With Folio.YVR Luxury Lifestyle Magazine continuing to shape British Columbia’s luxury narrative, Adam Frewer’s arrival as Cultural Ambassador at Large signals an exciting new chapter for Vancouver’s event culture. Known internationally for orchestrating immersive experiences across iconic cities and collaborating with heritage brands, Adam brings a fresh perspective, one informed by a career leading luxury activations from London to Vancouver and everywhere in between. Here, Adam shares what inspires him, his philosophy on modern luxury, and the creative energy he hopes to bring to the city.
Congratulations on your appointment, Adam! What excites you most about stepping into Folio.YVR’s Cultural Ambassador role?
“Thank you, it genuinely is a thrill. Folio.YVR has its finger on the pulse of Vancouver and all of BC, showing exactly what luxury means here. I’m inspired by Folio’s ability to highlight the city’s understated elegance and by how they engage both local and global audiences. My goal is to contribute by showcasing Vancouver’s unique approach to luxury and bring even more global attention to what makes this city stand out.”
Your career spans London, LA, Toronto, Mexico City, São Paulo, and Vancouver. How will that international experience come through in your work here?
“I’ve curated everything from fashion shows with heritage brands to live music showcases with Oscar winners and collaborations with Michelin-starred chefs. What connects all those experiences is an attention to detail and a luxury mindset that transcends borders. Vancouver is home to phenomenal talent and emerging brands, and I look forward to sharing global-insider perspectives that elevate local stories.”
How would you personally define luxury, and in what ways do you feel that definition connects with Vancouver’s unique lifestyle?
“For me, luxury has never been about extravagance, it’s about intention, authenticity, and refinement. True luxury lies in the quiet details, a well-crafted object, a meaningful experience, or a brand that makes conscious choices about quality and ethics. It’s about how something makes you feel rather than how loudly it announces itself. Vancouver embodies that perfectly. There’s a natural elegance here, a focus on balance and purpose that feels effortless. The city’s version of luxury is understated yet deeply connected to creativity, community, and nature. That harmony between subtle sophistication and genuine substance is what makes Vancouver such an inspiring place to celebrate modern luxury.”
Innovation and cultural connection are central to your new role. How will these elements shape your approach as Ambassador?
“My vision is to create a bridge between Vancouver’s event culture and the broader luxury landscape. I want to spotlight collaborations that feel fresh, whether it’s fusing street style with heritage brands or bringing together local artisans and international creators. By driving innovation and nurturing cultural connections, I hope Folio.YVR can keep leading the conversation on what’s next for luxury in the city.”
You have produced events for Dior, Boss, Apple, and more. Is there a signature project that stands out for you?
“There have been highlights for sure, producing the very first Boss fashion showcase at a private members club in London, delivering live music events with the English National Opera and Sam Smith, and leading large-scale influencer campaigns for Netflix in Mexico City. Each one was special because it elevated the brand while spotlighting incredible talent and creativity. Those moments taught me that great events are as much about the right mix of people and ideas as they are about beautiful venues and design.”
What do you hope to bring to Vancouver’s luxury scene as you settle into your new role?
“I’m excited to dive right in and start working with the city’s vibrant community, designers, creators, entertainers, and the brands that shape how Vancouver is experienced. This city does understated luxury exceptionally well, and there’s a wealth of stories waiting to be told. Whether it’s an intimate dinner, a pop-up showcase, or an experiential campaign, my aim is to elevate Vancouver’s luxury voice for Folio.YVR readers and beyond.”
Looking ahead, what possibilities excite you for both Folio.YVR and Vancouver’s evolving luxury culture?
“The future feels incredibly bright. There’s creative energy everywhere, from culinary talent to live performances and bold new brand collaborations. Folio.YVR is constantly evolving, and I’m passionate about uncovering what’s next, finding new ways to celebrate innovation, diversity, and the understated elegance that defines West Coast luxury.”
Adam’s international expertise and belief in “wealth whispers” perfectly position him to lead Folio.YVR readers into the next era of luxury living, one that’s as culturally resonant as it is quietly refined.
Author Profile
- Helen Siwak is the founder of EcoLuxLuv Communications & Marketing Inc and publisher of Folio.YVR Luxury Lifestyle Magazine and PORTFOLIOY.YVR Business & Entrepreneurs Magazine. She is a prolific content creator, consultant, and marketing and media strategist within the ecoluxury lifestyle niche. Helen is the west coast correspondent to Canada’s top-read industry magazine Retail-Insider, holds a vast freelance portfolio, and consults with many of the world’s luxury heritage brands. Always seeking new opportunities and challenges, you can email her at [email protected].
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