Welcome to another episode of our serious SLG meetups by Super Luxury Group, where we connect with some of the most interesting players in the Luxury Market. My name is Avaro and today we'll be having with us two very special guests, Tom Claran and Rizmantero, both making an impact in Luxury Real Estate to the strategic connections and creative content production. We will also talk about how they reach that level, upcoming projects and the impact that they have seen in the market through their unique methods to showcase Luxury Homes. Definitely great insights for those looking to learn more about how to disrupt the Luxury Market and dominate the game.
So welcome guys. Thank you very much. And today I was very impressed about the story behind Tom Claran and how you guys have been building this incredible brand, not only that represents Luxury, but everything else around it. From the connection that you're building about it, the amazing video that really supports what all Luxury is about.
So now that we're here, you were telling me about the direction that you guys are going, which are also towards real estate, towards making the brands of Luxury connect with one purpose, which is to make property stand out. And I think this is the DNA of what we're doing. So why don't you guys tell us a little bit about yourself and what the company is all about? Sure.
Tom, you can start. Okay, I will start. Thank you first for having us. It's a pleasure to meet you and to be here in your podcast.
I will give you a little bit of background about how I started my business and then how we met with Luis and how we came up with the venture in the real estate business. So I came to Monaco five years ago starting a company in the technology field supplying systems to superlives and very big homes for important clients. So I've been working hard on time to develop my network, the color of the top 1% of the plants that we are in terms of this kind of business. So with a lot of elegance and work, I was in the right places to meet the right people and to introduce them to this new business that I was starting with my dad at the family business.
We had a great showroom with a great business presentation and after two years and a half we've been approached by the European leader in business that wanted to buy our company to present for Monaco. When we went through this production, the owner of the business looked down. I'm interested in your location, your business, what I want is also you because you did the relationship with plants. So I said, okay, I will stay in the business so I manage the office in Monte Carlo with this technology field.
And at the same time I created my company business which was content production and the blog at that time to create beautiful images in Monte Carlo using the social media also to promote luxury lifestyle but also in delegate lifestyle in Monaco. A few years ago there was not a strong creative here and professional content creator in Monte Carlo I've seen and I realized that I could take a strong media position there and open some doors to be in the best events and also to meet my clients, the people, my network, I was working with. So after a few months I started to sign some contracts with luxury brands in Monte Carlo but also international brands and after like two years of this having me as a side business it became very important and then I created a full time business around it which is a digital marketing agency and content production. So today we make teams and photos, companies for international brands in the luxury field so we work with brands like Aston Martin, Bentley, Airbus and Qatar, Don Guillaines or so in the hospitality field we work for the Ritzgarten, at the group level, in Maayat also with Macalesan.
So very high level clients and partners and we create beautiful image and emotional content. Also in the past year I've been approached by real estate agencies and private owners to start creating campaigns around exceptional assets to make them stand out and also bring the right content online so that you can reach the emotion that you can reach the attention. That's it, that's why it's all. And around that I started to create a sort of marketing strategy also to bring our clients in the luxury field, different brands that would be keen to be visible in those assets.
I would take one example in Maayat, we have done a campaign for a 42 million euro house to launch the property on the market and we brought there as the marketing as a sponsor and also as a partner to create an event with their clients. So altogether we've made beautiful content, beautiful events and we increase the vis-à-vis of the property for the sales process. That's amazing, because at the end of the day you are providing the luxury experience, the ultimate luxury experience, because luxury is presented from the very beginning before you even acquired it. So visually doing this type of content is the beginning of the experience and I think that you two are doing an amazing job of bringing all these luxury brands into the real estate world because everything is connected at the end of the day and everybody's looking for that dream home and how to get to that dream home.
It's a bunch of elements that relate to the luxury world. So I love what you guys are doing and especially in a saturated market like it is the real estate. And bringing this quality content like you guys are doing, not just for the property itself, but also with the different luxury brands. Is that element that makes those properties stand out?
So I want to know a little bit about you two, how you know, ended up connecting and what did you tell us a little bit with? Well, first of all I believe in attraction, in the energy when you have vision, when you have your target and your mission, I think you focus and you bring the person that you need to develop your goals, not to reach your target. So I was in Monte Carlo last year and then I had the opportunity to meet Tom and they introduced each other and I was already following him and I was so impressed about his work and what he's doing. I really like it and I put in my goals, I like to meet Tom so to see how we can collaborate and look.
