Cannes Lions 2025 - Freewheel beach
For the 2025 Cannes Lions, we transformed a beachfront into a vibrant hub of exchange and inspiration for FreeWheel, welcoming 4,000 guests over the course of the week. Talks, meetings, moments of relaxation, and celebrations followed one another on the FreeWheel Beach.
An Oasis at the Heart of Cannes Lions
Turning a beach into a vibrant creative hub—one that shifts from daytime inspiration to evening celebration—was the challenge taken on by our teams. The goal: to design a multifaceted space that could evolve throughout the day and reflect FreeWheel’s core values of innovation, accessibility, and conviviality.
The Creative Vision
We imagined a “living” space, conceived as a hybrid and welcoming summer oasis at the heart of Cannes Lions. A place where inspiring talks, business meetings, and relaxing moments flowed seamlessly. The sun-kissed scenography, infused with tropical accents, unfolded to an enveloping soundscape and subtle lighting shifts that followed the rhythm of the day.
Key Messages
FreeWheel as a catalyst for conversations around the future of advertising.
A commitment to delivering high-quality, personalized, and memorable experiences.
A brand that is accessible, warm, and attentive to its ecosystem.
A Scenography Designed for Cannes Lions
The beach was entirely reimagined around several key zones:
•An immersive lounge for informal networking.
• A 12-meter-long stage with LED wall for conferences and talks.
• Private meeting pods, feet in the sand, for confidential business discussions.
• A signature restaurant with full table service.
• A dedicated staff and logistics area, backstage, to ensure smooth operations.
Exotic plants, custom signage for maximum visibility, natural-toned furniture, and a mix of textures (rattan, linen, light wood) gave the entire space a chic yet cozy ambiance.
Every moment of the day was carefully choreographed:
• Themed morning talks with dynamic visuals and high-profile speakers.
• Business lunches in a semi-private setting.
• Informal happy hours with DJ sets, signature cocktails, and live entertainment.
• Executive Lunches, designed as exclusive VIP moments.
• A Closing Party featuring a live performance by Ludacris, along with animations like LED shows, breakdancers, and cap customizations by street artists.
sqm of reimagined beachfront
Headline concert by Ludacris
Experience zones
