIMA Advisory, she guides now brands and entrepreneurs on their growth journey. Since September 2024, she is also a Certified Board Member (IMD diploma) and acts as well as advisory board member. Olivia is a mother of two and finds her own regeneration in the ateliers of artists, at the tables of remarkable chefs and winemakers, and in nature. 

CREDENTIALS

Find below key projects led by Olivia CROUAN in the past ten years.

MASTERPIECES

The Quest by Hennessy

A Cutting-Edge Installation Illuminates Hennessy’s ‘Art of Selection’. Masterpiece still exhibited in the Founder’s chai.
Watch full video‍ ‍

© Hennessy

BRAND CAMPAIGN

“Seek Beyond”, Audemars Piguet

Tribute to an inspiring journey to Le Brassus, the place that made Audemars Piguet soul and continues to shape its future.
View Full Video

© Audemars Piguet

BRANDING & EXPERIENCES

Hôtel des Horlogers

“A place to connect with nature, make time for yourself and the things that matter»
Brand DNA, brand positioning & brand codes supporting the whole concept.

© Hôtel des Horlogers

Transforming potential into enduring brands starts here.

Reach out to begin the conversation.