Soho Buro is a creative boutique agency that creates timeless, authentic marketing communications designed not to follow trends, but to outlive them.
about
Soho Buro is an international creative boutique agency combining global creative energy with artisanal precision.
Working with a limited number of clients, we deliver a deeply personal and strategically focused approach that builds meaningful brand presence, credibility, and lasting cultural relevance.
Head of Strategy & Co‑Founder
With 8+ years’ experience in digital and brand strategy, Mariam has led projects at global and boutique agencies for brands including PepsiCo, Mondelēz, PMI, L’Oréal, and Pandora across FMCG, beauty, automotive, and banking.
As Head of Strategy, she leads a focused, insight-driven approach that transforms brand ambition into distinctive positioning and culturally resonant narratives.
Head of creative & Co‑Founder
Irina Kro Eicke is an internationally recognized content creator and creative entrepreneur. She has developed innovative projects in collaboration with global brands and has been featured in Vogue, Vanity Fair, and The New York Times.
Leading the agency’s creative vision, she blends editorial sophistication with cultural insight to shape strong brand identities and craft impactful storytelling.
about
Head of Strategy & Co‑Founder
With 8+ years’ experience in digital and brand strategy, Mariam has led projects at global and boutique agencies for brands including PepsiCo, Mondelēz, PMI, L’Oréal, and Pandora across FMCG, beauty, automotive, and banking.
As Head of Strategy, she leads a focused, insight-driven approach that transforms brand ambition into distinctive positioning and culturally resonant narratives.
Head of creative & Co‑Founder
Irina Kro Eicke is an internationally recognized content creator and creative entrepreneur. She has developed innovative projects in collaboration with global brands and has been featured in Vogue, Vanity Fair, and The New York Times.
Leading the agency’s creative vision, she blends editorial sophistication with cultural insight to shape strong brand identities and craft impactful storytelling.
services
Development of platform-first social media strategies, content pillars and editorial calendars, tone of voice definition, and ongoing account management with community engagement to ensure consistent brand presence and growth.
Strategy & Social Media
Concept creation and art direction for campaigns and brand storytelling, visual language development, and copywriting across digital platforms to build a cohesive and recognizable aesthetic.
Creative Direction
& Content
Ideation and execution of digital-first campaigns, product launches and brand activations, alongside curated influencer and creator partnerships designed to drive reach, relevance and performance.
Campaigns & Influencer
Marketing
End-to-end photo and video production for campaigns and social content, including casting, location and shoot direction, as well as fashion styling and visual curation aligned with brand identity.
Production & Styling
portfolio
MAX ID NY
client:
MAX ID NY, a design studio creating high-end, handmade, sculptural interior goods
Services:
→ Creative Concept
→ Art Direction
→ Photo & Video Production
challenge:
We developed the creative concept and art direction for MAX ID NY’s new glassware collection, highlighting the elegance and sculptural quality of The Manhattan Glass series. The shoot captured the spirit of Manhattan’s cocktail aesthetic, with cinematic yet clean visuals that put the product center stage — as if it were on a stage, with all the lights directed at it — emphasizing craftsmanship and design.
Social Life magazine
client:
Social Life magazine
Services:
→ Creative direction
→ Styling
→ Management
→ Photo Production
challenge:
Social Life magazine entrusted us with the creative direction and styling for their Stylesection. Drawing inspiration from the signature locations of the Hamptons, our goal was to craft fashion-forward imagery that captured the essence of the city’s lifestyle while avoiding the ordinary. By integrating contemporary trends into the styling, we elevated familiar scenes into a visual narrative that feels both authentic and aspirational.
Alexandra Fairweather
client:
Alexandra Fairweather, Director of the John Chamberlain Estate
Services:
→ Content Strategy
→ Social Media Management
→ Art Direction on Set
→ Styling
→ Photo & Video Production
challenge:
We developed a tailored social media strategy for Alexandra Fairweather’s personal brand, balancing personal expression with professional storytelling. Our approach strategically highlighted her diverse projects, presenting her as a strong creator and visionary behind multiple impactful initiatives.
Each post seamlessly integrated Alexandra’s voice with the legacy of the John Chamberlain Estate, reflecting her personality and authority while communicating the Estate’s narrative with authenticity, depth, and cultural relevance.
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Monogram New York
client:
Monogram New York
Services:
→ Creative Concept
→ Art Direction
→ Photo & Video Production
challenge:
Monogram New York tasked us with creating content for their social media channels that would reflect the high-end quality of their properties and capture the spirit of New York City. We produced an inspiration-driven video showcasing friends enjoying themselves, carefully crafting a visual narrative that conveys the atmosphere of sophisticated urban life.
Natalya Pavchinskaya
client:
Natalya Pavchinskaya, Hospitality Founderand Film Producer
Services:
→ Personal content strategy
→ Social Media Management
→ Art direction
→ Photo & Video Production
challenge:
We developed a tailored social media strategy for Natalya Pavchinskaya’s personal brand to reflect the multifaceted nature of her work and her strong personal presence. The approach highlighted her projects across hospitality and film, positioning her account as an inspirational space for a thoughtfully curated lifestyle.
Focused on taste, culture, quality, and a refined way of living, the content showcases her personal choices and lifestyle — from travel and style to cinema, hotels, beauty, and culture — in a way that feels authentic, sophisticated, and meaningful.
portfolio
/1
client:
MAX ID NY, a design studio creating high-end, handmade, sculptural interior goods
/1
services:
→ Creative Concept
→ Art Direction
→ Photo & Video Production
/1
challenge:
We developed the creative concept and art direction for MAX ID NY’s new glassware collection, highlighting the elegance and sculptural quality of The Manhattan Glass series. The shoot captured the spirit of Manhattan’s cocktail aesthetic, with cinematic yet clean visuals that put the product center stage — as if it were on a stage, with all the lights directed at it — emphasizing craftsmanship and design.
/2
client:
Social Life magazine
/2
services:
→ Creative direction
→ Styling
→ Management
→ Photo Production
/2
/2
/3
client:
Alexandra Fairweather, Director of the John Chamberlain Estate
/3
services:
→ Content Strategy
→ Social Media Management
→ Art Direction on Set
→ Styling
→ Photo & Video Production
/3
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/3
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/4
client:
Monogram New York
/4
services:
→ Creative Concept
→ Art Direction
→ Photo & Video Production
/4
challenge:
Monogram New York tasked us with creating content for their social media channels that would reflect the high-end quality of their properties and capture the spirit of New York City. We produced an inspiration-driven video showcasing friends enjoying themselves, carefully crafting a visual narrative that conveys the atmosphere of sophisticated urban life.
/4
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faq
