Nicolas Huet Greub turns up the heat

Founded by Nicolas Huet Greub eight years ago, 37.2 has allowed him to establish himself as an artist agent, then as a producer, and even as a publisher of beautiful books. A look back at a meteoric journey.

By Olivier Nicklaus

Nicolas Huet Greub turns up the heat

Founded by Nicolas Huet Greub eight years ago, 37.2 has allowed him to establish himself as an artist agent, then as a producer, and even as a publisher of beautiful books. A look back at a meteoric journey.

By Olivier Nicklaus

  • Although his arm is in a sling due to a recent bicycle accident, the first thing that stands out when meeting Nicolas Huet Greub is his energy and passion. These qualities have made him, at just 34 years old, the rising star in the world of photography agencies that brands turn to for their campaigns. But Nicolas, who founded the 37.2 agency in 2016 at the young age of 25, has since taken on many more roles: first as a producer, then, as early as 2018, as a publisher of fine art books to showcase the purely artistic dimension of his protégés' work. Today, he even publishes books by photographers he does not represent. His fresh perspective (he is one of the least jaded people in the industry), enthusiasm, and adaptability have led him to develop ventures he hadn't necessarily planned at the outset.


    In the cool of autumn, Nicolas Huet Greub welcomes us, barefoot, in his warm and beautiful apartment in the heart of the Marais. An apartment that is both his home sweet home and his office: a reflection of how he navigates his daily life, constantly breaking down the barriers between professional and personal circles. The real magic happens when he purposefully makes them collide, like when he hosted Shelby Duncan’s birthday celebration, an American photographer and now close friend he has represented since he opened the agency. It was a memorable evening (people still talk about it today), where photographers, directors, actors and musicians partied alongside childhood and industry friends. A truly happy and joyful crowd of people, which only he knows how to bring together.


    Today, the agency continues to grow and evolve featuring a dozen talents, his roster includes a range of different artists, from photographers to directors, set designers, fashion stylists and floral stylists. His sense of adaptation paired with endless optimism suggest Nicolas Huet Greub is only at the beginning of a very bright journey ahead. A unique story, driven by encounters, ambition and sincerity, which he shares with us with no holds barred. 

  • Although his arm is in a sling due to a recent bicycle accident, the first thing that stands out when meeting Nicolas Huet Greub is his energy and passion. These qualities have made him, at just 34 years old, the rising star in the world of photography agencies that brands turn to for their campaigns. But Nicolas, who founded the 37.2 agency in 2016 at the young age of 25, has since taken on many more roles: first as a producer, then, as early as 2018, as a publisher of fine art books to showcase the purely artistic dimension of his protégés' work. Today, he even publishes books by photographers he does not represent. His fresh perspective (he is one of the least jaded people in the industry), enthusiasm, and adaptability have led him to develop ventures he hadn't necessarily planned at the outset.


    In the cool of autumn, Nicolas Huet Greub welcomes us, barefoot, in his warm and beautiful apartment in the heart of the Marais. An apartment that is both his home sweet home and his office: a reflection of how he navigates his daily life, constantly breaking down the barriers between professional and personal circles. The real magic happens when he purposefully makes them collide, like when he hosted Shelby Duncan’s birthday celebration, an American photographer and now close friend he has represented since he opened the agency. It was a memorable evening (people still talk about it today), where photographers, directors, actors and musicians partied alongside childhood and industry friends. A truly happy and joyful crowd of people, which only he knows how to bring together.


    Today, the agency continues to grow and evolve featuring a dozen talents, his roster includes a range of different artists, from photographers to directors, set designers, fashion stylists and floral stylists. His sense of adaptation paired with endless optimism suggest Nicolas Huet Greub is only at the beginning of a very bright journey ahead. A unique story, driven by encounters, ambition and sincerity, which he shares with us with no holds barred.

  • What environment did you grow up in?

    I'm a '90s kid, born and raised 45 minutes outside of Paris (a distance that felt enormous back then). My early life was completely different from the world I now navigate in. My mother ran a real estate agency, but her true passion was horse riding, which she pursued at a high level. I spent my weekends at horse competitions until I was 15, often accompanying her. When I wasn’t there, I was raised by my grandmother and great-grandmother. Beyond watching shows like Melrose Place and The Young and the Restless, our home was always alive with larger-than-life personalities. My grandmother, in particular, devoted much of her life to helping others.

    Growing up, I was thrust into an adult world at an early age. I learned quickly that you must rely solely on yourself, that even the smallest choices can decisively shape your future. It became clear that surrounding yourself with the right people is essential, and that everything can change from one day to the next.

