Amazon’s A’Maison
@ Cannes Lions International Festival of Creativity

For the second year in a row, Pinch partnered with Amazon to create a standout presence at Cannes Lions - this time transforming the activation into A’ Maison, a cultural village inspired by the elegance of French fashion houses.

Perched above the Mediterranean, the space positioned Amazon as a creative and cultural force. It launched the latest Ads to Zeitgeist research, revealing a growing consumer desire for connection and meaning in a fast-moving world—highlighting an opportunity for brands to shape culture through shared values and authentic expression.

Guests wandered through calm, beautifully designed spaces filled with natural materials, lush greenery, and 18th-century French details. From peaceful corners for conversation to playful moments like a rosé fountain, A’ Maison offered a refreshing escape from the festival buzz.

As Spatial Lead, I directed the full experience - from concept to execution - designing the layout, shaping the aesthetic, and working closely with graphics and production to bring every detail to life.