Maison BETC Acquires Eyesight, Expanding Luxury Experiential Services Portfolio

Maison BETC, the luxury-focused global network of BETC within Havas, has acquired Eyesight, the independent events and production agency founded by Thierry Dreyfus and recognized for its bespoke design and execution of fashion shows for leading luxury houses. Havas published the announcement on its corporate press page on 10 March 2026, with trade media coverage following on 11 March.

Eyesight operates from offices in Paris, New York, and Milan, and specializes in the design and delivery of fashion shows, scenography, and the technical execution of large-scale brand events. The agency's work integrates artistic direction, lighting design, scenography, media technology, and performance to create what Havas describes as immersive runway presentations. Havas characterizes Eyesight as supporting some of the most influential brands in the fashion and luxury sectors, though no specific client names were disclosed in the announcement.

The strategic logic centers on a gap Havas acknowledged openly. "This acquisition is fully in line with our ambition to offer brands increasingly more desirable, innovative, and premium experiences, in a highly specialized area where we were not previously active. The addition of Eyesight strengthens the Group's presence in the world of luxury," said Yannick Bolloré, Chairman and CEO of Havas.

Operationally, Eyesight will extend the capabilities of both Maison BETC and POP, BETC's dedicated production arm. The combination is designed to let the group cover the full luxury value chain, spanning strategy, creative development, and production execution, for clients where runway shows have evolved into major global media moments rather than trade-only presentations.

Beyond the structural integration, Eyesight and Maison BETC have already begun developing joint expertise in artificial intelligence aimed at advancing how fashion shows are staged and filmed. The potential applications focus on cinematic documentation of runway presentations, though no specific timeline, pilot projects, or technology partners were named in the announcement materials.

Thierry Dreyfus and the entire Eyesight team will join Havas as part of the deal. No financial terms were disclosed, and no direct comment from Dreyfus appeared in the official announcement or subsequent trade coverage. Leadership structure and reporting lines within Maison BETC were also not addressed in the materials published to date.