I look back, I was sitting in Cafe do Baris and I look back and I sit Tom Claren there and say okay, let's do it, let's introduce myself and this will happen. And after one year we are here together and we make this joint venture together which is I am in the real estate business because I represent the important investors. We are investing in Europe so I have a lot of opportunities that the banks, real estate companies, they offer me, so I then say why not to open my own real estate and put the best assets that you have in Europe, they have to put it to me and try to sell it. And why not the best combination, the best combination wants to create the content and to have the expertise of Tom Claren to create these emotional things that everybody is looking to live and to enjoy in their homes.
So you basically brought James going into the team. Yes, so I proposed his to Tom and I know it's an individual and the idea and then we start and here we are and we have next project team, Santo Pei and other projects in Spain that is coming, a lot more is happening so it's going very well. And the result is really good. That's perfect.
You guys really are a killing team and I'm really happy that I got to know you guys because we are there in Miami and this is something that will really change the game. You are really dreaming that you are sharing with some of the videos and I'm already like zoned out. Like the quality of those videos, this is really what triggers your emotions and it's right there when things change. Creating great and sipton, this is an installation of how to combine everything together.
Because different sectors, so we're talking about accessories, we're talking about clothing, we're talking about really states, we're talking about cars. And to combine all these also the nature and to combine all these together and to create an emotion, different relation of the video and to represent what you can do if you have all this coming together. This is just a great job that Tom knows how to do very well. Amazing.
I love it. You guys are definitely in a great combination. I'm sure that this is where real estate is headed because there is not the same show in a property versus showing it the right way. Especially nowadays where people are not physically able to be at some places, they are relying on what's in front of their faces.
And that video, that's why the digital space is so important these days. And when you bring that emotion, those feelings, it really makes you feel something so unique that wants you to really move forward. I want to ask you, how have you seen the growth of all these luxury brands approaching you guys? Not just on the different luxury sectors, with watches, yards, but for real estate.
Has it been a growing trend? It's growing because we go to the hotspots and also to some of the best assets in Europe. So of course it's a very attractive field for our clients and the luxury field for them to benefit, first of all, the visibility, but also unique pieces of content that they can use for their marketing. And we develop a trend as well of collaboration, of a sort of co-production with brands from different fields which are not competitive, but with all benefits from the platform we create.
We promote the assets, but around the assets are all the lifestyle, luxury brands that are also attractive for the potential buyer. And when you watch the content of course, you can see himself in projectings, because we create this environment where we work with Bentley, with all sorts of marketing, with El Beciligato, with all these brands that are part of their lifestyle. So it's all about bringing everything together, but also creating a strong network of brands that are capable to bring the network together so the property goes high value and attractiveness for the buyers. And there's one word that you said there, lifestyle, that's exactly the word.
When we're talking about luxury level, it's all about lifestyle, how you connect those elements. There's a question that I always love to ask and it's like, why is luxury to you? So why is it the U.S.? For me luxury is freedom.
It's like you are free to act, like you want to be free to use your time, the time is luxury now everyone knows it, so you are free to use your time as you want. And for me luxury is do what I love as well. So all these projects, of course I do it because we need some revenues as well for business, but I do, first of all, because I love what I do. I love creating, I love the beauty of luxury, not because of the product, I love the beauty of luxury because of the history, because of people working to create these emotions, these art, these projects, these projects.
And my dream is to make things about this location, about this experience, about this lifestyle. So for me, luxury is doing what you love on a daily basis and having the freedom to enjoy your time. I love it, that's great. Can you talk about that?
That's it, you can have it. You can have anything else to say. I'm more practical. For me, luxury is like when you are able to leave the best emotion and every time.
Having the best experience, the best emotion where you really vibe, when you reverberate and when you fly, you multiply the time and you stop the time at the same time. So you multiply because you enjoy some things, some experience, some things together, but at the same time you stop in the time now, which is me to memory now, your experience. So the life you have been living in and living very, very intense, the moment, but also stopping the moment. So you can see how you live.
For me, this is luxury. And of course, the luxury brand, the best assets, bring the best emotions and this is for me. I love it. You guys definitely gave great explanations about it.
And for us, those that are more emphasizing on the real estate, more on the Lewis side, we see such value when you bring that content into life. And this is where we see the direction of real estate heading. We discussed this a few minutes ago. But with that being said, I know everybody has big aspirations, big visions.
