Discover how Amplify and Google collaborated to create a tranquil oasis at Google Beach, offering respite and fostering meaningful connections at the Cannes Lions Festival.
Transforming Google Beach: A Haven of Calm and Connection at Cannes Lions Festival
( Credit to: Lbbonline )
The Cannes Lions Festival of Creativity is an exhilarating week of travel, networking, and new ideas. However, amidst the hustle and bustle, delegates often find themselves mentally drained and in need of a tranquil space to recharge. In response to this challenge, Amplify and Google joined forces to reimagine Google Beach at Cannes, creating an oasis that not only provided respite but also fostered meaningful connections and rejuvenated guests. Grounded in neuroscience and psychology, their design approach aimed to capture executive attention, showcase the Google brand, and reinforce a human-first culture of helpfulness.
The ambitious goal was to transform the landscape of Google Beach, elevating its aesthetics and ensuring the brand's presence was felt at every touchpoint. To achieve this, a modular architectural framework was established, allowing for the creation of various environments for meetings, hospitality, and activations. By carefully selecting materials, employing a cohesive graphic language, and designing an enduring environmental palette, the space was not only visually appealing but also ready for future iterations of the Beach.
Google Beach was designed to be open and accessible to all while still offering privacy when needed. The spatial planning and circulation routes were thoughtfully arranged to facilitate conversation and create a calming atmosphere for optimal clarity. This combination of design elements ensured a premium guest experience, where individuals could connect with one another and the brand in a meaningful way.
Amplify UK, the creative agency behind this transformation, specializes in creating authentic connections between brands, people, and culture. They understand that connections are rooted in emotions and relationships, and they strive to help brands find their unique connection with consumers. By utilizing experiences, social media, digital platforms, PR, and content, Amplify turns consumers into passionate fans.
The collaboration between Amplify and Google to transform Google Beach at Cannes Lions Festival resulted in a haven of calm and connection amidst the chaos. By incorporating neuroscience and psychology into the design process, the team created an environment that captured attention, showcased the Google brand, and fostered meaningful exchanges. With its modular framework and thoughtful spatial planning, Google Beach not only provided respite but also facilitated conversations and connections that will endure beyond 2023. Thanks to Amplify's expertise in connecting brands, people, and culture, Google Beach became a space where guests could recharge, network, and leave as enthusiastic advocates for the brand.