Across these different industries, Rémi has consistently championed the idea that creativity is not simply a function within organizations but a strategic discipline capable of shaping how companies think, build and evolve — aligning product, storytelling and culture into a clear expression of purpose. While the strategies and sectors may differ, the underlying principle remains constant: companies remain culturally relevant only when they are willing to take creative risks and understand how their products and experiences must continually evolve — and at times disrupt themselves — in order to stay connected to shifting consumer landscapes.

This philosophy informs his role as VP, Creative at Neko Health, the Stockholm-based medical technology company whose mission is to shift healthcare from reactive treatment to preventative care. Neko is vertically integrated, designing and engineering its own medical hardware, software and AI-driven systems to map millions of health data points through a non-invasive full-body scan. At Neko, Rémi leads the company’s creative organization across design, brand and architecture, shaping how this new model of healthcare is experienced — from radically reimagined clinic environments to digital platforms and the narrative framing of preventative medicine.

Throughout his career, Rémi has often been brought into organizations at moments when creativity needed to be reasserted as a strategic force. At Gucci, he contributed to the house’s landmark transformation in the mid-2010s, helping articulate a new visual language and brand positioning that ushered in a more nuanced vision of luxury — replacing out of date stereotypes with contemporary cultural codes and attracting a new generation of consumers. At lululemon, where he served as SVP, Brand & Creative, he led a global in-house creative organization of more than one hundred people, guiding the brand’s expression across all channels while supporting its expansion into new categories, as well as experiential retail, fitness programming and community-led initiatives. During this period he helped refine the company’s brand message and identity, creating a clearer and more focused platform to support its expansion beyond North America.

In working with Gap Inc., as VP, Creative; Rémi focused on reconnecting the American retailer with the cultural energy that once defined it. Over time, the company had become increasingly driven by merchandising cycles and operational decision-making, losing touch with the creative instinct that made it iconic in the 1990s. The challenge was not reinvention but rediscovery: reclaiming the brand’s original optimism, simplicity and connection to youth culture, and reframing that heritage through a contemporary lens.

Alongside these larger organizations, Rémi has also pursued smaller, more hands-on and personal projects. He co-founded Commune, a UK-based personal care brand developed with his wife, conceived as a design-led approach to self-care. The project explores how ritual, storytelling and thoughtful product design can bring a more intentional and elevated dimension to everyday routines.

Earlier in his career, Rémi worked across influential editorial and cultural platforms including Condé Nast’s Vogue Japan, Dazed & Confused, Le Monde d’Hermès and Garage Magazine, exploring the intersection of storytelling, emerging technologies and digital media. In 2010 he founded the London-based creative studio Meri Media, producing projects for clients including Gucci, Hermès, Dior Parfums, Lancôme, Alexander McQueen, Adidas, Comme des Garçons, Fendi and Ferrari.

Across these different chapters — and across industries undergoing rapid technological and cultural change — Rémi has consistently returned to the same conviction: that creative human risk-taking remains one of the few meaningful ways for companies to capture the cultural zeitgeist, particularly in a landscape increasingly saturated with algorithmic sameness.