Wealth management in the Middle East has long been synonymous with a conservative, almost monolithic approach to preserving and growing family fortunes. Traditionally, this has meant a classic distribution of equities, bonds, and real estate investments. However, in an era marked by rapid technological advancements, shifting global economic powers, and unpredictable markets, the age-old playbook for wealth preservation is showing its limitations. Vivium, under Founder Elie Khouri’s leadership, is challenging the status quo and redefining what it means to manage family wealth in the Middle East.
Vivium presents a clear vision: wealth management and legacy-building ventures are ripe for innovation. With his keen eye for opportunity and a deep-rooted passion for entrepreneurship, Elie Khouri saw the evolving challenges as a call to action. He recognized that long-term value creation goes beyond traditional asset allocation. It’s about building businesses that endure and thrive through changing times.
“Long-term value creation and building businesses that stand the test of time is what we should be striving for,” Khouri reiterates. Vivium embraces this ethos in its pursuit of diversity in investment, venturing boldly into traditional and alternative assets. Their approach stands out as well. Agility, collaboration with top-tier talent, and investments that resonate with personal interests and passions mark the cornerstones of its strategy. This dynamic approach reflects a broader trend among regional family offices, which increasingly adopt more active roles in their investment strategies, exploring new horizons beyond the familiar terrain of stocks and bonds.
Despite always keeping up with the investment sphere, for nearly three past decades the main focus of Elie Khouri’s career was marketing. He followed a path from an advertising subsidiary of Omnicom in Cyprus to CEO of Omnicom Media Group MENA, now holding a title of a non-executive Chairman. After accumulating profound business experience, Elie reflects that it was only a natural move for him to set up Vivium in 2017, allowing him to build on previous achievements along with leaving a lasting foundation for his team and family. This move has also highlighted a distinct shift towards creating a business model that transcends traditional wealth management. Under Khouri’s leadership, Vivium focuses on more than just securing financial returns; it’s about identifying and nurturing game-changers that redefine industries.
A notable aspect of Vivium’s forward-thinking approach is its partnership with Cassina, an authentic Italian luxury furniture outlet, as a venture that extends beyond business into personal passion. Khouri’s longstanding appreciation for Cassina’s design ethos is expressed in a unique collaboration that brings some of the finest luxury furniture and design offers to Dubai. Beyond investments, this partnership also bridges cultures, tastes, and histories, resulting in the curated spaces of Cassina’s Dubai store.
“Cassina has been part of my life for over two decades,” Khouri explains. “Connecting with the Cassina team meant a lot to me personally and I wanted to share my passion with as many people as possible.” The Dubai-exclusive store has emerged after a foundational revamp of an old villa on Jumeirah Beach Road, with over 750 square meters of residence being transformed into contemporary space featuring designer furniture pieces. The interiors were curated by Patricia Urquiola, an Art Director of Cassina, creating an alignment between Cassina’s vision and Vivium’s values.
Vivium footprint extends well beyond the Middle East, with strategic forays into European luxury real estate and partnerships with global design brands. The acquisition of VIVA Sotheby’s International Realty in Spain is a case in point, marking Vivium’s ambitious entry into the European market. The Spanish branch sets steady goals for growth with a planned expansion within the most exclusive locations in the country, with a special focus on Andalucía and Madrid, and the developments in the Balearic Islands and Costa Blanca regions. This move diversifies Vivium’s portfolio and enhances its global influence and capacity to shape luxury living standards.
As Vivium continues to redefine the contours of family wealth management, it sets an example how Single-Family Offices can navigate the complexities of the modern financial world. Vivium is not just managing wealth; it is crafting the future of family legacy in the Middle East, turning visionary ideas into tangible realities that resonate with innovation, excellence, and a profound understanding of the value of design in our lives.
