When Design Meets Discipline: How Licensing & Collaboration Took The David Hicks × Apaiser Colab Global
- Brand Shout
- Dec 6, 2025
- 3 min read
Behind every seamless collaboration is a disciplined process of strategy, relationships and execution. The David Hicks x apaiser Louis Collection is one such project, brought to life through a partnership led end to end by Brand Shout and launched on the international stage during Dubai Design Week.
Great products rarely emerge by accident. They emerge when vision meets craft and when strategic collaboration becomes the engine for growth.
That was exactly the case for the Louis Collection - a bold partnership between David Hicks and apaiser, orchestrated by Brand Shout, that transformed bathware into sculptural art.
At Brand Shout we believe licensing and brand collaborations are among the most powerful tools for creative businesses and IP Holders to expand their reach, extend product categories, and build brand equity. When executed with care, they combine creative ambition with commercial practicality.
Our role in this collaboration was complete: from concept facilitation and partnership strategy to brand oversight and launch execution. We helped bring a refined vision to life with apaiser and David Hicks - a vision now showcased on the global stage.
What the Louis Collection Brings to the Table
The Louis Collection draws on classical and modern influences — referencing the grandeur of Versailles and 1920s modern elegance — and transforms them into bathroom pieces that are sculptural, modern and deeply tactile. The range includes bathtubs, basins (counter, pedestal and freestanding), bath stools and bath caddies. All pieces are handcrafted in apaiser’s signature material, apaiserMarble®, giving each object the presence and gravitas of natural stone with the reliability and craftsmanship required for functional bathware.
The aesthetic is bold yet restrained, architectural yet refined. It’s a fusion of two sensibilities: Hicks’s design language and apaiser’s mastery of stone craftsmanship. That fusion defines successful licensing — where the licensee respects creative intent, enhances it with manufacturing expertise, and produces a collection that feels authentic from both sides.
Launching on a Global Stage: Dubai Design Week & CASA MIA Flagship
Understanding that context matters, Brand Shout guided this collaboration to launch at a venue that matched its ambition — the flagship CASA MIA showroom during Dubai Design Week. The reveal attracted international attention and positioned the Louis Collection not just as bathware but as a design statement intended for global markets.
Launching in Dubai allowed the collection to enter a cosmopolitan context — signalling luxury, sophistication and creative confidence. It demonstrated the power of licensing and collaboration to lift a product beyond local markets, giving it international appeal and prestige.
Why Licensing Is a Growth Strategy That Works
A well-managed licensing partnership can offer benefits that go far beyond a one-off collaboration. Here’s what licensing delivered in this case — and what it can deliver for other businesses:
Extended creative reach and new product categories. Designers like David Hicks can enter bathware without building factories themselves. apaiser gains fresh design energy.
Shared expertise and shared risk. Craft-led manufacturers handle production while designers bring creative direction — a powerful division of labour that avoids unnecessary overhead.
Elevated brand positioning and global exposure. Launching at an international design event signals quality and intention.
Revenue potential from new audiences. New partners, new markets, and a broader customer base.
Long-term brand value. Licensing can turn intellectual property into a sustainable, recurring revenue stream rather than a one-time project.
At Brand Shout we manage every step — from partner matching, licensing strategy, brand protection, design approvals, to rollout support — to ensure collaborations deliver on both creative and commercial goals.
Could This Strategy Work for Your Business?
If your business has a signature aesthetic, unique designs, or creative assets with potential — but you don’t want to navigate manufacturing, distribution or category expansion on your own — licensing may be your next smart move.
We work with small and medium businesses across industries — from design and interiors to lifestyle, retail and beyond — to broker collaborations that make sense. Our bespoke services are tailored to your goals, your brand values and your business growth strategy.
Want to explore what a partnership could look like for you? Visit our licensing services page or reach out to start the conversation.
Final Thought
The Louis Collection from David Hicks × apaiser isn’t just about beautiful bathware. It’s a demonstration of what happens when strategic collaboration, finely tuned craft and bold creative vision come together.
At Brand Shout we believe licensing is not just an option - it’s a pathway. When done well it becomes a scalable engine for growth, expansion and long-term brand building. If you want to explore how licensing could elevate your brand - let’s talk.
Let me know if you’d like this drafted as a shorter press release version or formatted for social media promotion.
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