    Watching The L Word at 15 was my first glimpse into a world that was free, open, irreverent, and proudly multicultural. A place where differences were celebrated with passion. That spark has stayed with me, shaping both my personal journey and my professional outlook.

  • Ah yes, so you were raised exclusively by women?

    Yes, what a privilege! I was nurtured by four extraordinary women spanning different generations: my mother, my grandmother, my great-grandmother, and my half-sister Deborah Huet, who is now a renowned French TV producer. Each of them was a formidable force of nature, with a unique spirit and presence. They instilled in me the values of freedom, respect, lightness, and un certain goût du quant à soi. Most importantly, they taught me that true strength is intimately linked to vulnerability.

  • When did your vocation take shape to become the agent you are today?

    It’s hard to pinpoint one exact moment. In high school, while many of my classmates had their futures dictated by their parents, I was free to choose my own path. I spent weekends in Paris with my sister, roaming the city and soaking in its energy. Honestly, I didn’t even know that a career as an artist’s agent was a thing.

    I was always drawn to photography, cinema, and music, yet I never really saw myself in that world. As a teenager, if someone asked what I wanted to do when I grew up, I’d laugh and say I wanted to be a lawyer (thanks to Ally McBeal!). But deep down, all I longed for was to break away from the suburbs and to live in Paris. Being gay, raised in the suburbs and schooled in a Catholic environment, I knew I wouldn’t be able to thrive there.

    I started a law degree, but after just three months, I dropped out to embrace a new Parisian lifestyle. I completely immersed myself in art and culture. visiting exhibitions, museums, watching films, reading books every day, and exploring the city on the dance floor and through spontaneous adventures. My motto was simple: “Live! And give yourself every chance to get somewhere else.” I didn’t know exactly where that journey would take me, but day by day, it began to take shape. I listened to my inner voice, opened up to new people and opportunities, and learned to ignore those who couldn’t handle someone being different. In the end, it was a blend of intuition, openness, and a bit of serendipity that led me to where I am today.

  • And how did your professional path begin?

    I ended up at a not-so-great business school, where one of my courses required us to explore different roles within an advertising agency. One of the roles was that of an Art Buyer—something I knew nothing about, but which instantly caught my attention. For an assignment, I had to interview an Art Buyer, so I looked up the head of Art Buying at Publicis, one of Paris’ biggest agencies, and reached out to Nathalie Maudet on Facebook.

    To my surprise, she invited me to her office to explain her role and share stories about the campaigns she worked on. Art Buyers are often the unsung heroes behind successful campaigns, icons like Catherine Mahé still inspire many. I left that meeting buzzing with the idea that this could be an exciting career path. I even called her to ask about an internship. While she didn’t have any openings at the time, she connected me with a photographer’s agent who offered me my first internship. And that’s how it all started.

  • Until then, only women...

    Women have always played a decisive role in my life, and that influence naturally extended into my early career. The internship I began was supposed to last two months but I ended up staying for a full year. After that, I interned at a photographer’s studio and later in Publicis’ Art Buying department, which allowed me to experience three distinct facets of the industry: the creative side, the agent’s side, and the photographer’s side.

    Following these internships, I interviewed with several photography agencies. One of them even told me, "I’d hire you, but I think you should start your own agency." I was young, barely 25, and still finding my way. Around that time I met a young photographer whose work I truly admired, Ricardo Gomes (same age and fellow Aquarius), and we embarked on our journeys together. Today, he’s based in the US working with major artists like Madonna and our bond remains very special.

    I took a leap of faith and launched my agency in 2016 at 25. In just a few months, I was fortunate enough to attract photographers who joined me even before I had a website. The trust of established talents like Arthur Delloye and Roberto Badin, both already with impressive careers in the industry, as well as emerging artists like Shelby Duncan or Ricardo Gomes, gave me the wings to believe in myself.

  • What environment did you grow up in?

    I'm a '90s kid, born and raised 45 minutes outside of Paris (a distance that felt enormous back then). My early life was completely different from the world I now navigate in. My mother ran a real estate agency, but her true passion was horse riding, which she pursued at a high level. I spent my weekends at horse competitions until I was 15, often accompanying her. When I wasn’t there, I was raised by my grandmother and great-grandmother. Beyond watching shows like Melrose Place and The Young and the Restless, our home was always alive with larger-than-life personalities. My grandmother, in particular, devoted much of her life to helping others. Growing up, I was thrust into an adult world at an early age. I learned quickly that you must rely solely on yourself, that even the smallest choices can decisively shape your future. It became clear that surrounding yourself with the right people is essential, and that everything can change from one day to the next. Watching The L Word at 15 was my first glimpse into a world that was free, open, irreverent, and proudly multicultural. A place where differences were celebrated with passion. That spark has stayed with me, shaping both my personal journey and my professional outlook.

