TFWA Cannes 2024 - LVMH Beauty

The group aimed to make a lasting impression, affirm LVMH Beauty’s vision around the art of travel, and offer a highly emotional, high-value experience for an international audience of travel retail professionals, partners, and VIP clients.

To bring this project to life, Creative Spirit and Les Bonnes Manières designed a scenography inspired by the legendary Orient Express train, a symbol of travel and refinement.

A journey as the narrative thread

The experience, named Riviera Express, invites participants to step aboard a timeless train carriage. From the moment they enter, the set design, materials, lighting, and soundscape create a cinematic atmosphere that encourages escape and immersion.

Here, travel becomes a universal language, capable of conveying the heritage, creativity, and excellence of the LVMH Maisons, while forging an immediate emotional connection with guests.

A creative vision true to LVMH’s DNA

Every detail of the installation was designed to reflect the codes of luxury:

• restraint and elegance,

• precision in finishes,

• storytelling,

• a seamless and exclusive experience.

Far from being a simple backdrop, the carriage becomes a true immersive storytelling tool in service of the brand.

Scenography and spatial design

At the heart of the project was the design and installation of a full scale immersive train carriage, integrated into the Auditorium of the Palais des Festivals.

Creation of an immersive approach corridor, allowing for a gradual introduction before boarding.

Construction of a carriage over 10 meters long, dressed with wood paneling, textiles, decorative objects, and architectural elements inspired by luxury trains.

Integration of windows transformed into projection screens, offering animated landscapes and a sense of movement.

Fluid organization of spaces reception, boarding, experience, exit to ensure comfort and a clear visitor journey.

The immersive experience

Each session welcomed up to 15 participants, invited to enjoy a 5-minute experience.

Projection of an immersive film combining imagery, landscapes, and storytelling centered on travel and the art of living.

Guidance by a train steward, embodying the narrative and enhancing the theatrical dimension of the experience.

Coordination and production

Creative Spirit oversaw the overall production of the installation, from concept to on-site operation:

• coordination of creative and technical teams,

• management of setup and dismantling schedules,

• organization of visitor flows,

• supervision of the experience throughout the entire TFWA Cannes event.