You guys were telling me earlier on where the vision of this company is heading and I love it. Do you guys want to share a little bit about it? In terms of where do you guys want to be, like the membership? Where do you want to reach?
Where do you want to reach? Well, our goal is to create, as in the beginning, our collaboration with Don and I was because for me, I see a lot of potential in what he does. But we like Italy, I'm very specialized in the market of Italy. And as you know, Italians, they're very good on certain things, but in marketing, I think we can improve.
We can bring the needs, we can do something as a content with the spins of tongue in the hotspots of Italy. So then I thought, why not to create like Don Clannenin, in the company, Don Clannin, in Lake of Como, Don Clannin, in Sateña, Don Clannin in Florence. And to create your content in this important cities of Italy, we saw the best assets and best brands. So this is the first goal, like to expand the work of Don and to bring the best of Italy, also to show to the world, because really Italy is one of the most beautiful countries in the world, but I think they need also to be marketed in the right way.
And I think... I know that there's one thing that is very important, which is when you work with all these different companies in the luxury space, you're creating that network, you know, because not so you're all about connections, you know. Is that network that you create? Because material is material, but the people that you meet in that space is what really matters.
And this is what you guys are building. And you were mentioning also about these membership co-ops, something that definitely can bring all these people together to the brands together, and not just from a personal standpoint, but also to do business, you know, which is what you guys are doing with the videos. And I find that phenomenal. So, I mean, you definitely know that we are in Miami, so a bridge between Europe and the states, I think is a great combination to really expand the vision of DNA, because we as well believe in making those properties stand out through different assets, and these are other luxury brands, other connections.
And this is the way that the world is headed. So it's cool, it's nice I like this when you speak about Miami, that for us it's very important that this and Miami is a crucial for our goal, for our mission. So, Tom is sitting here in Monaco, and he's very, he's in Monaco, and I am in Milan. So, I'm in Miami and I think he's a great host boss, not so the triple M.
The triple M. The triple M. Yeah, I'm in Milan. We want to go out and go like that combination.
I like that combination. It's coming a lot. Yeah, after the triple M. So, for us, in Milan, we have a beautiful project, because as you mentioned, the network is so important in this field.
So, we are together with Tom, we are open this membership club in Milan. So, I have a strong partner in Milan, which is supporting us, which is a Julianne, I like to mention today, because this is a big support for me in Milan. And together, we are open this membership club, which is in the heart of Milan. It is a very important location, which is how the five terraces is a rooftop, where you can see home in Milan.
So, we want to create a place for our network, that when they come to Milan, they have a place where we can exchange our projects. We can exchange, we can have a brainstorming, we can propose different type of business, but mainly of course in the Indian state. So, this is in the pipe for the beginning of the year, we need to open this space in Milan. So, we will have our base where we can see each other.
I love that. I love that. I love that. I love that.
I love that. I love that. I love that. I love that.
I love that. I love that. I love that. I love that.
I love that. I love that. I love that. I love the consumer experience.
And so, I love that. And then, hopefully, I will do this as part of it. Grow of money Yeah. Well, so I really work on it.
Like, assembly business, AI, MMB. Where? And so, you add up other businesses. And then, you add out all of the other businesses, you add lots of other businesses.
And, then, then, I add back to a lot of designs based on the places we work on. And they believe it. You know that none of the assets are an game for our business, being biased and Cind Bare. So it's been a pleasure.
It's just a pleasure here and we're looking forward to visiting Miami and you know, meeting in Milan and you want to go? Here we are for you. There you go. You are my way.
By the way, one thing that I would like to add, and this is a conversation we also had in the past, is that staying grounded, staying humble. Because when you are surrounded by so much luxury, this is what we represent. We have changed one right here and it is the face of luxury. But when you are at that level, when you are already surrounded by so much luxury, sometimes you might lose a little bit of traction.
But one thing I noticed about you too is that so humble and grounded and unaware, I love this. And I think this is where really the real luxury comes into place. So just wanted to live with that. And if you guys want to share where they can find you, where can they contact you?
Yeah, you can find us on Instagram, so talk to them. You can write on the video how you spell and also on the URL of the state and the page. So we will put everything also at the bottom. People can contact you.
Thank you guys. Thank you for joining. It's been a pleasure having you here. And thanks again for everybody tuning in today.
We hope you enjoyed it. And remember, embrace it's beautiful success in life. My name is Alvaro and I'll see you next time.