  • Ah yes, so you were raised exclusively by women?

    Yes, what a privilege! I was nurtured by four extraordinary women spanning different generations: my mother, my grandmother, my great-grandmother, and my half-sister Deborah Huet, who is now a renowned French TV producer. Each of them was a formidable force of nature, with a unique spirit and presence. They instilled in me the values of freedom, respect, lightness, and un certain goût du quant à soi. Most importantly, they taught me that true strength is intimately linked to vulnerability.

  • When did your vocation take shape to become the agent you are today?

    It’s hard to pinpoint one exact moment. In high school, while many of my classmates had their futures dictated by their parents, I was free to choose my own path. I spent weekends in Paris with my sister, roaming the city and soaking in its energy. Honestly, I didn’t even know that a career as an artist’s agent was a thing. I was always drawn to photography, cinema, and music, yet I never really saw myself in that world. As a teenager, if someone asked what I wanted to do when I grew up, I’d laugh and say I wanted to be a lawyer (thanks to Ally McBeal!). But deep down, all I longed for was to break away from the suburbs and to live in Paris. Being gay, raised in the suburbs and schooled in a Catholic environment, I knew I wouldn’t be able to thrive there. I started a law degree, but after just three months, I dropped out to embrace a new Parisian lifestyle. I completely immersed myself in art and culture. visiting exhibitions, museums, watching films, reading books every day, and exploring the city on the dance floor and through spontaneous adventures. My motto was simple: “Live! And give yourself every chance to get somewhere else.” I didn’t know exactly where that journey would take me, but day by day, it began to take shape. I listened to my inner voice, opened up to new people and opportunities, and learned to ignore those who couldn’t handle someone being different. In the end, it was a blend of intuition, openness, and a bit of serendipity that led me to where I am today.

  • And how did your professional path begin?

    I ended up at a not-so-great business school, where one of my courses required us to explore different roles within an advertising agency. One of the roles was that of an Art Buyer—something I knew nothing about, but which instantly caught my attention. For an assignment, I had to interview an Art Buyer, so I looked up the head of Art Buying at Publicis, one of Paris’ biggest agencies, and reached out to Nathalie Maudet on Facebook. To my surprise, she invited me to her office to explain her role and share stories about the campaigns she worked on. Art Buyers are often the unsung heroes behind successful campaigns, icons like Catherine Mahé still inspire many. I left that meeting buzzing with the idea that this could be an exciting career path. I even called her to ask about an internship. While she didn’t have any openings at the time, she connected me with a photographer’s agent who offered me my first internship. And that’s how it all started.

  • Until then, only women...

    Women have always played a decisive role in my life, and that influence naturally extended into my early career. The internship I began was supposed to last two months but I ended up staying for a full year. After that, I interned at a photographer’s studio and later in Publicis’ Art Buying department, which allowed me to experience three distinct facets of the industry: the creative side, the agent’s side, and the photographer’s side. Following these internships, I interviewed with several photography agencies. One of them even told me, "I’d hire you, but I think you should start your own agency." I was young, barely 25, and still finding my way. Around that time I met a young photographer whose work I truly admired, Ricardo Gomes (same age and fellow Aquarius), and we embarked on our journeys together. Today, he’s based in the US working with major artists like Madonna and our bond remains very special. I took a leap of faith and launched my agency in 2016 at 25. In just a few months, I was fortunate enough to attract photographers who joined me even before I had a website. The trust of established talents like Arthur Delloye and Roberto Badin, both already with impressive careers in the industry, as well as emerging artists like Shelby Duncan or Ricardo Gomes, gave me the wings to believe in myself.

  • How did you choose to position the agency in the early days? 

    From the start, I chose to follow my own personal taste and the artistic coherence that naturally emerged from that. For me, artistic coherence meant creating a clear identity for 37.2, one that visitors would immediately sense when they explored our website. We represent a variety of profiles with distinctive worlds. Whether it’s Alexis Armanet, Doan Ly, Antoine Hénault, Hélène Manche, or Tania Rat Patron, there's a seamless connection between their universes that feels organic and harmonious. One of the most rewarding compliments I've ever received was from the esteemed artist Katerina Jebb, for whom I have the utmost respect (she once called me to represent her, although she is now exclusively focused on her artistic projects). Katerina told me: “I can see 37.2 has a real positioning, a clear artistic coherence. Many agencies represent artists because they’re 'fashionable,' but your artists have a unique style and a timeless universe." This truly resonates with the essence of what we’ve been building at the agency.

    Today, I no longer see 37.2 merely as a management agency. One of my artists recently said, "37.2 is no longer just an agency, it's a lifestyle." And it’s true—many of our clients are drawn not only by the talent of our artists, but also by the values, the community, and the lifestyle that 37.2 embodies.

