Amazon’s A’Maison
@ Cannes Lions International Festival of Creativity

For the second consecutive year, Pinch partnered with Amazon to bring their vision to life at the Cannes Lions International Festival of Creativity, transforming this year’s activation into a vibrant cultural village perched above the Mediterranean Sea —
a standout attraction all its own.

Named ‘A Maison’ and inspired by the elegance of French fashion houses, the space positioned Amazon as a cultural cornerstone, emphasizing its role in fostering creativity and exchange. It also debuted the latest Ads to Zeitgeist research, revealing a deep consumer desire for connection and belonging in an era dominated by fleeting trends. This insight highlighted the chance for brands to go beyond reacting to culture, instead shaping it by championing shared values and encouraging authentic self-expression.

Guests at A’ Maison wandered through beautifully curated spaces, discovering serene corners perfect for relaxed conversations and enjoying a tranquil atmosphere—a welcome escape from the festival’s hustle and bustle. The design, featuring natural materials, vibrant greenery, and elegant 18th-century French-inspired decor, encouraged visitors to unplug and immerse themselves fully. Whimsical touches, like a rosé wine fountain, added an element of lighthearted charm, enhancing the experience of playful retreat.

As the Spatial Lead, I oversaw the entire project, from crafting the layout and designing each space to ensure an engaging and cohesive walkthrough experience, to collaborating with graphics for a unified aesthetic and working closely with production to bring the vision to life.