How LePub’s New LeGarage Is Redefining Brand Experiences

LePub was founded on the belief that brands that continuously evolve, rethink how they connect, and embed themselves in culture are the ones that thrive—growing 6X faster than those that don’t. Our journey began by transforming how brands communicate through deep cultural insight and ground breaking creativity. This led to the launch of Data & Culture Lab, our proprietary intelligence hub that deciphers culture in real time, helping brands stay ahead in an ever-changing world.

Now, we’re taking innovation further with LeGarage—our new capability built to Invent Culture Forward. In a world where consumers are desensitized to incremental change, brands must move beyond surface-level upgrades to create real impact. Research shows that brands that drive meaningful experiences grow 2.5X faster than their competitors, proving that true innovation isn’t just about new technology—it’s about reimagining what’s possible with what exists today. By harnessing technology to shape culture, we help brands create relevance, impact, and deeper connections—making innovation more meaningful, human, and future-facing.

What is LeGarage?

LeGarage is the tech and innovation-driven collective of LePub, a creative force that redefines how brands connect with audiences. More than a creative department, LeGarage is a hub for tech enthusiasts, innovators, and culture-driven thinkers. It doesn’t just engage with technology—it actively develops and reshapes it. This convergence of digital, tech and culture opens new ways for brands to connect in an ever-evolving world. It’s a space where technology is deconstructed, reimagined, and applied to challenge the status quo. LeGarage seamlessly merges creativity, technology, and culture to craft impactful, unexpected inventions. Here, the creative soul of technology is revived and becomes a central source of inspiration. At LeGarage, technology is about the right tech—the crucial element that enhances brand engagement and reshapes innovation in meaningful ways.

Powered by a diverse team of tech, gaming, and digital experts, LeGarage fosters a collaborative spirit that is essential to its success. Its structure includes specialized “Pods” of practice leads, who ensure every project is innovative, commercially viable, and aligned with business objectives. From product and device design to digital solutions, the collective delivers game-changing ideas that spark conversation crafting inventions that combine technological expertise with a human centred approach.

Some of the projects created for the client Heineken:

-The Closer, an iconic bottle opener transformed into a symbol of work-life balance;

-The Boring Phone, a flip phone designed to rediscover the value of sociality by revisiting retro technology with a modern touch;

-The Gaming Fridge, a distinctive project that redefines an everyday object, combining functionality and entertainment through an innovative and playful approach.

Global Expansion:

With innovation hubs already located in Milan, Amsterdam, São Paulo, Singapore and upcoming hubs in New York City and Mexico City - LeGarage is strategically scaling to make a global impact. By embedding its capability within the cultural fabric of each region, LePub gains deeper insights and data, helping to create technology-driven brand experiences that speak to local audiences while maintaining a universally relevant proposition – embarking on a mission to Invent Culture Forward.

"With LeGarage, we bring together technology, creativity, and cultural insight to help brands stand out. Our mission is to empower brands to create experiences that truly resonate, going beyond traditional communication to shape culture in fresh, exciting ways." – Bruno Bertelli, global CEO LePub, CCO LePub Worldwide.

“In the last twenty years, technology made its way out of the niche and into the mainstream. Tech events attract millions of viewers, total gamer population outnumbers entire continents, and there isn't a single part of everyday life that technology didn't transform” said Andrey Tyukavkin, global executive creative director and chief innovation officer. “We build partnerships with clients to find the role of tech in their brand world, in their consumers journey, and make mainstream, broadly understood campaigns out of that, like The Closer did for Heineken”.

You can also follow LeGarage latest activities and inventions on its bespoke TikTok profile here.