  • How did you meet Shelby Duncan who didn’t live in Paris at the time?

    I met Shelby Duncan through Saraï Fiszel—Shelby’s best friend and a renowned makeup artist I met on a shoot. Saraï, who has since settled in Cuba where she created an artist residency (El Gao), has a rare, captivating energy and an incredible gift for connecting people. I walked up to her and said, “I’m starting a photographic agency, but I don’t have any photographers (laughs). You must know someone, right?” That’s when she pointed me to Shelby’s work and insisted that we’d get along perfectly. And she was right, Shelby and I connected immediately over the phone.

    At the time, Shelby was living in Los Angeles (though I used to tell clients she was in Paris and spoke French, we’re still working on that!). She shared a series of incredible photographs she had taken while living in an epic LA house with Saraï, and I instantly knew we were onto something truly special. Today, Shelby’s photographic signature is a benchmark. When clients want a lifestyle campaign that pulses with energy and genuine human connection, Shelby is one of the first name that comes to mind.

    Beyond her undeniable talent, it’s her warmth and ease that make her such a joy to work with. In this industry, being fun and approachable is just as important as having skill. If you’re difficult to work with, you’ll never get called back! Shelby Duncan remains one of my most beautiful encounters since the start of this wild adventure; she’s truly like family to me.

  • How did you choose to position the agency in the early days? 

    From the start, I chose to follow my own personal taste and the artistic coherence that naturally emerged from that. For me, artistic coherence meant creating a clear identity for 37.2, one that visitors would immediately sense when they explored our website. We represent a variety of profiles with distinctive worlds. Whether it’s Alexis Armanet, Doan Ly, Antoine Hénault, Hélène Manche, or Tania Rat Patron, there's a seamless connection between their universes that feels organic and harmonious. One of the most rewarding compliments I've ever received was from the esteemed artist Katerina Jebb, for whom I have the utmost respect (she once called me to represent her, although she is now exclusively focused on her artistic projects). Katerina told me: “I can see 37.2 has a real positioning, a clear artistic coherence. Many agencies represent artists because they’re 'fashionable,' but your artists have a unique style and a timeless universe." This truly resonates with the essence of what we’ve been building at the agency. Today, I no longer see 37.2 merely as a management agency. One of my artists recently said, "37.2 is no longer just an agency, it's a lifestyle." And it’s true—many of our clients are drawn not only by the talent of our artists, but also by the values, the community, and the lifestyle that 37.2 embodies.

  • How did you meet Shelby Duncan who didn’t live in Paris at the time?

    I met Shelby Duncan through Saraï Fiszel—Shelby’s best friend and a renowned makeup artist I met on a shoot. Saraï, who has since settled in Cuba where she created an artist residency (El Gao), has a rare, captivating energy and an incredible gift for connecting people. I walked up to her and said, “I’m starting a photographic agency, but I don’t have any photographers (laughs). You must know someone, right?” That’s when she pointed me to Shelby’s work and insisted that we’d get along perfectly. And she was right, Shelby and I connected immediately over the phone. At the time, Shelby was living in Los Angeles (though I used to tell clients she was in Paris and spoke French, we’re still working on that!). She shared a series of incredible photographs she had taken while living in an epic LA house with Saraï, and I instantly knew we were onto something truly special. Today, Shelby’s photographic signature is a benchmark. When clients want a lifestyle campaign that pulses with energy and genuine human connection, Shelby is one of the first name that comes to mind. Beyond her undeniable talent, it’s her warmth and ease that make her such a joy to work with. In this industry, being fun and approachable is just as important as having skill. If you’re difficult to work with, you’ll never get called back! Shelby Duncan remains one of my most beautiful encounters since the start of this wild adventure; she’s truly like family to me.

  • We spoke about your first two roles: agent and producer. But there is a third one you’re equally as passionate about: editor of photography books.

    Within two years, the agency was doing really well and more photographers joined our roster. Projects were becoming bigger and more ambitious, yet they remained commissioned jobs, which meant we had to stick to the client’s vision. I wanted a more creative outlet, one where artists could express themselves freely, returning to the very essence of what initially attracted me to their work.

    I realised that publishing photography books was not only the best way to pay tribute to the beauty and sensitivity of their art, but also a means to give the agency an overall artistic direction. By choosing themes and projects that tell our story, we could reflect who we truly are. So, I decided to reinvest part of the profits from our commissioned work into creating beautiful books, where we enjoyed complete creative freedom. I had no prior experience as an editor or publisher, so I approached this new venture just as I had with my first two roles: by trusting my intuition.

