Editor’s Note
As the 78th Cannes Film Festival begins, the spotlight extends beyond the screen to the sophisticated storytelling and strategic partnerships of luxury brands on the Croisette. This article explores how these players craft immersive narratives to captivate a global audience.
Starting this Tuesday, May 13, the Croisette once again becomes the epicenter of international glamour with the launch of the 78th Cannes Film Festival. While cinema is celebrated, it is far from being the only star. Behind the scenes, luxury brands compete with imagination to shine on this global stage. Far from simple visibility operations, they deploy strategies of co-branding, ultra-targeted customer experiences, and 360° storytelling.
In Cannes, glamour is not reserved for the red carpet. Every year, luxury brands, jewelry houses, hotel groups, and airlines invest in this event to deploy exceptional strategies. Between meticulous storytelling, tailor-made experiences, and activations with high emotional potential, Cannes becomes a commercial playground where image is worth gold and prestige transforms into business.
Every year, all eyes are on the Croisette and its iconic festival. Covered by over 4,000 journalists and more than 2,000 media outlets from about 90 countries, it’s safe to say that every square meter on the Croisette is scrutinized, photographed, and analyzed. For brands, this is a rare opportunity to captivate a highly qualified international audience, composed of stars, investors, VIP clients, and opinion leaders.
Since 1998, the famous jeweler Chopard has been the official partner of the Cannes Film Festival. A deep bond that the high jewelry house continuously elevates with increasingly creative activations. This year, the house unveils a new “Red Carpet” glasses model plated with 23-carat gold and set with 58 zircons, in a limited edition of 499 pieces – a nod to the 499 roses in the private garden of Caroline Scheufele, the house’s artistic director.
Last year, during the festival, the house organized, in the style of a fashion show, a presentation of its high jewelry creations during an evening and dinner hosted by Martin Solveig and the disco queen Gloria Gaynor. An exceptional moment, designed to etch the brand into the memory of its guests.
Another example of successful synergy: the collaboration between the Swiss brand specializing in premium skincare, Dr Burgener Switzerland, and Chopard. Indeed, for the fourth consecutive year, the brand invests in the Chopard terrace at the Martinez hotel, transformed into a seaside wellness sanctuary. As explained by Pauline Burgener, the brand’s director:
However, Pauline Burgener does not see this partnership with Chopard as a simple image operation. It’s a relationship built over time, almost organic. She confides:
Beyond staging the “Rose de Caroline” treatment, Cannes is also a launch lever for new products. This year, the brand is taking the opportunity to unveil three new ultra-targeted treatments.
Each day, nearly 20 carefully selected guests are received on the Chopard terrace. Actors, actresses, influential journalists, VIP clients of Chopard or Elie Saab (another Burgener partner house), all benefit from a tailor-made welcome: personalized skin diagnosis, complimentary treatment, co-branded kit, and privileged exchanges in an exclusive setting. As explained by Pauline Burgener:
This is, in fact, one of the key elements of the strategy. After Cannes, the treatments presented on the Croisette will be offered in Paris, at 1 Place Vendôme, in the new Chopard setting. A way to prolong the Cannes magic, to transform the moment into loyalty.
On the luxury hospitality side as well, it’s about capitalization and visibility. As a spokesperson for the Carlton hotel confided to us, the Cannes Festival is the key moment of the year:
Without disclosing figures, the Carlton hotel confirms the impact – in terms of bookings, but also media and digital visibility – generated by this event.