THE LAB.

A premium cultural lab.
Gen Z as authors of brands narratives.

Most brands and institutions hand Gen Z over to people it doesn't belong to. Strategy is shaped by seniors. The brief signed off by directors. Production overseen by project managers. Gen Z only shows up at casting. At Zone Libre, Gen Z is the author. From strategy to distribution. Not observed. Not filtered. Embodied and recognized.

The Team

18 GenZ creatives from today's emerging cultures. Selected for their personality, sensitivity and talent — not their academic background.

They don't create to follow trends. They create create from what they live.
Their everyday lives, cultural references, contradictions and worldview become creative material for brands.
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It is this closeness to their generation and their time that gives rise to creations that are more authentic, more desirable and mor culturally relevant.

Our Method

Lived life → Creation → Embodiment.

We start with the lived experience of this generation: their everyday lives, aspirations, go's and no-go's, worldview, and the way they see brands within it. We then transform that raw material into creations that feel authentic and have the power to renew the relationship between brands and people.

We break down the barriers between research, strategy, creation and production. Our talents shape projects from start to finish — in direct collaboration with the brand.

‍The result: creations imagined from the inside, by those who already live the cultures of their generation.

LET'S TALK ABOUT YOUR BRAND

The Founder

"Desire has changed its source code. Gen Z has reset it: more human, more real, more ANCHORED IN REAL LIFE. Only this generation holds that source code. It comes from them, and they reset it every day."

15 years at some of the world's leading creative agencies. 8 years at Meta, at the intersection of technology and creative innovation for brands.

Alexandre Hacpille founded Zone Libre with a simple conviction: brands don't lose desirability because they lack creativity. They lose it when they stop questioning the role they truly play in people's lives today.

Gen Z is the generation that questions that role more than any other. That's why it is best positioned to reinvent the future of brands.

Zone Libre is where brands meet a generation entrusted with creative leadership.

Alexandre Hacpille, Founder

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