    More broadly, it was a phase in my life, similar to the early days of launching the agency, where I learned to manage fear. The fear of not feeling legitimate, which can stifle creativity and progress. Getting rid of that fear was essential for moving forward.

  • Let's take a concrete example: the book Pavot by Inès Dieleman. Its expired Polaroids, with faded colors capturing intimate close-ups of petals, stamens, and stems, evoke a deeply sensual atmosphere. What’s the story behind it?

    "Pavot" isn’t just a book, it’s a sensuous manifesto. Inès Dieleman, after the loss of her photographer husband, took a bold step and launched a career as a photographer at over 50, taking over the family studio and defying an industry that worships youth. I had been following her work from her early days and felt she wasn’t in the place she truly deserved. Five years ago, I sought her out, convinced that together we could elevate her art to new heights. Today, she stands as a true reference in still life photography.

    I recall Alexandre Mattiussi from Ami Paris saying on the podcast Le Goût de M, “The real gift in life is to meet yourself, and that is the most perilous exercise.” Inès is someone who has met herself in many ways, and it’s truly inspiring.

    The book itself is a collection of expired Polaroids—faded images that capture intimate close-ups of petals, stamens, and stems. Each photograph exudes a raw, magnetic sensuality, and I was particularly drawn to the countless  connotations and subtle messages these images convey. It’s a visual exploration that invites you to discover beauty in decay and imperfection.

    When Pavot was published, we launched a temporary 37.2 gallery on Place Beauvau. Originally slated to run for a month, the exhibition was extended to two months after its overwhelming success. Many friends, clients, and artists gathered to celebrate Inès for the opening night. That evening remains one of my most cherished professional memories.

  • It’s a very beautiful approach to highlight the artistic dimension of photographers’ work. Does it also work the other way around: do agencies or brands ask to work with photographers after seeing their books?

    Absolutely! For example, when Cartier saw Roberto Badin’s latest book, Après l’été, they immediately knew he was the one for their latest campaign. A global campaign now lighting up ad spaces from Paris to Los Angeles.

    Today, brands aren’t just looking for someone to execute a brief, they want a visionary with an unmistakable personal style, an artist who can elevate their identity with that extra touch of magic.

    Publishing these books is the purest way to reveal a photographer’s unfiltered creative soul. It gives them a playground to express who they truly are, and that raw authenticity is irresistible. Look at Shelby’s upcoming book, House of Love. I still remember when Shelby first told me about that legendary Hollywood house she shared with her best friend, Saraï: a setting bursting with vibrant energy and unforgettable characters, from intimate moments to encounters with artists like Léa Seydoux and Johnny Hallyday. Not only did these photographs showcase her extraordinary creative vision, but they also convinced me that Shelby was an artist I simply had to represent. I’ve believed in the House of Love project from day one because it’s more than just a book; it’s an emotional bombshell.

    In short, when photographers boldly showcase their true creative vision through these projects, they set a magnetic force in motion that makes agencies and luxury brands eager to collaborate. It’s the perfect fusion of art and commerce, where genuine talent speaks louder than any brief ever could.

  • And what’s also interesting is that today, you also publish books by photographers that you don’t represent through the agency.

    Yes and like everything else, it happened organically. I never set out to create a publishing project, but encounters create opportunities. When I saw Matthias Chaillot's photographs on l’Île du Levant bathed in summer light, I was struck by an uncontainable allure that demanded to be shared. The resulting book, Les Garçons du Levant, is an apt title that captures the provocative spirit of the work. From that cheeky, attention-grabbing image on the cover (yes, that pretty ass gave it all away, laugh) to the way his images express a raw, subversive form of masculine tenderness. His work challenges traditional gender narratives, inviting us to rethink vulnerability and strength in a manner that feels both daring and deeply human.

    Beyond the artistic brilliance, what truly moved me was the palpable human connection I experienced when I met Matthias. His open-mindedness and radical vision resonated with me on every level. Les Garçons du Levant isn’t just a book; it’s our French answer to Tom Bianchi’s Fire Island: an emotional art piece that fuses creativity with a fearless reimagining of desire and identity. And just as Elle, she, her by François Pragnère was devoted to amplifying transgender voices, I, as a gay man, am equally passionate about using our publishing platform to shine a light on the LGBTQIA+ communities to which I belong.

    And yes, that’s what’s so interesting: by publishing these books, even those by photographers we don’t formally represent, we create a space where genuine creativity speaks for itself.

  • We spoke about your first two roles: agent and producer. But there is a third one you’re equally as passionate about: editor of photography books.

