Strategic & creative collective

Lonsdale+Partners'

At Lonsdale+Partners, we created La Collab: a strategic and creative collective powered by our Gen Z talent in Paris, New York and Singapore.

Discover

Our mission

We help brands interact and co-create more meaningfully with Gen Z.

We do branding in real time, at the crossroads of micro-hobbies, local references and subcultures

A more vibrant, rooted and accurate way for brands to create with culture, not next to it.

La Collab was born from a simple truth: brands targeting our generation often struggle to find the right tone, and sometimes get lost in innovations that don’t reflect how Gen Zers actually live.

That’s why we’re like a living lab, led by Gen Zers who run their own field research and play a central role in shaping our clients’ ideation process.

(What we do)

(Understand) Insight & culture

Spot the trends and insights shaping Gen Z to understand their real barriers, expectations and aspirations.

(Stay relevant) Brand check

A clear diagnosis of your brand and its territories to ensure you stay relevant to Gen Z.

(Co-build culture) Concept sprint

Test fast, refine fast, move fast – co-building culture with Gen Z instead of trying to catch up with it.

Our recent

Exploring No-Low culture

Imagine the alcohol-free wine for Gen Z.

DELIVERABLES

Focus groups, trend analysis, positioning concepts and naming.

ADDED VALUE

A Gen Z-approved innovation, from strategy all the way to creative expression.

Rethinking premium coliving

Define an inspiring positioning for a premium coliving experience.

DELIVERABLES

A distinctive brand territory, digital and retail visual identity, and a memorable place experience.

ADDED VALUE

A dedicated, multidisciplinary and international Gen Z team on the project.

Reinventing the role of an Olympic sponsor

Understand what Gen Z really expects from an Olympic partner.

DELIVERABLES

A synthesis of Gen Z insights to guide brand strategy on which cause to champion during the Games.

ADDED VALUE

An honest perspective to reconnect the brand with the real concerns of this generation.

hot

15.01.2026

La Collab

La Collab's Newsletter #001

17.03.2026

La Collab

La Collab's Newsletter #002

(Team)

Meet the Gen Zers shaping what’s next

IDRIS’ bag
LOUNA’s bag
NEO’s bag
IDRIS’ bag
LOUNA’s bag
NEO’s bag
IDRIS’ bag
LOUNA’s bag
NEO’s bag
IDRIS’ bag
LOUNA’s bag
NEO’s bag

KiERA’S bag
INÈS’ bag
MATHYs’ bag
KiERA’S bag
INÈS’ bag
MATHYs’ bag
KiERA’S bag
INÈS’ bag
MATHYs’ bag
KiERA’S bag
INÈS’ bag
MATHYs’ bag

La Collab is an ongoing conversation from our offices in Paris, New York, and Singapore.

We take the pulse of Gen Z on the ground in three major cultural hubs to help brands navigate local nuances while revealing the universal traits of our generation.