Alix Petit, CEO – Dubai and Paris, The Refreshment Club. The Refreshment Club, an independent creative and strategic agency founded in Paris, has appointed Alix Petit as Chief Executive Officer for it Dubai and Paris offices.
Founded in 2019 by Onur Kece, the appointment comes off the back of The Refreshment Club’s expansion to the Middle East and North Africa in September of 2025.
With a strong background in fashion and French luxury brands and communication, Petit brings a rare dual profile shaped by 19 years at Heimstone, a Parisian but international fashion brand she founded and scaled with uncompromising creative standards and operational rigour.
Her appointment cements The Refreshment Clubs’s ambition to become the creative and advertising agency of tomorrow as she combines a creative director’s instinct for desirability, narrative, and women’s empowerment with a CEO’s discipline in structure, performance, talent leadership, and fast execution.
“Alix has spent 19 years doing the hardest thing: building a brand from the inside out – product, image, business model, retail, communication, management,” said Kece, Founder of The Refreshment Club. “She understands both the craft and the cost of relevance. This appointment strengthens TRC’s leadership and accelerates our ambition in Paris and Dubai.”
In her new role, Alix will lead The Refreshment Club’s strategic direction and client partnerships across brand strategy, advertising, creative concepts, retail experience, spatial design, positioning and brand DNA, product storytelling, packaging, visual identity, consulting, and corporate branding, from the earliest strategic intent to final execution.
“What I want to bring to the region is very clear: French authenticity, taste, and refinement to companies based here that have a truly global, international vision. Our ambition is to create a demanding bridge between tradition and modernity,” Petit on her appointment.
“I’m also deeply moved on a personal level: joining The Refreshment Club connects directly to my father Jean-Pierre Petit’s career in advertising and I’m proud and honored to follow in his footsteps, bringing my own vision, and building on the values he passed on to me,” she added.
The agency is already supporting a roster of international and regional leaders. The group has already forged region-wide partnerships with Google & Chalhoub Group. On a global scale, The Refreshment Club works with Westfield Group (with a major AI-driven marketing transformation), Louis Vuitton, SAINTS PÈRES Paris, and Elie Saab.
Petit’s appointment builds on The Refreshment Club’s model of ideation and strategy empowered with AI production built directly into the agency, enabling end-to-end delivery of photo and video campaigns with exceptional agility, consistency, and control.
