Introduction
The U.S. market has long been a hub for technology, creativity, and immersive experiences, with New York City standing out as a cultural capital that bridges art and innovation. Our
recent trip with Holios allowed us to dive deep into this vibrant ecosystem, meet industry leaders, and experience firsthand what it takes to succeed here. Along the way, we gathered invaluable insights on bridging cultural differences and navigating business in the States. Here’s a look at our journey, packed with tips for anyone eyeing the U.S. market.
Day 1: Networking, Immersion, and a Hit Demo Night
We kicked off the trip with a visit to the Villa Albertine, one of New York’s French cultural hubs. Meeting with other innovators, we attended a talk by Anne-Sophie Mahle from the New York City Economic Development Corporation (EDC), who offered insights into building relationships within the city. Later, Brian Frumberg, founder of VentureOut, shared essential advice on U.S. business culture: be upfront, prioritize speed over perfection, and always make direct connections on LinkedIn. According to Brian, timing is key in the American market, and a follow-up within 24 hours is crucial for a strong first impression.
Next, we had a meeting with Inter_IAM, a unique immersive space near Canal Street. This meeting sparked new ideas even beyond Holios, opening the door for future collaborations to enhance their storytelling within immersive exhibitions.
Our day included several meetings organized by Business France near Times Square, whose support and planning were invaluable throughout this trip. Business France, the national agency supporting the international development of the French economy abroad, organized this mission to New York as part of their Creative Lab initiative. We were honored to be part of it, and especially grateful for the guidance of Céline Hediard (Team Leader for Tourism and Culture), Marie Jagu (Business Development Manager for Sport, Culture, and Tourism),Sebastien Vicente (Managing Director Lifestyle) and Audrey Cabald (Trade Advisor). Their expertise and connections made our time in New York truly impactful. Finding partners like Business France, who understand the local market and can facilitate meaningful introductions, is one of the most crucial steps for any company looking to enter the U.S.
Later, we visited the Brooklyn Botanical Gardens, where we met Adrian Benepe, CEO and president. We discussed the future of botanical gardens in an urban setting, especially amid climate uncertainties. Digital solutions like Holios could offer a glimpse into seasonal changes and the impact of climate on plant life, making learning engaging even in colder months.
That evening, we took center stage at the Creative Lab’s Demo Night at L’Alliance. Our one-minute pitch with Holios was a hit, drawing a line of attendees eager to see our holographic technology in action. It was a proud moment, as Holios sparked curiosity and conversation—undoubtedly the highlight of the night!
Day 2: Engaging Museums and Navigating U.S. Business Requirements
Day 2 started with a meeting at the Brooklyn Museum. Speaking with Alexander Valenzuela, Director of Customer Relationship Management, we explored Holios’ potential to add new layers to visitor engagement. Not only could Holios provide interactive, personalized information about exhibits, but it could also gather visitor feedback—turning each exhibit into a more responsive, user-focused experience.
Our next stop was a return to Inter_IAM for a tour of their immersive space, housed in an old bank building. Meeting the owner opened up discussions about adding narrative elements to their exhibitions—a unique storytelling approach that aligns well with Holios’s capabilities.
In the evening, we attended a gathering at the accounting firm Forvis Mazars for the election watch event and a primer on U.S. tax and business regulations. One takeaway from the night was clear: navigating U.S. taxes and legal requirements is best handled with a good accountant and legal team. U.S. tax laws are intricate, especially with multi-state business, and the expertise of Forvis Mazars provided invaluable clarity.
We wrapped up the night with an American trivia game, and to our surprise, we won two out of the three prizes. It was a fun—and symbolic—sign that we’re ready to take on the American market!
Day 3: Artistic Innovation and Skyline Inspiration
Our final day in New York began at ARTECHOUSE, where we met Uma Macrossan. This immersive art space blends digital art with technology, presenting art as a fully immersive experience. Holios could help give the artists themselves a voice, adding an element of storytelling where the creators could speak directly to viewers—a concept Uma was thrilled by.
After an inspiring conversation with creative mastermind Chris Dodson, we closed the day with a private tour of Summit One Vanderbilt, a breathtaking skyscraper with immersive experiences. Welcomed by Claire Ulloa, Director of Sales, we explored the building’s stunning design and panoramic views, even reminiscent of Versailles with its mirrored halls. Claire’s warm guidance made the experience unforgettable, reminding us of the unique ways New York combines history, art, and cutting-edge architecture.
Tips for Entering the U.S. Market
Through our journey, we learned valuable lessons for any company looking to make its mark in the U.S.:
• Be Direct and Timely: Americans value brevity and quick responses, so follow up within 24 hours and don’t shy away from requesting follow-up meetings.
• Invest in Local Expertise: Whether it’s accountants or lawyers, having U.S.-based advisors can prevent costly missteps.
• Partner with Organizations that Understand the Local Market: Business France’s Creative Lab program was a game-changer for us, facilitating introductions and guiding us through the New York market.
• Embrace the Power of Networking: Build relationships actively and connect with people on LinkedIn. Networking is often as critical as the product itself.
A Special Thanks to Our Clients and Partners
As we return from New York, we’re grateful for the inspiring people we met and the potential partnerships we’ve begun. We owe a big thanks to Business France and the Creative Lab team, particularly Céline Hediard, Marie Jagu, Sebastien Vicente and Audrey Cabald and Lucie Roinson, for orchestrating such a successful mission. Holios is just getting started in the U.S., and we’re excited about the future. Thank you to everyone who made this trip an incredible success!
Conclusion
Our time in New York was filled with insights, connections, and a renewed sense of purpose. Breaking into the U.S. market is a challenging yet rewarding journey, and we’re excited to keep pushing forward. For anyone thinking about expanding to the States, take the leap—this is where opportunity meets innovation.
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