On the heels of Bacchus’s 25th anniversary, we sat down with co-founder & chief creative officer Charlotte Lurot to learn the latest agency updates and the approach that has shaped such global success. From their Miami and New York expansions to exciting updates from their London and Dubai offices, read on for Charlotte’s key learnings to date, plus a preview of what’s to come from the thriving agency.

Charlotte Lurot

Reflecting on 25 years of your agency, what are some top milestones that stand out?

It’s hard to believe it’s been 25 years; it’s been quite the whirlwind adventure and so gratifying. While there have been so many milestones worthy of honoring, a few standout, pinch-me moments have been employing 100+ staff members worldwide, successfully opening three new global offices, and expanding Bacchus disciplines beyond fashion and hospitality to launch departments dedicated to industry sectors including design and Real Estate, spirits, and much more. Of course, the absolutely incredible projects along the way, from Beyoncé’s album launch event to London Fashion Week, that have exceeded my wildest expectations are also career highlights and milestones.

What are your three most important learnings since launching your business?

Commitment, loyalty, and creativity are paramount to success. I look back 25 years later and know, with certainty, that without these three elements of business and partnership, the agency would not be what it is today. My Co-Founder, Anouschka Menzies, our CEO, Daize Washbourn, and I have been friends and partners since the beginning of Bacchus. To this day, we are a team, and our collective vision and sense of unity have enabled us to grow the agency and prosper in ways I could not have imagined.

In the words of Aristotle, “the whole is greater than the sum of its parts.” Developing a global team of uniquely talented individuals, each of whom brings a diverse range of skills that enhance and influence the agency’s output, has resulted in unparalleled work. While Bacchus spans continents, our team operates as a unit. We inspire, learn, and teach one another, and that has enabled us to work in a most dynamic, creative, and adaptable manner no matter the task at hand.

Always expect the unexpected. I am more cognizant of this now than ever before, following the pandemic. It is so important to be nimble, adaptable, and open-minded because you truly never know what can happen. Our ability to effectively respond and change course has been key to our long-term success.

Tell us about the expansion of your Miami and New York offices. Why was this the right time to double-down on these outposts?

With great demand comes a necessity to expand, and given the agency’s international success, we knew it was the right time, and we were fortunate to have been supported by an amazing team and client roster. New York and Miami are industry leaders for hospitality, art, design, culture, and entertainment, and the agency’s expertise in these areas made expansion in these markets a natural next step. New York has long been a cultural hub within the US and a center for media; thus, strengthening our presence in this location was arguably overdue. As our client base developed, we wanted to ensure that we were well equipped to serve them. While Miami has always been a hotspot, over the last several years, it has truly taken on a new dimension of hospitality and culture leadership and offerings. It has been a fascinating destination to watch evolve. In the wake of the pandemic, Miami saw a significant population boost, with many making the decision to permanently relocate there. The influx of new Miami residents and the consequent demand for greater creative innovation spurred a new dawn for the city. Bacchus recognized this shift early and responded to this growth. We sought to enhance the team and embrace Miami at this exciting time.

How does the expansion of your leadership team further support your stateside growth?

We are privileged to have expanded our leadership team with such talented individuals. Their commitment to the agency, unique backgrounds, and industry expertise have enabled Bacchus to enter new markets with a formidable edge. We have also been able to confidently expand our client base, tapping into industry sectors ranging from design to F&B, spirits, art, culture, and much more with their knowledge and experience. By cultivating the most creative team in the industry, we have successfully engaged with the US market and beyond.

Are there any updates from your London and Dubai offices?

Of course! We have been moving at light speed all around the world and have so many exciting updates on the horizon for the agency as a whole. I can’t say too much at this point, but in Dubai, we will be expanding our reach across the Gulf States with significant upcoming projects spread throughout the region. In London, we will be pursuing the development of a new division for the agency that pays homage to our creative roots and vast global network.

What are a few future goals or plans for the agency?

We have been fortunate to expand into new markets over the past several years. With the agency now operating out of London, New York, Miami, and Dubai, our global footprint is substantial, and we are highly focused on investing in these offices and ensuring that they continue to expand and evolve. That said, there’s no telling what’s next for us; it has been an incredible journey. The Bacchus community is bonded by our creativity and deep understanding of the luxury lifestyle and hospitality space. This industry exists everywhere and takes on different forms and meanings in each pocket of the globe, so there will always be a reason and opportunity for us to explore new markets and introduce our specific expertise.