Picasso Licensing Rights In UAE Secured By Maison Elan Joint Venture
Maison Élan, a joint venture between AVS and UAE-based entrepreneurs Purva Kumar Pethani and Hem Sevak, has secured exclusive rights from the Picasso Trust to license selected Pablo Picasso works in the United Arab Emirates, marking the first arrangement of its kind in the country and opening new possibilities across several high-end commercial sectors.
The agreement grants Maison Élan control of a curated portfolio of more than 200 Picasso artworks for the UAE market and confirms that every licensed project in the country will be handled only by Maison Élan under strict curatorial, brand, and legacy rules set by the Picasso Trust to protect the artist's heritage.
The licensing mandate covers a wide mix of premium fields, such as real estate, banking, fine jewellery, haute horology, automobiles, fashion, hospitality, lifestyle products, experiential venues, and limited-edition collectibles, with each Picasso-related application required to follow detailed guidelines designed to balance commercial use with artistic respect and cultural sensitivity.
To clarify the spread of sectors covered under the Maison Élan Picasso Trust UAE collaboration, the agreement outlines specific categories where Picasso works may appear, while still keeping control with the Picasso Trust and Maison Élan.
Maison Élan has been created as a structured luxury art and brand licensing platform, focused on managing high-value cultural intellectual property, and under this role the company will partner with UAE-based institutions, developers, and international luxury brands active in the region, assessing each proposal separately to confirm artistic integrity, cultural relevance, and clear long-term strategy.
AVS, which co-founded Maison Élan, operates from Dubai and Mumbai and is building a varied portfolio spanning film, art licensing, and content platforms, working with international partners while expanding across India and the Middle East, with the new Picasso arrangement adding a major cultural asset to its activities in both regions.
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."
An AVS representative said: "This collaboration brings together cultural legacy and structured brand stewardship. Through Maison Élan, our role is to ensure that the Picasso name is represented with consistency, respect, and long-term vision across every licensed application in the UAE."
Purva Kumar Pethani, Co-Founder of Maison Élan, added: "The UAE has emerged as a global centre for art, luxury, and cultural innovation. Maison Élan has been created to bridge iconic global art legacies with discerning regional partners who value heritage, craftsmanship, and authenticity."
Hem Sevak, Co-Founder of Maison Élan, said: "Our focus is on building meaningful, carefully curated partnerships that honour the artistic legacy while enabling contemporary interpretation across premium sectors."
The overall collaboration supports the UAE's direction towards cultural assets, luxury innovation, and deeper global art engagement, while highlighting Maison Élan as a platform working where art, intellectual property, and high-end brand partnerships meet, and also underscores that similar Picasso licensing collaborations have taken place in other countries, but this is the first instance in the UAE and will be managed there solely by Maison Élan.
The agreement between Maison Élan, AVS, and the Picasso Trust establishes a structured framework for bringing Pablo Picasso's work into selected UAE commercial environments, with tight oversight from the rights holders, and signals continuing growth of the country's luxury and cultural economy as institutions and private partners seek carefully managed access to major global art legacies.
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