Vadim Grigoryan is a leading creative director and brand strategist, who advises some of the world's most prominent luxury goods companies, including LVMH and Cartier, on integrating culture into brand vision, fusing art and commerce in compelling and meaningful new ways. He is a practising artist himself, and recently authored Art Thinking: Art, meaning and brand leadership, in collaboration with global arts and culture agency, Cultureshock.

Grigoryan lectures on brand management and luxury at ESCP, La Sorbonne and INSEAD. He runs CREAVI, an artistic research initiative, and is a visual artist under the name Vadim de Grainviille, having exhibited works in Fondation Miro and Palais de Tokyo. Grigoryan is also the co-founder of vodka brand, X Muse.

Born and raised in Baku, he followed his father's footsteps as an inventor, earning a degree in robotics and systems engineering. After completing a leadership programme at Harvard and earning an MBA at INSEAD with an award-winning project for a high-end Italian fashion brand, Grigoryan left rocket science for a new path in the creative industry of luxury brand marketing.

During nearly 15 years at Pernod Ricard in Paris, he served as International Director of Creativity and Luxury, where he re-established Absolut's iconic art programme and oversaw the brand's return to the artworld through collaborations with leading artists and major partnerships with Venice Biennale, Documenta and Art Basel.

Grigoryan lives between Paris and his home in Grainville, Normandy, La Maison des Temps, designed in collaboration with artist Marcus Lutyens. Every room is inspired by a philosopher, thinker or writer who has changed our perception of time.