    Within two years, the agency was doing really well and more photographers joined our roster. Projects were becoming bigger and more ambitious, yet they remained commissioned jobs, which meant we had to stick to the client’s vision. I wanted a more creative outlet, one where artists could express themselves freely, returning to the very essence of what initially attracted me to their work. I realised that publishing photography books was not only the best way to pay tribute to the beauty and sensitivity of their art, but also a means to give the agency an overall artistic direction. By choosing themes and projects that tell our story, we could reflect who we truly are. So, I decided to reinvest part of the profits from our commissioned work into creating beautiful books, where we enjoyed complete creative freedom. I had no prior experience as an editor or publisher, so I approached this new venture just as I had with my first two roles: by trusting my intuition. More broadly, it was a phase in my life, similar to the early days of launching the agency, where I learned to manage fear. The fear of not feeling legitimate, which can stifle creativity and progress. Getting rid of that fear was essential for moving forward.

  • Let's take a concrete example: the book Pavot by Inès Dieleman. Its expired Polaroids, with faded colors capturing intimate close-ups of petals, stamens, and stems, evoke a deeply sensual atmosphere. What’s the story behind it?

    "Pavot" isn’t just a book, it’s a sensuous manifesto. Inès Dieleman, after the loss of her photographer husband, took a bold step and launched a career as a photographer at over 50, taking over the family studio and defying an industry that worships youth. I had been following her work from her early days and felt she wasn’t in the place she truly deserved. Five years ago, I sought her out, convinced that together we could elevate her art to new heights. Today, she stands as a true reference in still life photography. I recall Alexandre Mattiussi from Ami Paris saying on the podcast Le Goût de M, “The real gift in life is to meet yourself, and that is the most perilous exercise.” Inès is someone who has met herself in many ways, and it’s truly inspiring. The book itself is a collection of expired Polaroids—faded images that capture intimate close-ups of petals, stamens, and stems. Each photograph exudes a raw, magnetic sensuality, and I was particularly drawn to the countless  connotations and subtle messages these images convey. It’s a visual exploration that invites you to discover beauty in decay and imperfection. When Pavot was published, we launched a temporary 37.2 gallery on Place Beauvau. Originally slated to run for a month, the exhibition was extended to two months after its overwhelming success. Many friends, clients, and artists gathered to celebrate Inès for the opening night. That evening remains one of my most cherished professional memories.

  • It’s a very beautiful approach to highlight the artistic dimension of photographers’ work. Does it also work the other way around: do agencies or brands ask to work with photographers after seeing their books? 

    Absolutely! For example, when Cartier saw Roberto Badin’s latest book, Après l’été, they immediately knew he was the one for their latest campaign. A global campaign now lighting up ad spaces from Paris to Los Angeles. Today, brands aren’t just looking for someone to execute a brief, they want a visionary with an unmistakable personal style, an artist who can elevate their identity with that extra touch of magic. Publishing these books is the purest way to reveal a photographer’s unfiltered creative soul. It gives them a playground to express who they truly are, and that raw authenticity is irresistible. Look at Shelby’s upcoming book, House of Love. I still remember when Shelby first told me about that legendary Hollywood house she shared with her best friend, Saraï: a setting bursting with vibrant energy and unforgettable characters, from intimate moments to encounters with artists like Léa Seydoux and Johnny Hallyday. Not only did these photographs showcase her extraordinary creative vision, but they also convinced me that Shelby was an artist I simply had to represent. I’ve believed in the House of Love project from day one because it’s more than just a book; it’s an emotional bombshell. In short, when photographers boldly showcase their true creative vision through these projects, they set a magnetic force in motion that makes agencies and luxury brands eager to collaborate. It’s the perfect fusion of art and commerce, where genuine talent speaks louder than any brief ever could.

  • And what’s also interesting is that today, you also publish books by photographers that you don’t represent through the agency.

    Yes and like everything else, it happened organically. I never set out to create a publishing project, but encounters create opportunities. When I saw Matthias Chaillot's photographs on l’Île du Levant bathed in summer light, I was struck by an uncontainable allure that demanded to be shared. The resulting book, Les Garçons du Levant, is an apt title that captures the provocative spirit of the work. From that cheeky, attention-grabbing image on the cover (yes, that pretty ass gave it all away, laugh) to the way his images express a raw, subversive form of masculine tenderness. His work challenges traditional gender narratives, inviting us to rethink vulnerability and strength in a manner that feels both daring and deeply human. Beyond the artistic brilliance, what truly moved me was the palpable human connection I experienced when I met Matthias. His open-mindedness and radical vision resonated with me on every level. Les Garçons du Levant isn’t just a book; it’s our French answer to Tom Bianchi’s Fire Island: an emotional art piece that fuses creativity with a fearless reimagining of desire and identity. And just as Elle, she, her by François Pragnère was devoted to amplifying transgender voices, I, as a gay man, am equally passionate about using our publishing platform to shine a light on the LGBTQIA+ communities to which I belong. And yes, that’s what’s so interesting: by publishing these books, even those by photographers we don’t formally represent, we create a space where genuine creativity speaks for itself.
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  • We won't be able to name all the talents you represent, but I'm quite intrigued by this niche profession you previously mentioned: floral stylist. Can you tell us more about Garance du Nord?

