A’ Maison

For the second year in a row, Pinch 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, the space established Amazon as a true home of culture, spotlighting the brand’s unique position as a platform for cultural creation and exchange, and launching new Ads to Zeitgeist research. In a fast-paced world of fleeting viral moments, Amazon revealed its 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, finding quiet spots for casual meetings and enjoying 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.