We define a company’s culture as its attitude, behaviour and personality. It is the humane quality of the relationship between the business and its community.

A strategic culture aligns the company’s brand narrative with its operational behaviour and lived experiences. It provides the foundation for a consistent and recognisable brand identity and reputation.

GmbH ApS offers consulting services including:

Culture Strategy Development
Strategic Planning & Project Management
Business Relationship Management
Leadership Coaching
B Corp Advisory

Zalando Visionary Award
As a strategic partner, we worked with Zalando’s marketing team to redefine the purpose and cultural direction of the Visionary Award, while providing strategic support for its partnership with Copenhagen Fashion Week.

Copenhagen Contemporary
To define CC’s cultural identity and purpose, we worked with its director and managing team on a strategic culture code.

KOKO
For the transformation of London’s iconic music venue and members’ club, we partnered with its executive team to develop a culture strategy, complemented by a bespoke ESG framework.

Acne Studios
For a series of store openings across key international markets, we delivered event curation and talent relations management, supported by strategic planning and project management.

The Roof Gardens
For the Kensington members’ club, we advised on its cultural direction and designed an ESG strategy consistent with its vision and values.

Margent
We collaborated with Margent’s founder and leadership to align the hemp farm’s marketing and communications strategy with its purpose and culture.

RAINS
We worked with Rains’ founders and leadership to help strategise the brand’s values and communication.

The Moore
In preparation for the reopening of the NYC boutique hotel, we defined a cultural identity and code of conduct, alongside targeted communications training for the management team.

GmbH ApS is led by its co-founders, Mia Castenskjold and Stefan Zschernitz.

Over the past decades, they have worked globally across the fashion, entertainment, hospitality and creative industries. Throughout this journey, they have acquired not only multiple languages but also deep expertise in analysing and navigating complex organisational structures and diverse cultural dynamics.

At companies such as Acne Studios, Lacoste, and H&M, they have held leading roles, developing culture strategies, executing creative concepts and managing relations, communications and events.