Crafting A House Culture

In luxury, heritage maisons – those timeless houses of fashion, fragrance, couture – are admired for more than their products. It’s the discipline, ethos, and culture behind the scenes that set them apart.

At MAIA, we’ve taken inspiration from that idea and reinterpreted it for today: building a “house culture” that reflects who we are and how we work with our clients to deliver standout results in the luxury brand communications space in Dubai and beyond.

That culture is what allows our small, global team to operate like a well-tuned collective, all while staying light, inspired, and relentlessly intentional.

Here’s how specialist teams can craft a house culture that echoes those iconic maisons, and how at MAIA we live this every day.

Define the Pillars

A strong culture begins with clarity. Whether a luxury PR agency in Dubai or a renowned maison in the heart of Europe, every team needs a set of values that are non-negotiable. This is the DNA that defines the style, quality, integrity, and aesthetic of everything you do.

For us, that means knowing exactly what we stand for: creativity with purpose, storytelling with elegance, and strategy grounded in insight. When everyone is aligned to these values, the work feels seamless and elevated, whether it’s drafting a press release to stand out from the crowd or building a brand from scratch in the MAIA Studio.  

Multidisciplinary by Design

Much like curating a collection, the strength of luxury PR and brand teams such as MAIA lies in the blend of disciplines we bring together. Writers who can think visually. Strategists who care about detail. Creatives who see both the big picture and the finer points. That mix ensures every project benefits from multiple perspectives and a refined finish.

Rituals & Routines

Heritage houses are defined by their rituals, and we’ve built our own. While our projects are often global, our ways of working are quite grounded.

There is an invisible architecture that underpins it all. From regular check-ins and collaborative reviews to shared guides of visuals references, writing styles and creative benchmarks, we ensure every idea is sharpened before it goes out to the world.

These rituals aren’t rigid – they’re simply how we keep quality consistent, while also keeping one eye on our tradition and ethos, and the other on innovation.

Global Presence, Local Heart

Our team and clients at MAIA are spread across time zones, but we share a sensitivity to place. Every market has its nuances, and part of our role is to translate global stories with local resonance. In Dubai especially, luxury communications need to feel both rooted in the city and relevant on a global stage.

Beyond that, the UAE offers a unique diversity of background, language, culture. With 15 different nationalities in our team at MAIA, each person brings their own richness to storytelling and helps shape the culture we live and breathe.

Lean into Substance

One of the hallmarks of true heritage is that it rarely needs noise. Words are carefully chosen, visuals are considered, and every message carries intention. For luxury brand communications in Dubai (and globally), this quiet luxury approach ensures clients and audiences feel authenticity, care, and depth.

Why It Matters

House culture is the invisible thread running through each project, interaction, and day. It’s what keeps our work polished yet personal, disciplined yet creative. And for our clients, it means they can trust that every touchpoint – from strategy to execution and everything in between – carries the same curated MAIA signature.

And just like the great houses we admire, this culture isn’t static. It evolves, refines, and strengthens with every project we take on as a brand communications consultancy in Dubai.