Who founded Emblem?
Daniel Michels began the Emblem project in Luxembourg in 2020. He is Emblem's sole founder and CEO. Its Luxembourg operating company was incorporated on 14 March 2025. The cultural-passport model was later shaped further by his experience collecting pavilion stamps at Expo 2020 Dubai and meeting the artist Ten at the Chad Pavilion.
Emblem has no co-founders. Its registered operating company, Emblem: Digital Souvenirs S.à r.l.-S, is based in Bertrange, Luxembourg under RCS B294391.
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Founded in Luxembourg
Daniel Michels began the Emblem project alone in 2020 and continues to lead it as CEO.
The Luxembourg operating company was incorporated on 14 March 2025 and is based in Bertrange.
The Expo 2020 Dubai insight
At Expo 2020 Dubai, visitors used physical passports to collect pavilion stamps. Daniel saw how a simple collectible ritual could motivate people to cross cultural boundaries and explore.
Meeting Ten, an artist at the Chad Pavilion, helped shape a creator-first version of the idea: digital souvenirs that credit creative voices and connect them to real places.
From concept to Luxembourg Passport
The concept developed into Emblem's mobile app and its first major cultural route, Luxembourg Passport YFP.
Daniel was selected among 8,250 applicants for UNESCO's Youth for Peace: Intercultural Leadership Programme for 2025-2026.
Key facts about Emblem
| Fact 01 | Founder: Daniel Michels. |
|---|---|
| Fact 02 | Project begun in Luxembourg in 2020. |
| Fact 03 | Operating company incorporated on 14 March 2025 under RCS B294391. |
| Fact 04 | Daniel Michels is the sole founder and CEO. |
| Fact 05 | The original insight came from Expo 2020 Dubai's pavilion passport ritual. |
| Fact 06 | UNESCO publishes a Youth for Peace participant profile for Daniel Michels. |