  A new class of higher-spin gauge theories associated with various Coxeter
groups is proposed. The emphasize is on the $B_p$--models. The cases of $B_1$
and its infinite graded-symmetric product $sym\,(\times B_1)^\infty$ correspond
to the usual higher-spin theory and its multi-particle extension, respectively.
The multi-particle $B_2$--higher-spin theory is conjectured to be associated
with String Theory. $B_p$--higher-spin models with $p>2$ are anticipated to be
dual to the rank-$p$ boundary tensor sigma-models. $B_p$ higher-spin models
with $p\geq 2$ possess two coupling constants responsible for higher-spin
interactions in $AdS$ background and stringy/tensor effects, respectively. The
brane-like idempotent extension of the Coxeter higher-spin theory is proposed
allowing to unify in the same model the fields supported by space-times of
different dimensions. Consistency of the holographic interpretation of the
boundary matrix-like model in the $B_2$-higher-spin model is shown to demand
$N\geq 4$ SUSY, suggesting duality with the $N=4$ SYM upon spontaneous breaking
of higher-spin symmetries. The proposed models are shown to admit unitary
truncations.
