Héctor Muelas

Héctor Muelas
Bornc. 1980
Barcelona, Spain
Alma materUniversitat Pompeu Fabra
OccupationsCreative executive, brand strategist
Known forRebranding of Rimowa

Héctor Muelas (born c. 1980, Barcelona, Spain) is a Spanish creative executive and brand strategist. He has held senior creative and marketing roles in the technology, luxury, and travel industries, including at Apple Inc., LVMH, Expedia Group and Tiffany & Co. He led the rebranding of the luggage maker Rimowa after its acquisition by LVMH.

Early life and education

Muelas was born and raised in Barcelona, Spain. He left Spain at the age of 20 to pursue his career internationally.[1] He holds a Master's Degree in Audiovisual Communication from the Universitat Pompeu Fabra, Barcelona.[2][3]

Career

In 2002, Muelas began his professional life as a journalist. For approximately four years, he served as Editor-in-Chief and Creative Director of VICE Media in Germany, Austria, and Switzerland.[4]

From 2007 to 2010, Muelas worked in advertising as a creative at Wieden+Kennedy's Amsterdam office, where he was part of teams whose work for Nike received industry awards.[4][5][6]

In 2010, he held a creative executive position at CAA. From 2012 to 2015, Muelas was Creative Director of Worldwide Marketing and Communications at Apple, working on global advertising for the Apple Watch and the iPhone.[4][6][7][8] He later returned to Apple as Group Global Creative Director, leaving in July 2021 to join Expedia Group.[4]

Between 2015 and 2017, Muelas was Vice President of Content and Digital Creative at LVMH, where he worked across the group's brands, including on digital content for Céline under then-creative director Phoebe Philo.[9][10][11]

In June 2017, Muelas was appointed Chief Brand Officer of Rimowa, following LVMH's 2016 acquisition of an 80% stake in the company for €640 million.[12][13] In this role he oversaw a rebranding of Rimowa, including a new visual identity developed with the Munich-based design studio Bureau Borsche and the London-based consultancy Commission Studio.[14][15][16]

In 2018, Rimowa marked its 120th anniversary with a campaign featuring Roger Federer, Nobu Matsuhisa, Virgil Abloh, designer Yoon Ahn, and model and activist Adwoa Aboah, who appeared in a series of short films on the theme of travel.[5][17][18][19] During his tenure the company also produced collaborations with the streetwear label Supreme and with Virgil Abloh's Off-White.[20][16][21]

In July 2021, Muelas joined Expedia Group as Senior Vice President of Global Marketing and Creative.[22][23] In early 2022, Expedia Group made its first Super Bowl advertising appearance, with a spot for Vrbo produced with Wieden+Kennedy and an Expedia spot produced with Anomaly.[24][25] In 2022, Muelas was named to the Adweek 50 list.[26]

In 2023, Muelas joined Tiffany & Co., the American luxury jeweller owned by LVMH since 2021, as Chief Brand Creative Officer.[9] During his tenure, Tiffany & Co. campaigns received industry awards, including at the Cannes Lions, the One Show, the D&AD Awards and the Webby Awards.[27][28][29][30]

In 2025, Muelas was honoured at the Otis College of Art and Design's annual Atelier event.[31] He has also served as a juror in the Luxury category at the Cannes Lions International Festival of Creativity.[32]