    Garance du Nord has lived several lives. About 25 years ago, she ran a little florist shop in Paris. One day, the agency across the street asked if she could help source some ingredients for an upcoming fragrance campaign. That seemingly small request sparked something new, and from that moment, the role of the floral stylist was born.

    Garance’s knowledge of plants is simply unparalleled. Just mention that you need a specific cherry tree at any time of the year, and she'll know exactly where to find it, even if that means tracking it down from a producer in the depths of Patagonia. She can source any plant or flower imaginable.

    But it’s not just her expertise that impresses me, it’s her intuition. I’ve seen her look at a hundred roses and immediately pick the perfect one for the camera, thanks to an innate talent for composition. There’s no doubt in my mind: she is the very best floral stylist in France. And beyond her remarkable skill, Garance is an incredible woman. Generous, full of surprises, and an absolute joy to work with. I'm so proud to have her as part of the agency.

    All the top agencies wanted to sign her, but she chose us. We're too modest to discuss exactly why, but I believe it’s because, beyond the work, there’s a genuine connection. We simply sense people and situations in the same way.

    What I love most is witnessing the magic that happens when artists like Inès and Garance join forces. Their creative visions, Inès with her evocative photography and Garance with her exquisite taste in flowers, merge to create projects that are a feast for the senses. These collaborations are among the greatest joys of my work, as they foster genuine interactions between artists and bring to life a shared vision of beauty and emotion.

  • Finally, where do you see yourself in 10 years?

    In 10 years…? Let me think.

    I would have acquired the French rights to The Real Housewives and produced a Parisian/LGBTQIA+ version of the program. My Jack-of-all-Trade/Mélanie Laurent side means that in addition to producing the show, I will probably be part of the cast alongside other members. I could be a mix between Lisa Rinna and Countess Luann de Lesseps. You will therefore have the chance to follow how 37.2 took the world over in a storm, be privy to my footballer husband’s adultery, witness my Margarita fulled dinners with the other cast members at La Belle Époque, whilst I share my struggles as a single father of my four-year-old twin daughters conceived from a surrogacy.

  • We won't be able to name all the talents you represent, but I'm quite intrigued by this niche profession you previously mentioned: floral stylist. Can you tell us more about Garance du Nord?

    Garance du Nord has lived several lives. About 25 years ago, she ran a little florist shop in Paris. One day, the agency across the street asked if she could help source some ingredients for an upcoming fragrance campaign. That seemingly small request sparked something new, and from that moment, the role of the floral stylist was born. Garance’s knowledge of plants is simply unparalleled. Just mention that you need a specific cherry tree at any time of the year, and she'll know exactly where to find it, even if that means tracking it down from a producer in the depths of Patagonia. She can source any plant or flower imaginable. But it’s not just her expertise that impresses me, it’s her intuition. I’ve seen her look at a hundred roses and immediately pick the perfect one for the camera, thanks to an innate talent for composition. There’s no doubt in my mind: she is the very best floral stylist in France. And beyond her remarkable skill, Garance is an incredible woman. Generous, full of surprises, and an absolute joy to work with. I'm so proud to have her as part of the agency. All the top agencies wanted to sign her, but she chose us. We're too modest to discuss exactly why, but I believe it’s because, beyond the work, there’s a genuine connection. We simply sense people and situations in the same way. What I love most is witnessing the magic that happens when artists like Inès and Garance join forces. Their creative visions, Inès with her evocative photography and Garance with her exquisite taste in flowers, merge to create projects that are a feast for the senses. These collaborations are among the greatest joys of my work, as they foster genuine interactions between artists and bring to life a shared vision of beauty and emotion.

  • Finally, where do you see yourself in 10 years?

    In 10 years…? Let me think.

    I would have acquired the French rights to The Real Housewives and produced a Parisian/LGBTQIA+ version of the program. My Jack-of-all-Trade/Mélanie Laurent side means that in addition to producing the show, I will probably be part of the cast alongside other members. I could be a mix between Lisa Rinna and Countess Luann de Lesseps. You will therefore have the chance to follow how 37.2 took the world over in a storm, be privy to my footballer husband’s adultery, witness my Margarita fulled dinners with the other cast members at La Belle Époque, whilst I share my struggles as a single father of my four-year-old twin daughters conceived from a surrogacy.

www.37-2paris.com

@37.2_nicolashuetgreub

  • *Sa “maison”, 37°2, est l’agence de photographes qui monte. Fondée par Nicolas Huet Greub il y a huit ans, elle lui a permis de devenir un agent établi de photographes pour des campagnes, puis producteur de ces mêmes campagnes, et même éditeur de beaux livres. Retour sur un parcours éclair.


