Maison Élan, the joint venture backed by AVS and co founded by Purva Kumar Pethani and Hem Sevak, will manage a curated portfolio of more than 200 Pablo Picasso works across premium sectors in the UAE, with Abishek S Vyas, Founder and CEO of AVS, positioning the platform at the intersection of art, entertainment, and cultural intellectual property.
A structured Picasso licensing platform is being introduced in the United Arab Emirates through Maison Élan, a joint venture between AVS and UAE based entrepreneurs Purva Kumar Pethani and Hem Sevak. The arrangement gives Maison Élan exclusive rights within the UAE to license selected works of Pablo Picasso under a collaboration with the Picasso Trust.
The mandate covers a curated portfolio of more than 200 Picasso artworks and allows Maison Élan to develop licensing partnerships across premium categories including real estate, banking, fine jewellery, haute horology, automobiles, fashion, hospitality, lifestyle products, experiential spaces, and limited edition collectibles. According to the announcement, all licensed applications will operate under curatorial, brand, and legacy frameworks set by the Picasso Trust.
Maison Élan has been established as a luxury art and brand licensing platform focused on managing high value cultural intellectual property while building collaborations with premium brands and institutions in the UAE.
The initiative is backed by AVS, the Dubai and Mumbai based arts and entertainment company founded by media entrepreneur Abishek S Vyas. The company works across film production, content driven intellectual property, and art licensing. The release states that Vyas brings more than 16 years of experience from companies including Viacom18, Disney, Eros International, Zee Entertainment, and Netflix.
Abishek S Vyas, Founder and CEO, AVS, said, “Great art has always influenced storytelling, cinema, design, and popular culture. Through Maison Élan, we are creating a platform where iconic artistic legacies like Picasso can engage with today’s creative and luxury ecosystems in a meaningful way. As AVS continues to build across film, content IP, and cultural collaborations, this partnership reflects our broader vision of bringing together art, entertainment, and global brand storytelling.”
Koji Nakamura, Owner of the global licensing company representing Picasso rights, said, “The UAE represents one of the most dynamic luxury and cultural markets globally. We are pleased to collaborate with Maison Élan as our exclusive licensing partner in the region. Their structured approach, regional understanding, and long term vision ensure that the Picasso legacy will be represented with integrity and thoughtful stewardship across carefully selected partnerships.”
Purva Kumar Pethani, Co Founder of Maison Élan, said the UAE has developed into a global centre for art, luxury, and cultural innovation, adding that the platform was created to connect major international art legacies with regional partners that value heritage, craftsmanship, and authenticity.
Hem Sevak, Co Founder of Maison Élan, said the focus would remain on carefully curated partnerships that respect the artistic legacy while allowing contemporary interpretation across premium sectors.
The announcement describes the collaboration as the first time a structured Picasso licensing mandate is being introduced in the UAE, with Maison Élan serving as the exclusive platform for these partnerships. For AVS, the development extends its broader work across films, art licensing, and cultural intellectual property in India and the Middle East.
At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
Add Comment