SEEDTAG x CANNES LIONS 2026
TRANSFORMING A RIVIERA RESTAURANT INTO ONE OF CANNES LIONS' HARDEST-WORKING BRAND EXPERIENCES
Client: Seedtag
Audience: Global CMOs, Agency Leaders, Publishers & Partners
Location: La Perle, Cannes Lions
Services: Creative Strategy · Experience Design · Hospitality · Production · Content · Live Operations
THE CHALLENGE
Cannes Lions is one of the most competitive brand environments in the world.
For their first-ever activation, Seedtag wanted more than a beautiful hospitality space.
They needed somewhere that could introduce the brand to senior decision-makers, support commercial conversations, generate content and compete alongside some of the world's biggest agencies and technology companies.
Our brief sounded simple.
Create a premium destination that brought together creativity, media and data, whilst giving Seedtag a home throughout the festival.
The reality was anything but.
Our Approach
Rather than hiring a purpose-built venue, we completely reinvented La Perle restaurant.
Over a matter of days, we stripped the venue back to its shell, removing furniture, artwork, feature fish tanks and much of the existing identity to create an entirely new destination.
Every space was designed to work harder.
The venue became:
Two hospitality terraces for meetings, networking, happy hours and dining.
A flexible content studio hosting talks, panels, podcasts and interviews throughout the week.
Premium meeting spaces for commercial conversations.
A dedicated sponsor activation zone and merchandise experience.
A hidden private dining room transformed with a full drape installation, hosting six-course dining experiences, executive roundtables and luxury perfume workshops.
A fully branded exterior complete with bespoke canopy, integrated planting and oversized Seedtag signage, ensuring the venue stood out in one of the busiest streets in Cannes.
Every square metre had multiple purposes.
DESIGNING FOR CONSTANT CHANGE
Unlike a traditional event, nothing stayed the same for long.
Across four days the venue constantly evolved.
A typical day included:
Morning executive meetings.
Live podcast recordings and interviews.
Panel discussions and content sessions requiring rapid room turnarounds.
A different lunch experience every afternoon.
Sponsor takeovers with changing branding throughout the week.
Evening hospitality and networking.
Six-course private dining experiences.
Guerrilla activations driving engagement across Cannes.
Influencer-led content capturing the experience in real time.
Behind the scenes, our team continuously transformed the venue, often several times each day, ensuring every audience experienced a space designed specifically for them.
THE IMPACT
The activation became far more than a hospitality venue.
It became Seedtag's home throughout Cannes Lions.
Across the week we delivered:
215 programmed sessions.
168 commercial meetings.
739 venue visits.
536 unique visitors.
1,159 guest interactions across meetings and sessions.
Most importantly, the venue enabled Seedtag to achieve its core objective: creating meaningful conversations with senior decision-makers throughout the festival.
CLIENT FEEDBACK
The greatest measure of success wasn't just the numbers.
It was the trust we earned.
Having worked with some of the world's largest experiential agencies, the client shared that there was nothing they would have expected us to do differently, despite us being a boutique agency.
Even more meaningful was what they valued most.
Not just the execution, but the experience of working together.
"What an outstanding delivery, Joe! Honoured to be your first client in Cannes. I'm sure you'll keep coming back to this madness over and over again. Your builds speak for themselves. Our team and your team felt like one. Just, thank you. It was a great week."
WHY IT WORKED
Great event design isn't about creating beautiful spaces.
It's about creating spaces that work relentlessly.
For four days, one Riviera restaurant became a meeting hub, podcast studio, content stage, hospitality venue, executive dining room, workshop space and commercial engine — proving that thoughtful experience design can deliver far more than impressive production.