    Par Olivier Nicklaus


    Bien qu’il ait le bras en écharpe à cause d’un récent accident de vélo, la première chose qui saute aux yeux quand on rencontre Nicolas Huet Greub, c’est son énergie, sa passion. Des qualités qui font de lui, à 34 ans, l’agent qui monte dans cette niche très particulière des agences de photographes auxquelles font appel les marques pour leurs campagnes. Mais Nicolas, qui a fondé l’agence 37°2 en 2016 à seulement 25 ans, a depuis accumulé bien d’autres casquettes : producteur de ces mêmes campagnes d’abord. Puis, dès 2018, il a commencé à éditer des beaux livres pour mettre en valeur la dimension purement artistique du travail de ses poulains. Aujourd’hui, il édite même les livres de photographes qu’il ne représente pas. Sa fraîcheur (il est l’une des personnes les moins blasées du métier), son enthousiasme et son sens de l’adaptation l’ont poussé à ainsi développer des activités auxquelles il n’avait pas forcément pensé au départ. Réchauffé, dans la fraîcheur de l’automne, il reçoit pieds nus dans son bel appartement du Marais qui est à la fois son home sweet home et ses bureaux. L’homme est ainsi, décloisonnant le cercle intime et le cercle pro. Mieux : les faisant délibérément se croiser. Ainsi, il n’hésite pas à fêter dans ce même appartement l’anniversaire de l’une des photographes qu’il représente, l’américaine Shelby Duncan, pour une soirée mémorable où se croisaient les cercles de la photographie, du cinéma, et de l’édition. L’agence elle-même évolue : forte d’une douzaine de talents, elle compte non plus seulement des photographes mais aussi des réalisateurs, des set designers, une styliste mode et même deux stylistes florales ! Ce sens de l’adaptation singulier laisse à imaginer que le garçon n’en est qu’au tout début de son parcours. Un parcours atypique sur lequel on revient avec lui et dont les maîtres mots sont rencontres, ambition et sincérité.

  • *Sa “maison”, 37°2, est l’agence de photographes qui monte. Fondée par Nicolas Huet Greub il y a huit ans, elle lui a permis de devenir un agent établi de photographes pour des campagnes, puis producteur de ces mêmes campagnes, et même éditeur de beaux livres. Retour sur un parcours éclair.


    Par Olivier Nicklaus


    Bien qu’il ait le bras en écharpe à cause d’un récent accident de vélo, la première chose qui saute aux yeux quand on rencontre Nicolas Huet Greub, c’est son énergie, sa passion. Des qualités qui font de lui, à 34 ans, l’agent qui monte dans cette niche très particulière des agences de photographes auxquelles font appel les marques pour leurs campagnes. Mais Nicolas, qui a fondé l’agence 37°2 en 2016 à seulement 25 ans, a depuis accumulé bien d’autres casquettes : producteur de ces mêmes campagnes d’abord. Puis, dès 2018, il a commencé à éditer des beaux livres pour mettre en valeur la dimension purement artistique du travail de ses poulains. Aujourd’hui, il édite même les livres de photographes qu’il ne représente pas. Sa fraîcheur (il est l’une des personnes les moins blasées du métier), son enthousiasme et son sens de l’adaptation l’ont poussé à ainsi développer des activités auxquelles il n’avait pas forcément pensé au départ. Réchauffé, dans la fraîcheur de l’automne, il reçoit pieds nus dans son bel appartement du Marais qui est à la fois son home sweet home et ses bureaux. L’homme est ainsi, décloisonnant le cercle intime et le cercle pro. Mieux : les faisant délibérément se croiser. Ainsi, il n’hésite pas à fêter dans ce même appartement l’anniversaire de l’une des photographes qu’il représente, l’américaine Shelby Duncan, pour une soirée mémorable où se croisaient les cercles de la photographie, du cinéma, et de l’édition. L’agence elle-même évolue : forte d’une douzaine de talents, elle compte non plus seulement des photographes mais aussi des réalisateurs, des set designers, une styliste mode et même deux stylistes florales ! Ce sens de l’adaptation singulier laisse à imaginer que le garçon n’en est qu’au tout début de son parcours. Un parcours atypique sur lequel on revient avec lui et dont les maîtres mots sont rencontres, ambition et sincérité.