Luxury items big LVMH is launching an leisure enterprise to spice up the advertising of its labels, overseen by a committee of executives led by LVMH inheritor Antoine Arnault and Anish Melwani, CEO of the group’s North America operations.

The new enterprise, referred to as “22 Montaigne Entertainment” – a reference to LVMH group headquarters in Paris on Avenue Montaigne, is a partnership with Superconnector Studios and that firm’s co-founders Jae Goodman and John Kaplan, LVMH mentioned.

French luxurious items billionaire Francois-Henri Pinault, chairman and CEO of Gucci-owner Kering, final 12 months purchased a majority stake in Creative Artists Agency (CAA), a Los Angeles-based company that represents 1000’s of actors, administrators and music artists together with Beyonce and Pinault’s spouse, Salma Hayek.

LVMH mentioned the goal was to collaborate with main leisure creators, producers and distributors to co-develop, co-produce and co-finance leisure centered on premium movie, TV and audio codecs.