A real 360º consultancy
THE PRINCIPAL OFFICE WAS FOUNDED BY ÓSCAR GERMADE, WHOSE CAREER SPANS EDITORIAL DESIGN, CULTURAL PUBLISHING, AND THE ART DIRECTION OF VOGUE SPAIN. THAT BACKGROUND INFORMS A WAY OF WORKING THAT IS RIGOROUS, CONSIDERED, AND DEEPLY VISUAL.
WE OPERATE AS A SENIOR PRACTICE. OUR CLIENTS HAVE DIRECT ACCESS TO THE PEOPLE DOING THE WORK. WE TAKE ON A LIMITED NUMBER OF PROJECTS AT A TIME, AND WE SEE EACH ONE THROUGH COMPLETELY.
What we do: BRAND CONSULTANCY
WE WORK WITH BRANDS AT THEIR MOST CONSEQUENTIAL MOMENTS, LAUNCHES, REPOSITIONING, CATEGORY EXPANSION OR INTERNATIONALIZATION, TO DEFINE WHAT THEY STAND FOR AND HOW THAT CONVICTION TRANSLATES ACROSS EVERY VISUAL AND VERBAL EXPRESSION.
THE RESULT IS NOT A STYLE GUIDE. IT IS A BRAND WITH A GENUINE POINT OF VIEW: ONE THAT HOLDS ACROSS MARKETS, CHANNELS AND TIME.
What we do: CREATIVE DIRECTION
WE PROVIDE THE STRATEGIC AND AESTHETIC LEADERSHIP THAT KEEPS A BRAND LOOKING LIKE ITSELF. FROM CAMPAIGN CONCEPT TO FINAL IMAGE, WE ASSEMBLE AND DIRECT THE RIGHT COLLABORATORS: PHOTOGRAPHERS, STYLISTS, SET DESIGNERS, DIRECTORS AND HOLD THE STANDARD THROUGHOUT.
OUR APPROACH IS EDITORIAL: CONSIDERED, UNCOMPROMISING AND ALWAYS IN SERVICE OF THE IDEA.
What we do: EVENTS AND EXPERIENCES
WE PRODUCE ENVIRONMENTS WHERE A BRAND BECOMES TANGIBLE. EVENTS, ACTIVATIONS, CULTURAL EXPERIENCES AND MOMENTS WHERE AN AUDIENCE STOPS OBSERVING AND STARTS FEELING.
EVERY DETAIL, SPATIAL, SENSORY AND SOCIAL, IS TREATED AS PART OF A UNIFIED CREATIVE WHOLE. BECAUSE A BRAND THAT IS ONLY SEEN IS ONLY HALF ALIVE.
Selected Clients
CAROLINA HERRERA
EL BULLI
EL PAÍS
KAVE HOME
LANCÔME
L’ORÉAL LUXE
MAJORICA
MANGO
MASSIMO DUTTI
PHAIDON PRESS
SIMON MILLER
TERESA HELBIG
UNIQLO
VOGUE ESPAÑA
Teams and Collaborators
SOLO DESIGN TEAM
VOGUE SPAIN ART DEPT.
MASSIMO DUTTI IMAGE TEAM
MANGO IMAGE & COMMUNICATION TEAM
THE PRINCIPAL OFFICE TEAM
Special thanks to:
AINHOA SAN MARTÍN
PAZ PUCHEU
AROA PUENTE
TXETXU GARCÍA
ANDRÉS GIL
MARÍA AUCEJO
PABLO RAUSELL
ÍÑIGO JEREZ
Photographers and Stylists
EMMANUELLE ALT, DARIO CATELLANI, QUENTIN DE BRIEY, LUCA CAMPRI, ALEX CARL, ELODIE DAVID, PABLO DI PRIMA, COLIN DOGSON, TIM ELKAIM, JEREMY EVERETT, THEO DE GUELTZ, PAMELA DIMITROV, JOAQUIN LAGUINE, MARCO LESSI, PEPE LÓBEZ, MALINA JOSEPH, ED. MARTIN, THEO WENNER, RONAN GALLAGHER, RYAN McGINLEY, MARTIN PARR, ANGELO PENETTA, MARC PUIG BIEL, CHRIS RHODES, OLA RINDAL, NICOLAS RUIVO, SEBASTIAN S. BRUCE, EDUARD SÁNCHEZ RIBOT, ANTHONY SEKLAOUI, DAVID SIMS, DEO SUVERA, DREW VICKERS, LALA SERRANO
Images and Rights
PLEASE, GET IN TOUCH BEFORE PUBLISHING ANY OF THE IMAGES ON THIS WEBSITE. FOR ANY INQUIRIES ABOUT WORK, PRESS, ETC., PLEASE GET IN TOUCH BY MAIL. THE PRINCIPAL OFFICE WORDMARK AND ICON DESIGNED BY ÍÑIGO JEREZ.
OTZ LAB MAKING OF. MADRID, 2026
©THE PRINCIPAL OFFICE CREATIVE SERVICES SINCE 2025 ① BUILDING ② ELEVATING ③ ACTIVATING OUTSTANDING FASHION, BEAUTY AND LIFESTYLE BRANDS WITH VISION, DEPTH AND CULTURAL RELEVANCE.
OFFICE HOURS:
MON TO THU: 8.30 AM TO 5.00 PM FRI: 8.00 AM TO 2.00 PM
MEETINGS ON DEMAND. MORE INFORMATION AT @WEAREPRINCIPAL
A CORUÑA
MADRID
BARCELONA
