ALEXANDRA VAN IDEN graduated with a degree in Communication from The University of Southern California (USC)’s Annenberg School. She was asked to join CAA's The Intelligence Group and worked as a Gen Y Trend Analyst helping to identify and analyze consumer-driven activity across fashion, technology, entertainment and lifestyle industries for clients ranging from Nordstrom to Victoria's Secret to Microsoft. She founded PRISMATICS in 2010 as vehicle to produce Grimes’ first album release after-party and continued working under the name when Microsoft selected her to spearhead recruiting for a nationwide market-research report focused on Tastemaker culture. In 2012 she joined STARWORKS GROUP’s Digital Team where she consulted on brand positioning and oversaw Social Media accounts. She teamed up with Alexis Florio in 2013 to turn her attention back to PRISMATICS to create and execute strategic marketing and communications plans centered around Public Relations, Digital Media and Events.
ALEXIS FLORIO began her career working for Gucci Group In New York, where she handled store planning and events across all Gucci Group Brands, including Gucci, YSL, Stella McCartney, Alexander McQueen Sergio Rossi, and Bottega Veneta. She then moved to LA and became the PR Director for Capobianco and Associates, where she oversaw all Public Relations, Strategic Marketing and Events for the boutique marketing agency. In 2013 she and Alexandra joined forces to launch PRISMATICS, and have worked with brands such as Moon Juice, Crap Eyewear, Cult Gaia, Eighty-Two, Mack Sennett Studios, NeueHouse, Lord Jones, Kin Slips, Gold-Diggers, and more.