References

  1. ↑ "Héctor Muelas: "Confundimos la novedad con lo que es interesante"". Incessants (in Spanish). 2 May 2020. Retrieved 25 June 2026.
  2. ↑ "Hector Muelas — Judge". The One Club. Retrieved 25 June 2026.
  3. ↑ "Héctor Muelas — Profile". me.sh. Retrieved 25 June 2026.
  4. 1 2 3 4 "About Town: Paris — Hector Muelas". A Collected Man. December 2022. Retrieved 25 June 2026.
  5. 1 2 "Cultural Relevance and Carry-Ons: Meet Hector Muelas of Rimowa". SUITCASE Magazine. Retrieved 25 June 2026.
  6. 1 2 "Hector Muelas — Juror". Clio Awards. Retrieved 25 June 2026.
  7. ↑ Mortimer, Natalie (30 April 2015). "Donna Karan hires Apple creative director for new chief image officer role". The Drum. Retrieved 25 June 2026.
  8. ↑ "Fashion industry gets its revenge as Donna Karan hires away Apple creative director". AppleInsider. 29 April 2015. Retrieved 25 June 2026.
  9. 1 2 Ilchi, Layla (19 September 2023). "Tiffany & Co. Appoints Hector Muelas as Chief Brand Creative Officer". Yahoo Lifestyle. Retrieved 25 June 2026.
  10. ↑ "DKNY unveils new logo before NYFW fashion show". FashionNetwork. 14 September 2015. Retrieved 25 June 2026.
  11. ↑ Chan, Stephanie (29 April 2015). "DKNY Hires Public School's Maxwell Osborne, Dao-Yi Chow". The Hollywood Reporter. Retrieved 25 June 2026.
  12. ↑ "Rimowa adds Hector Muelas as chief brand officer". FashionUnited. 16 June 2017. Retrieved 25 June 2026.
  13. ↑ "Rimowa appoints Hector Muelas as chief brand officer". FashionNetwork US. 15 June 2017. Retrieved 25 June 2026.
  14. ↑ "Rimowa unveils new brand identity". Marketing Interactive. 2 February 2018. Retrieved 25 June 2026.
  15. ↑ Bourton, Lucy (26 January 2018). "Bureau Borsche and Commission Studio rebrand Rimowa". It's Nice That. Retrieved 25 June 2026.
  16. 1 2 Rubin, Josh (5 June 2018). "Rimowa's 120th Anniversary Rebrand with Off-White". Cool Hunting. Retrieved 25 June 2026.
  17. ↑ Kong, Wai Yeng (2 October 2018). "5 world icons star in Rimowa's 120th anniversary campaign". Options, The Edge. Retrieved 25 June 2026.
  18. ↑ "Rimowa's New Campaign Lets Us See How Our Favorite Celebrities Travel". Condé Nast Traveler. Retrieved 25 June 2026.
  19. ↑ Segran, Elizabeth (9 April 2018). "Forget swag bags: TED 2018 attendees are getting $550 Rimowa suitcases". Fast Company. Retrieved 25 June 2026.
  20. ↑ Handley, Lucy (28 June 2018). "Why Rimowa's collaboration with Supreme had lines around the block". CNBC. Retrieved 25 June 2026.
  21. ↑ White Sidell, Misty (11 November 2019). "Supreme x Rimowa Suitcase Collaboration". WWD. Retrieved 25 June 2026.
  22. ↑ Notte, Jason (24 January 2022). "Can Super Bowl Ads Make Expedia Group the Nike of Travel?". Adweek. Retrieved 25 June 2026.
  23. ↑ Koltun, Natalie (19 November 2021). "Campaign Trail: Expedia Group touts getaways over gadgets". Marketing Dive. Retrieved 25 June 2026.
  24. ↑ Parker Herren and Alexandra Jardine (21 April 2022). "Hotels.com mascot Captain Obvious among best ads". Ad Age. Retrieved 25 June 2026.
  25. ↑ Notte, Jason (3 February 2022). "Vrbo Makes Super Bowl Pregame Ad a Family Affair". Adweek. Retrieved 25 June 2026.
  26. ↑ Russo, Will (14 November 2022). "The Adweek 50". Adweek. Retrieved 25 June 2026.
  27. ↑ "Tiffany & Co. Raises Awareness for Ocean Preservation with Its Signature Colour". Little Black Book. 28 March 2025. Retrieved 25 June 2026.
  28. ↑ "Tiffany Wonder". The One Show. Retrieved 25 June 2026.
  29. ↑ "Tiffany Wonder". D&AD Awards. Retrieved 25 June 2026.
  30. ↑ "1837 Tiffany Blue Conservation". The Webby Awards. Retrieved 25 June 2026.
  31. ↑ "Otis College Atelier 2025". Otis College of Art and Design. 7 May 2025. Retrieved 25 June 2026.
  32. ↑ "Hector Muelas — Jury". Cannes Lions. Retrieved 25 June 2026.
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