Cannes Lions 2026: Behind the Scenes with Creative Spirit

Every June, the Croisette takes on a new identity. Legendary hotels, private beaches, and even entire floors of Cannes apartment buildings are transformed into brand playgrounds, where companies come to showcase their creative credibility throughout the week.

Yet some of the most intense work happens before the festival officially opens. For this edition, Creative Spirit’s teams have been mobilized since mid-June to deliver four projects in parallel: the complete transformation of a beach venue for FreeWheel, the festival’s official closing party on Carlton Beach, and two fully redesigned apartments for McCann and Mercado Libre.

Three different formats, one common thread: turning physical space into a direct extension of the brand experience.

The FreeWheel activation perfectly illustrates the philosophy behind brand experiences at Cannes: the line between workspace and living space has completely disappeared. Under the name “Retreat by the Sea,” the FreeWheel beach venue is built around several distinct structures, including two 150-square-meter wooden vaults, designed in France by an RSE-certified supplier. These spaces accommodate a 102-seat conference area facing a curved LED screen, as well as a flexible coworking environment designed to encourage informal networking.

Surrounding this professional hub are a restaurant that seamlessly transitions between lounge and dining experiences, egg-shaped meeting pods offering protection from both sun and rain, and a branded merchandise wall conceived as a dedicated photo opportunity. In the evening, the venue transforms once again: a VIP dinner inspired by a “Saint-Tropez Night” brings together clients and prospects around a buffet and a fragrance bar celebrating the heritage of Grasse, before the atmosphere shifts into a DJ-led evening event.

More Than 2,000 Guests on Carlton Beach

On June 26, Creative Spirit takes charge of one of the most anticipated moments of the week: the official Cannes Lions Closing Party, held on Carlton Beach and its adjacent venue for approximately 2,000 festival delegates. The challenge extends far beyond staging alone—it is also a major logistical operation, with construction beginning nearly two weeks before the event to install the flooring, arch structures, an 18-meter-long stage, and a curved LED screen.

The visual identity is built around circular arches that create a tunnel effect at the entrance, a glittering carpet, and synchronized LED wristbands that turn every guest into an active participant in the show. The musical program gradually builds in intensity throughout the evening, culminating in a pivotal moment marked by a 360-degree fireworks display, before a final DJ set officially brings the 2026 edition of the festival to a close.

When an Apartment Becomes a Playground

Along the Croisette, the week-long apartment rental has become a Cannes Lions staple for agencies and brands seeking a space of their own, away from the bustle of the Palais. McCann opted for a duplex apartment, open from June 21 to 26, featuring a daily schedule of working sessions spread across meeting lounges, a living room converted into a panel discussion space, a bar, and a terrace. Catering changes every day—from Mediterranean salads to Friday pinsas—reflecting the fact that these venues are designed as much to fuel professional conversations as they are to feed guests.

Mercado Libre, meanwhile, has taken over an apartment with a more experiential approach. The space includes a concept store, a digital content studio designed for podcast recording and video production, a “World Cup & Gaming” area that connects the brand to the world of sports and entertainment, and two networking balconies enhanced with custom-built pergolas and a bright yellow neon sign visible from the Croisette. A dedicated barista is also on-site from June 22 to 26, underscoring how, in these formats, every service detail matters just as much as the scenography itself.