For the number 52 of the Champs Élysées avenue, Iceberg imagines a brand identity based on the culture of secrecy, in the image of the prestigious district. The agency wishes to give a very luxurious personality to this building, mixing offices and places of sale (like Chanel and Galeries Lafayette). It developed a complete range of communication tools: a VIP box, a magazine, a video brochure, an olfactory identity, but also a teaser and a 3D film.