MASTERCLASS LONSDALE - "How hospitality transforms the brand experience"

Introduction

Title: “How hospitality transforms the brand experience – The art of making brands feel like places where people belong“
Date: 24 November 2026
Time: 10:00 AM (KSA time)
Emplacement: In-person at the Federation of Saudi Chambers, Riyadh
This Masterclass is organised by the Saudi French Business Council (CAFS).
It will be delivered by Lonsdale.
It is open to everyone.
Participation is free of charge, and registration is mandatory.

Summary

Emotional resonance has become the new currency.

As customers seek more meaningful, immersive, and human experiences, hospitality is emerging as a powerful source of inspiration for brands and retailers.

This masterclass will explore how hospitality is redefining customer expectations and changing the way brands create desirability, connection, and loyalty. Through inspiring examples from around the world, discover how moving beyond the transaction can transform the customer journey and create experiences people remember, value, and return to.

An inspiring session for leaders looking to build more distinctive brands and stay ahead of the next generation of customer expectations.

From a global design, innovation and branding agency to all players who want to be leaders both on a local and international level.

Provisional program

10.00 AM – Welcoming of participants
10.30 AM – Welcoming speech the CAFS
10.40 AM – Masterclass on “How hospitality transforms the brand experience – The art of making brands feel like places where people belong”, by Lonsdale
12.00 PM – Networking coffee break

Presentation of speakers

Ms. Jocelyne Henri Danet – Group Managing Director

Holding a DEA in History and a Master’s degree in International Relations from the State University of New York, Jocelyne began her career at Desgrippes Gobé in New York, where she contributed to the agency’s communication and business development across its three offices — New York, Paris and Tokyo. She then joined Siegel & Gale, a leading corporate branding agency, as Marketing and Business Development Director, working with global clients such as Microsoft, American Express, Lexus and UPS.

Upon returning to France in 2002, Jocelyne joined Dragon Rouge, where she spent nearly twelve years as Client Services and Business Development Director. She initially worked with brands including Perrier, Vittel, Compal (Portugal), Almarai (KSA), LU, Carte Noire, Kerry Springs (Ireland), Delta (Greece) and Havana Club, before being promoted to Global Key Accounts Director in 2012. In this role, she led the management and development of the agency’s global key accounts — including Mondelez, Diageo, Unilever, Coca-Cola and Johnson & Johnson — while coordinating the network’s international offices (Paris, London, Hamburg, Warsaw, Shanghai, Singapore and New York).

Since 2017, Jocelyne has been leading Lonsdale’s international development, coordinating the activities of its Paris, Singapore and New York hubs. She also oversees several major international accounts, including Bel, Almarai, Mondelez, Coca-Cola and Colgate. She was appointed Group General Manager in July 2026.

Ms. Sandrine Amice – International New Business Director

With a Master’s in Advertising & Marketing from Warwick Business School, Sandrine Amice has built 17 years of experience in strategy, business development and branding for luxury brands, with a strong international footprint across Paris, Shanghai, Hong Kong, New York and London.

Currently International New Business Director at Lonsdale Design, she previously led international development at Carré Basset across the US, GCC and UK markets, and spent nearly a decade at centdegrés, including four years as APAC General Manager based in Hong Kong.

Throughout her career, she has worked with leading names in Beauty, Spirits and Hospitality, combining deep expertise in brand strategy, packaging, 360° activation and international client portfolio management.