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Luxury expert Lars Peter Jung-Larsen joins House of Pilati as new CEO

ByLuxuryEditors

Nov 11, 2021

House of Pilati – A European and Middle Eastern design company that creates one-off collectables for Ultra-High-Net-Worth individuals – is delighted to announce that Lars Peter Jung-Larsen has been appointed CEO.

Jung-Larsen brings more than 25 years of expertise in luxury lifestyle goods, heading up teams at some of the world’s largest premium goods companies, including fashion brand Hugo Boss and Georg Jensen, a luxury goods company that specialises in heritage high-end silverware.

His appointment comes as House of Pilati seeks to become a global player in the new luxury market, creating a portfolio of covetable one-off collectables auctioned using House of Piltai’s Non-Fungible Token Marketplace.

Jung-Larsen’s appointment was announced at a red carpet gala event held at Cafe Milano, Dubai Expo2020 on Wednesday, November 17 where House of Pilati showcased a collection of custom-designed limited-edition dinner jackets in partnership with Dubai-based 8th Lining, in addition to a one-off custom-made supercar, the Aero 3, a modified Ferrari F12, hand-built by Milan-based Carrozzeria Touring Superleggera.

As CEO, Jung-Larsen will lead House of Pilati’s global initiatives and partnerships with leading brands, ensuring smooth and efficient processes that deliver exquisite and sought-after collectables. House of Pilati’s founder, Patrick Pilati, will continue in his role as the company’s creative director.

“I’m delighted to be joining House of Pilati at such an exciting time in the new luxury market,” Jung-Larsen said.

The number of Ultra-High-Net-Worth individuals has nearly doubled over the past decade, enabling the new luxury market to see spectacular growth. What we knew traditionally as luxury is now becoming mass luxury. There is a new and exciting market segment for unique new luxury products to appeal to the discerning tastes of the growing number of UHNWIs.”

He added: “House of Pilati, as a design company that specialises in unique luxury products for UHNWIs, is setting the benchmark for new luxury. The company’s unique collaborations, from high-end fashion and jewellery, to art, supercars, and even property, enables us to meet the unique needs of this elite audience across any sector.”

Jung-Larsen holds a bachelor’s in international marketing from The Danish School of International Marketing and an MBA from Ivey Business School, Hong Kong. Based in Germany, he has specialist expertise of European, Asian, and Middle Eastern luxury markets.

Pilati said: “I’m delighted to welcome Lars to the House of Pilati team. His expertise and unique understanding of global luxury markets will ensure House of Pilati establishes itself as a global player in the new luxury market.”

Since the company’s launch in October 2021, House of Pilati has announced a series of exciting collaborations and unique one-off collectables as part of its Spirit of Arabia collection, including the one-off Nasr S1 Ego Project – the first-ever supercar to be sold as a Non-Fungible Token.