A.Maison at Cannes Lions

For the second year in a row, sister agencies Salt and Pinch have designed and produced Amazon’s physical activation at Cannes Lions International Festival of Creativity – this year building a fully-functional cultural village overlooking the Mediterranean sea, creating a destination in its own right.

Dubbed ‘A’ Maison’ and drawing inspiration from France’s iconic fashion houses, Amazon has established itself as a true home of culture, spotlighting its unique position as a platform for cultural creation and exchange – bridging the gap from Ads to Zeitgeist. In a fast-paced world of fleeting viral moments, consumers are yearning for connection and belonging. Brands have an opportunity to shape – not just react to – culture by communicating shared values and empowering consumers to express themselves.

A’ Maison guests meandered through thoughtfully-designed rooms, found quiet spots for casual meetings and enjoyed a uniquely calm, cohesive space – a rare moment of relief from the chatter outside. Natural textures, lush greenery and 18th century-inspired French decor pulled guests’ focus away from their screens, while fun details – such as a fountain of rose wine – added to the sense of playful escapism.

Amazon Influencers, Amazon Live, Amazon Music, Amazon Studios and Prime Video, AWS, IMDb, Twitch and Wondery were all at the literal forefront of Cannes Lions (the venue looks out directly over the Riviera), the space guided advertisers in exploring new ways to connect with customers, wherever and however they spend their time.

“From the very beginning, we wanted to build a world that connects people, transporting visitors away from the chaos of Cannes via carefully-curated details – from a fountain made of wine to custom 18th century-style wallpaper – shaping a warm and intimate environment in which guests could feel at peace and open to one another,” says Michael Brown, Executive Creative Director, Pinch.